Len Panaggio, Beverage Consultant

By Len Panaggio

January, the coldest month of the year – and the most brutal for business – is behind us. We can say goodbye to Dry January, damp January and everything in between. As we turn the page on the calendar, February represents a short hop, skip and jump into better business with longer daylight hours, warmer weather, and a host of holidays and marketing opportunities. 

First, February is Black History Month and provides an opportunity for celebration with specialty cuisine, wine and spirit dinners, and endless creativity. This month also ushers in the holiday of love – Valentine’s Day. This year, the holiday falls on a Friday, which is bittersweet as it tends to attract deuces. But fear not, it is also the beginning of a three-day weekend with Monday the 16th being President’s Day. There’s the additional bonus of school winter recess, and with it, festivals and events that you can participate in. Check out what is going on in your city or town and align your business to take part in the festivities. 

We also hope for an increase in business – we know that we can use it after last month’s increase in minimum wage. This speculation is fueled by the prospect of larger-than-usual tax refunds and lower taxes in general from the passage of the One Big Beautiful Bill. All indicators point to more discretionary income for guests to spend in restaurants.

Lent also begins in the middle of the month, and with it comes an opportunity for lots of seafood and vegetarian specials. For consumers who have embraced dry January, Lent might also offer another opportunity to go zero proof, so if you haven’t faced the reality of many customers switching to zero proof beverages by now, what are you waiting for?

With all that is happening in February, are you marketing properly to get guests in the door? I have noticed many restaurants aggressively marketing on social platforms like Facebook, TikTok or Instagram. We are a visual society and how many times have you heard that you eat with your eyes first? 

Make sure your specials – both drinkable and edible – are visually appealing in your social media marketing. In addition, websites need to be updated with the latest menus, hours and special events to avoid consumer frustration. And I hate to use the word ‘discount,’ but are you discounting any portion of your beverage program? For example, select wine on select days with an entrée purchase can be discounted to attract customers. Are you creating a special Valentine’s Day drink as well as a Presidential drink? Marketing should be fun, clever and effective!

I saved the best of the February days for last. February 8th is Super Bowl Sunday. As of this writing, there is an outside chance our beloved Patriots might be in it; it’s certainly possible. While not a big restaurant day, you can create celebratory and themed lunch specials designed to get folks in and primed for the big game. Who doesn’t love wings, nachos and sliders before heading to a house party or to the couch to watch at home?

Finally, while warm weather and the busy season seems so far away, it’s really not. Take time to prep for spring and summer. See what needs to be addressed, repaired, etc. There is a lot to do to get your business seasonally ready and creating a checklist is always easier in the slow season. Lining up vendors at this time of year instead of waiting until May when everyone wants them puts you a step ahead. 

Time marches on and those who plan ahead will reap the benefits of prior planning with less stress. Have a great month!

Len Panaggio’s career in food and wine spans more than three decades as an owner and as a beverage director at some of the top restaurants in Rhode Island. Currently a hospitality consultant, Len is a graduate of the University of Rhode Island and has attended the Culinary Institute of America Master Sommelier program and the Sterling School of Service and Hospitality.