While restaurants capitalize on catering Thanksgiving events and special menus to attract people on Thanksgiving day, bars make their profits the night before Thanksgiving, now infamously dubbed Blackout Wednesday. Also known as Drinksgiving, Blackout Wednesday is the cultural phenomenon of people gathering to enjoy a fun night out at the bar with friends the evening before Thanksgiving. It's driven by college students and young adults returning to their hometowns for the holidays.
While this should be a time of comradery and catching up, Blackout Wednesday has a dark reputation, unfortunately. Bars and restaurants see a large increase in alcohol sales on this day, raising safety concerns. Despite its reputation, bar owners have the opportunity to create a redemptive experience for the notorious culture of Drinksgiving. We walk you through Blackout Wednesday bar marketing strategies that draw customers in and create a safe environment for them both while they’re at your business and after they leave it.
Drinksgiving Promotions
Drinksgiving has become a popular tradition for many young adults to gather with friends and kick off the holiday season with a night of revelry. For businesses in the food and beverage industry, Blackout Wednesday presents a unique marketing opportunity. Here are some tips to help you make the most of the occasion and help keep customers safe while they cut loose.
1. Offer a Fall Beer Flight
Offer a flight of fall beers to attract guests to your bar the night before Thanksgiving. This allows customers to sample a variety of craft beers that capture the essence of the season. Craft beers have gained immense popularity in recent years, and their special appeal makes them a perfect choice for a fall beer flight. Even large breweries offer selections of fall-flavored beer to choose from.
From pumpkin ales to Oktoberfest lagers, breweries have embraced the flavors and aromas associated with fall. These beers often incorporate seasonal ingredients like pumpkin, spices, and even apple cider, creating a sensory experience that captures the essence of autumn. By offering a flight of fall beers, you can provide your customers with a unique and memorable drinking experience, encouraging them to step out of their comfort zone and try something new.
2. Create a Reunion-Themed Event
Since Blackout Wednesday is driven by groups of college students and young adults reuniting over the Thanksgiving holiday, embrace this reality and host a “Reunion” themed night at your bar for Drinksgiving. This theme is a great way to attract customers who are looking to reconnect with old friends and classmates while enjoying a night out. To create a successful reunion-themed bar event, consider incorporating elements that will evoke a sense of nostalgia. Start by promoting the event on social media platforms and through targeted email marketing campaigns to reach your target audience of college students and young adults.
- Decorations: Decorate your bar with memorabilia from the past, such as old yearbooks, sports jerseys, and vintage posters. This will create a nostalgic atmosphere and encourage guests to reminisce about their shared past.
- Photo Booths: Set up photo booths with props that represent different eras, allowing guests to capture memories with their friends.
- Drink Specials: To further enhance the reunion theme, offer drink specials that pay homage to popular drinks from the past with a fun twist like our 90s-inspired frozen espresso martini recipe.
- Music: Incorporate live music or hire a DJ to play popular songs from the attendees’ high school years. This will set the mood and create a lively and energetic atmosphere that will keep guests engaged throughout the night.
3. Protect Patrons with Angel Shots
While Drinksgiving celebrations should be a time for fellowship, it's important to address the darker aspects that can arise from excessive alcohol consumption. One such concern is the potential for sexual harassment and violence that can occur. As a business owner or manager, it is crucial to prioritize the safety and well-being of your patrons. One effective way to do this is by implementing angel shots. Angel shots are a discreet way for customers to signal to bar staff that they are in an uncomfortable or potentially dangerous situation. By ordering an angel shot, patrons can discreetly communicate their need for assistance without drawing attention to themselves.
Angel shots have gained popularity in recent years as a means of preventing sexual harassment and violence in bars. When patrons feel safe and valued in your establishment, they are more likely to return and recommend your business to others. Word-of-mouth marketing is a powerful tool, and by actively promoting the use of angel shots, you can enhance your reputation as a responsible and customer-centric establishment.
4. Give a Percentage of Sales to Charity
Embrace the spirit of giving back and gratitude during the holidays and donate a percentage of sales to charity. By allocating a portion of the proceeds from Blackout Wednesday to charitable organizations, businesses can demonstrate their commitment to social responsibility while also engaging customers in a meaningful way. To maximize the impact of the donation, communicate your charitable initiative through marketing channels such as social media, email newsletters, and on-premise signage. By sharing the story behind the donation and highlighting the positive outcomes it will bring, businesses can inspire customers to participate and spread the word.
When deciding on the percentage of sales to donate, consider your financial capabilities and the impact you hope to achieve. While there is no fixed rule, a common practice is to donate around 5% to 10% of the total sales generated. This percentage strikes a balance between making a substantial contribution and ensuring your business’ financial viability. This strategy not only generates goodwill among consumers but also creates a sense of purpose and connection with the brand. Moreover, businesses can enhance the effectiveness of their charity initiatives by selecting causes that resonate with their target audience. For example, a sports bar might support a local sports team and an LGBTIQA+ bar might donate to alliance organizations.
5. Host a Turkey Costume Contest
One creative and fun way to draw a crowd is by hosting a turkey costume contest during your Blackout Wednesday event. By inviting participants to dress up as turkeys, you create a lively and engaging atmosphere that encourages social interaction. Set up a designated area for participants to showcase their costumes and encourage them to interact with the audience. Consider having a panel of judges to evaluate the costumes and determine the winners. This not only attracts customers but also encourages them to stay longer, increasing sales and revenue for your bar. Use these tips to host and promote your turkey costume contest
- Promote the Contest: To attract college students, market it on TikTok to create buzz and generate interest.
