The grill marks have faded, the fireworks are over, and the July 4th crowds have gone home. For many restaurants, early July is a revenue peak, but mid to late July can see a dip in traffic if there’s no clear reason to return. So, how do you keep the momentum going when the big holiday has passed?

The answer lies in creative mid-summer promotions. With the right strategy, you can maintain foot traffic, attract new customers, and build brand loyalty that carries you into August and beyond.

1. Host a “Christmas in July” Week

A playful mid-summer twist on holiday nostalgia, “Christmas in July” events have been embraced successfully by restaurants and breweries, signaling a festive spirit during the summer lull. For example, Market Garden Brewery and Bier Markt in Cleveland have hosted “Christmas in June/July” events featuring Christmas ale samplings, DJs, and seasonal décor—an approach that so many ended up copying thanks to its popularity. (source barandrestaurant.com)

Ideas to include:

• Serve limited-time holiday-style dishes and drinks (e.g., turkey sliders, gingerbread shakes, mulled wine cocktails)

• Decorate patios with faux snow, holiday lights, and tabletop ornaments

• Host themed contests like “ugly tank top” competitions, or a Secret Santa gift card drawing

• Play nostalgic holiday music and set up a festive playlist or live caroling session

This kind of immersive experience encourages social media sharing and offers guests a fun reason to dine out instead of staying inside to avoid the summer heat.

2. Leverage Pop Culture: Shark Week Tie-Ins

Shark Week—typically airing in late July—continues to generate serious buzz and ratings each year. In 2023, the event, hosted by Jason Momoa, drew more than 22 million total viewers, making it the highest-rated Shark Week in three years, according to TheWrap. All seven nights outperformed the previous year, showing strong engagement across both traditional TV and streaming platforms.

This makes Shark Week an ideal opportunity to tap into the excitement with themed food and beverage promotions:

• “Chum Bucket” fish tacos or poke bowls

• Shark bite cocktails with grenadine “blood”

• Ocean-themed desserts like blue gelatin parfaits

• Trivia nights or viewing parties with drink specials

By leaning into pop culture moments, you can attract younger audiences, encourage social media sharing, and create a lively in-house experience that breaks up the usual summer dining routine. (source: TheWrap)

3. Launch a Patio Loyalty Program

Mid-to-late summer is prime time for al fresco dining, and you can maximize it by rewarding patio-goers with a loyalty card or app-based incentive.

Ideas:

• 5 visits = free appetizer or drink

• Bonus points for posting patio photos and tagging your restaurant

• Weekday patio promos (Mon–Wed) to stabilize early-week traffic

Data from Toast shows loyalty programs can increase repeat visits by up to 35%, especially when tied to a unique location experience like a patio.

4. Run a "Dog Days of Summer" Promo

This one taps into both the summer slowdown and America’s obsession with pets. If local ordinances allow, designate dog-friendly patio nights with pup cups, branded bandanas, or water bowls at every table.

Not only does this draw in local pet lovers, but it also encourages Instagram-worthy photo ops—free marketing gold.

5. Create a “Staycation Special” Menu

Many customers aren’t traveling in July due to rising airfare and heat waves, so position your restaurant as their summer escape.

Curate a special menu inspired by global destinations:

• Tropical tapas and tiki drinks

• Mediterranean small plates

• Italian gelato samplers

Pair these with themed music or décor and create a campaign around “No passport required.” This works well for casual dining and fine dining alike.

Mid-July can feel like a lull after the fireworks, but it’s a golden opportunity to stand out with fresh, relevant, and seasonal promotions. Whether it’s through nostalgic holiday themes, trending cultural tie-ins, or creative loyalty incentives, your goal should be to give guests a reason to choose your space over staying home.

The best part? Many of these campaigns can be implemented with minimal spend, relying more on creativity, social engagement, and operational flexibility.

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