With Valentine’s Day coming up, diners are determining whether to splurge on a big night out or stay in and save money amid a tough economic environment.
However, the holiday lands on a weekend this year – and early reservation activity has some restaurant operators feeling cautiously optimistic about the big day.
“For 2026, I don’t see demand for Valentine’s experiences slowing down. If anything, I expect it to grow, even in a mixed economic environment. Especially when it lands on a weekend,” said Dennis Turcinovic, owner and managing partner of Delmonico’s Hospitality Group, which includes NYC restaurants Delmonico’s and TUCCI.
“Historically, we’ve learned that even when guests cut back in other areas, they protect a few moments of joy, celebration, and connection; Valentine’s is one of those nights,” Turcinovic told FI.
The restaurateur says that, much like in 2025, diners began making Valentine’s Day reservations at his restaurants right after New Year’s Day.
“We do our best to finalize menus and get everything up on our website and in marketing emails early,” Turcinovic added, noting that his restaurants typically see a second wave of reservations rolling in closer to Valentine’s Day.
Foodservice experts shared the following advice with The Food Institute to help operators make the most of the 2026 holiday.
Tip #1: Offer Personalized Touches
Turcinovic believes that the ways V-Day diners choose to celebrate may very well shift.
“Some will opt for a big, celebratory night out; others will book a single special course at the bar or share plates; and some will pair a home-cooked main course with a splurge-worthy bottle of wine or dessert from a favorite restaurant,” he added.
He also noted that the preferences of “luxury-minded guests” may also evolve – with many in this demographic seeking out personalized touches like “bespoke wine pairings, off-menu moments, and dishes that nod to a couple’s history or favorite travel memories.”
Tip #2. Leverage Social Listening
Nicole van Zanten, co-president and chief growth officer at ICUC.social, a global social media and online community management agency that serves brands like Chili’s and IHG Hotels & Resorts, offered the following tips to operators hoping to make the most of Valentine’s Day and Galentine’s Day this year.
“Use social listening to decide the hook, then test with micro-content,” van Zanten told FI.
“Before you lock offers, look at what your community is already talking about: ‘cozy nights in,’ ‘single and thriving,’ ‘best friends dinner,’ ‘budget-friendly but special.’ Those phrases usually show up weeks before Valentine’s Day in comments, replies, and DMs. We recommend testing 2-3 concepts with quick, low-lift posts like a single photo, a story poll, or a comment prompt, then scaling what people actually respond to.”
According to van Zanten, the key is to watch how people respond to a post, not just whether or not they like it.
For example, are they tagging friends or asking logistical questions?
“Those signals tell you which offer feels emotionally relevant versus just promotional. Once a concept resonates, reflect that language back in your captions, menus, and in-store signage so guests feel the brand is responding to them rather than marketing at them,” van Zanten advised.
“Finally, and perhaps most importantly, keep listening during the holiday itself. Real-time comments like ‘wish this was available tomorrow’ or ‘doing this for Galentine’s instead’ are cues to extend promotions, add last-minute inventory, or pivot messaging for another time, even moments that extend beyond Valentine’s Day.”
Tip #3. Plan for Takeout
And finally, don’t forget about the lovebirds who want to celebrate without leaving their nests.
If last year’s data tells us anything, it’s that consumers are increasingly recreating five-star experiences at home.
According to DoorDash, delivery volume spiked +20% above the daily average on Valentine’s Day 2025, which was the number-one day out of the whole year for restaurant orders featuring premium items like:
- Lobster (+160%)
- Scallops (+100%)
- Steak (+90%)
- Oysters (+100%)
- Sushi (+100%)