- Design Eye-Catching Graphics: Make your Instagram posts stand out with aesthetically alluring graphics that showcase the fun and excitement of the contest.
- Partner with Local Influencers: Social media personalities can help spread the word about your contest to a wider audience.
- Offer Prizes: Discounts and prizes incentivize participation in the turkey costume contest.
6. Offer Transportation Services
To keep customers safe and promote responsible drinking, consider offering transportation services. Partnering with taxis or rideshare companies can provide a convenient and safe option for those who aren’t fit to drive. This can be a win-win situation, as the transportation service gains exposure and potential new customers, while your establishment benefits from increased patronage. Negotiate rates or discounts that are favorable for both your business and your customers.
Promoting your transportation services is essential to ensure that your customers are aware of this added convenience. Use mobile marketing tactics to inform customers. Highlight the importance of responsible drinking and emphasize your commitment to their safety and well-being. Offering discounted or free rides can make your establishment stand out from the competition and attract more customers who appreciate the extra care and consideration you provide.
7. Promote Speciality Mocktails
By including mocktails on your Drinksgiving menu, you can help prevent drunk driving incidents and promote responsible drinking. Mocktails offer a refreshing and enjoyable alternative for those who choose not to consume alcohol, whether due to personal preference, health reasons, or for those who are designated drivers. With the increasing focus on sober nightlife and the sober curious movement, there has been a shift towards offering exciting mocktails on bar menus.
When creating a mocktail menu, incorporate a variety of flavors and ingredients to appeal to different tastes. Use fresh fruits, herbs, and unique flavor combinations to create enticing mocktails that stand out like our blackberry mocktail mule recipe. Lean into the Thanksgiving theme and offer cocktails with classic fall flavors that showcase your bartenders' creativity. In addition to the flavor profiles, presentation is key. Garnish with toppings like edible flowers, dried fruit peels, and luster dust.
8. Use Pumpkin Kegs
One creative way to attract customers to your bar on the night before Thanksgiving is by making pumpkin kegs. A pumpkin keg is exactly what it sounds like, a pumpkin that has been hollowed out and turned into a keg. This innovative idea adds a touch of seasonal flair to your bar and can create buzz on social media.
Spread the word and attract customers by promoting images of the pumpkin kegs. Consider creating a dedicated hashtag for your pumpkin keg promotion and encourage customers to share their pictures and experiences using the hashtag. This not only helps to generate buzz and excitement around your bar but also allows you to track the reach and engagement of your holiday marketing efforts.
9. Celebrate Team Spirit
Football is an essential part of Thanksgiving for many, so a creative way to make your bar stand out on Blackout Wednesday is to create a sports-themed event. This marries the excitement of the upcoming Thanksgiving holiday with the community's passion for local sports teams. To make this event truly special, consider featuring the mascot of the local team. The mascot represents the spirit and pride of the community and incorporating it into the event can evoke a sense of nostalgia and camaraderie among attendees. Consider setting up a designated area where guests can take photos with the mascot or team-related props. Follow these tips to market a sports theme:
- Sports Decor: Incorporate team colors, banners, and memorabilia throughout your business.
- Drink Specials: Create themed cocktails or mocktails that pay homage to the local team.
- Activities: Organize sports-themed games or trivia contests that allow attendees to showcase their knowledge and passion for the local team.
- Collaborate with Local Businesses: Partnering with local businesses like sports apparel stores or local sports bars creates cross-promotional opportunities. This can help generate buzz and attract a larger crowd to your Blackout Wednesday event.
10. Promote To-Go Packages
Some people prefer to celebrate Blackout Wednesday at home with a smaller group of friends as opposed to at a crowded bar. You can still capitalize on the day by putting together to-go packages that help your customers elevate their experience and enjoy professional-quality drinks and gourmet snacks from the comfort of their own homes. Check out Blackout Wednesday takeaway package ideas below:
- Pumpkin Spice Hard Seltzer: Create your own pumpkin-flavored housemade hard seltzer for the package.
- Fall Beers: Create a bundle of fall beers for patrons to enjoy at home with friends on Drinksgiving.
- Hard Cider: Hard cider is a delicious fall beverage that's perfect for gluten-free patrons and those who don't like the taste of beer.
- Cocktail Kits: Make it easy for your customers to create their favorite cocktails at home by offering cocktail kits. These kits can include all the necessary ingredients, such as spirits, mixers, garnishes, and even recipe cards.
- Appetizers: Sell to-go appetizer packs that pair with your beers and cocktails. These can be classic bar bites or creative Thanksgiving-inspired foods like baked brie smothered in cranberry sauce, smoked turkey wings, and loaded sweet potato skins.
Drinksgiving presents a unique opportunity for bars and restaurants to capitalize on the increased foot traffic. By implementing creative marketing strategies such as themes and menu specials, establishments can maximize their sales and create a memorable experience for their customers. Keeping customers' safety at the forefront of your Blackout Wednesday through rideshare discounts and angel shots builds brand loyalty and leads to repeat customers.
