Do You Engage Guests Beyond Food (Events, Themes, Culture)?

Why it matters

Food brings guests in once. Experiences give them a reason to return and to bring others. A regular event also creates a date on the calendar, which is easier to plan around than “let’s go out sometime.” People share moments, not plates.

Social media is where many of these moments travel. The Expedia Group 2025 Traveler Value Index, a survey of 11,000 adults in 11 markets, found that 61% of travelers now find trip ideas on social media, up from 35% in 2022. A Toast survey of US adults (October 2025) found that for Gen Z, TikTok is the number one way to discover new restaurants, at 38%. An event with music, people and a story is much easier to film and share than a normal dinner service.

How to check where you stand

• Do you run at least one event or themed night that guests can plan around?
• Does your restaurant connect to local culture, such as music, history, produce or traditions?
• Are your events listed clearly on your website with date, time, price and how to book?
• Do guests post photos or videos from your events?
• Do you know which events bring new guests and which only bring regulars?

How to improve step by step

1. Start from who you are. Choose events that fit your food and your story. A seafood restaurant could host a fisherman’s dinner, and a wine bar could run a tasting with a local producer. Events that match your identity feel natural and are easier to promote.
2. Use quiet days. Look at your slowest evenings and give them a theme. A monthly or weekly event on a slow day is a practical way to bring life to the room.
3. Connect with local culture. Partner with local musicians, artists, producers or storytellers. Seasonal festivals, harvests and traditional holidays give you ready-made reasons to celebrate. Many travelers enjoy this kind of local experience.
4. Make it easy to book. Create a simple event page on your website with the date, time, what is included, the price and a booking link. Add the event to your Google Business Profile and social channels. If people cannot find the details quickly, they will not come.
5. Design for sharing. Think about the moment guests will want to film, like the chef explaining a dish, a live band or a special serving ritual. Good lighting and a clear moment help guests create content for you.
6. Repeat what works. One event is a test. A regular event becomes part of your identity. Keep the ones that bring new guests and drop the ones that only add work.
7. Follow up after each event. Thank guests, share photos, and invite them to the next one. Ask for a review while the memory is fresh.

How AI assistants see this

When someone asks ChatGPT, Gemini, Perplexity or Google AI Overviews for “restaurants with live music in Lisbon” or “a wine tasting dinner near Porto,” these tools look for written proof. They read event pages, listings, social posts and reviews that mention your events. If your events only live on an Instagram story that disappears in a day, AI tools are unlikely to find them. Keep a permanent events page on your website with clear text, and describe each event in plain words: what it is, when it happens and who it is for.

Common mistakes to avoid

• Running events that have nothing to do with your food or identity, so they confuse guests.
• Announcing events only a few days before, leaving no time for guests to plan.
• Promoting events only on social media stories, with no lasting page on your own website.

Key takeaways

• Events and themes give guests a reason to visit that goes beyond the menu.
• The best events connect your food with local culture and your own story.
• Clear event pages on your website help both guests and AI tools find you.
• Regular events build habits and memories, which bring guests back.

Frequently asked questions

What kind of events work best for a small restaurant?

Simple, repeatable events usually work best, such as a monthly tasting, a live music night or a regional dinner. Choose something your team can deliver well without stopping normal service.

Do events need to be paid?

Not always. Some events work as a fixed-price menu, and others are free extras that simply give guests a reason to choose a quiet night. Test both and see which brings more new guests.

How far ahead should I announce an event?

Announce it early enough for guests to plan, often two to four weeks for a special dinner. Then remind people closer to the date on your website and social channels.

Sources

1. Expedia Group, 2025 Traveler Value Index: https://ir.expediagroup.com/news-and-events/news/news-details/2025/Travel-Priorities-Reinvented-Expedia-Groups-2025-Traveler-Value-Index-Signals-a-Shift-in-Consumer-Priorities/default.aspx
2. Toast, How Guests Discover New Restaurants (2025 survey): https://pos.toasttab.com/blog/data/how-guests-discover-new-restaurants