Horecava 2026: 15 marketing ideas for restaurants
Horecava 2026: 15 marketing ideas for restaurants

Horecava 2026 marketing ideas for restaurants (Jan 12-15)

  • You are going to Horecava (or following it online) and you see 100 ideas... but which ones drive revenue next week?
  • Without a plan, it stays at "nice idea" and in January/February you end up doing the same thing you did last year.
  • Here you get 15 ideas plus a simple action plan (and if you want, I can turn it into a plan for your website/Google/WhatsApp in 30 minutes).

So in this blog you will not only get inspiration, but also two things you often miss at the trade show: a simple way to choose (so you do not do everything at once) and a 7-day checklist that helps you actually launch it.

What do you want to achieve after Horecava 2026 (clear in 30 minutes)

Horecava runs from January 12 through January 15, 2026 at the RAI in Amsterdam. In exactly those weeks, a lot of owners switch back on: new year, new energy, and guests are looking for something fun again after the holidays.

But if you come home with a bag full of brochures and random ideas, this is what often happens: you do not follow through on anything. So do not start with "what is hot in 2026". Start with one decision: what do you want it to deliver in the next month?

Choose 1 primary goal: bookings / takeaway / filling quieter days

Pick one. Not because the rest is unimportant, but because focus makes money.

  • More bookings: you want people to lock in a table faster (and call less or hesitate less).
  • More orders / takeaway: you want extra revenue on slow days, or earlier in the evening.
  • Filling quieter days: you mainly want Mondays, Tuesdays, or the early shift to be busier.

Real example: a tapas place in Utrecht was full on Friday and Saturday, but Tuesday was dead. Then "more guests" is not that valuable if you cannot fit them in on peak nights. What you really want is "Tuesday full".

Choose 1 channel you will actually improve: Google, website, WhatsApp

Pick one channel you will tweak this week. These three usually deliver the fastest results in hospitality:

  • Google: people search "restaurant near me" and want to instantly see photos, the menu, directions, and how to book.
  • Your website: this is your home base. It should be effortless to book, order, or call.
  • WhatsApp: quick contact with regulars, sharing deals, and answering questions without endless phone calls.

If you notice your website is messy or slow, that is often the foundation you need to fix first. In that case it makes sense to invest in professional restaurant website design, so your promotions do not leak because people drop off.

The 15 best Horecava 2026 marketing ideas (explained simply)

Below are 15 ideas. No marketing fluff, just: what you set up and what the guest should do next (book, order, or call).

Ideas for "more bookings"

1) Put one clear booking button at the top

Do not hide it in a menu. At the top: "Book a table". On mobile, it should be instantly visible.

2) Create a package people say yes to

Think: "Tasting menu for 2", "Tuesday tapas night", "Pre-theater menu". A guest gets it in 5 seconds and books more easily.

3) Fill quiet hours with a smart deal

Example: "Early diners: 5:00 to 6:00 daily special + drink". Not forever, just test for 3 weeks.

4) Ask for reviews at the right moment (not weeks later)

Right after paying or as they leave: "If you enjoyed it, would you leave us a review?" It works even better when your team uses one consistent sentence.

5) Let people book without friction

If you currently get lots of calls or double bookings, make it easier for you and your guests with an online reservation system. Less chaos, fewer no-shows, and you fill faster.

Ideas for "more orders / takeaway"

6) Create a dedicated takeaway page on your website

Not hidden somewhere. One page with: takeaway hours, bestsellers, ordering (and paying immediately if possible), and pickup instructions.

7) Put your "Top 5 takeaway dishes" first

People do not want to choose from 40 items on a small screen. Pick the five that always sell (and have solid margins) and put them up top.

8) Offer one fixed "family box" or "friends box"

Example for a Spanish place: paella for 2 or 4, with aioli and bread. Clear price, easy to prep, less back and forth.

9) Make ordering on your own site as simple as possible

Do not default to "just call". At minimum, show a clear message: what you need, what time pickup is, and what details the guest should share.

Ideas for "more returning guests"

10) Gift card: simple and always useful

Especially in January (people still have gift card stress) and as Valentine's Day gets closer. Make it crystal clear how to buy and redeem it.

11) A loyalty deal, but without complicated cards

Keep it simple: "After 5 lunches: the 6th lunch dish free" (or coffee). You can even do it with a small stamp card.

12) A VIP list via WhatsApp (only for genuinely useful updates)

Do not spam. Think: "New weekly special", "Last 5 tables for Saturday", "0.0 tasting on Thursday". People come back because they feel "in the know".

Ideas for "more visibility in your neighborhood"

13) Google Business Profile: straighten it out weekly

New photos, correct opening hours, and one short post about a deal. This is often worth more than another social post.

14) Local pages: make it specific to your area

Example: "Tapas restaurant in De Pijp" or "Lunch in Haarlem city center". Not to be fancy, but because that is literally how guests search.

15) Photos and updates that show what it is like right now

No studio shots from five years ago. Just: full tables, today's special, atmosphere, even your terrace. Real images convert best.

A tip you will hear a lot at the show in 2026: less hassle for the guest. That is not just about gadgets. It is mainly about this: can someone see in 10 seconds what you offer and how they can book or order?

What works in 2026? (Turning trends into marketing that makes money)

Trends are useful as a decision filter. Not as a requirement to overhaul your entire business. At Horecava you will see plenty of new systems, concepts, and products. The skill is: what can you test this month without stress?

Efficiency + guest experience (less hassle, still personal) as the common thread

Guests want fast clarity (menu, price, availability) but still want to feel welcome. You can solve that simply with:

  • Clear booking or takeaway on your site
  • Fast replies via WhatsApp (using saved scripts)
  • A menu that is readable on mobile (not a PDF you need to zoom into)

A digital menu often helps here because you can update specials and prices faster and guests can choose more easily.

Translating "affordable luxury" into offers (package, tasting menu, upsell)

A lot of people watch their spending, but they still want a night out. You see that in "affordable luxury": something that feels special without instantly becoming an expensive dinner.

Practical translations:

  • A fixed-price tasting menu (less decision fatigue)
  • Wine pairing or alcohol-free pairing as an add-on
  • A dessert deal: "coffee + dessert together for less"

You are not selling marketing. You are selling a great night out that is easy to choose.

Positioning 0.0 and alternatives smartly (menu, photos, Google posts)

In 2026, alcohol-free is no longer an afterthought. Not just beer, but also wine-like drinks, cocktails, and house-made lemonades.

Make it concrete:

  • Feature 3 alcohol-free bestsellers as a separate mini-section on your menu
  • Take photos of them (not just the bottles)
  • Post one update on Google: "New: alcohol-free spritz + tapas board"

Seasonal hook: in January, lots of people take it easy for a bit. This is exactly the month to spotlight your alcohol-free options and tie them directly to bookings (tasting night, 2-course deal).

7-day action plan after Horecava (copy/paste checklist)

You do not have to do everything. Do this tightly for one week. You will quickly see whether it works.

Day 1: pick 3 ideas + one metric (bookings/calls/directions)

  • Pick 3 ideas from the list above.
  • Pick 1 metric you check quickly every day:
    • number of bookings
    • number of phone calls
    • number of direction requests via Google

Also write down: "Where is it now?" That gives you a baseline.

Day 2: refresh your Google Business Profile (photos, hours, post)

  • Check opening hours (including kitchen and takeaway)
  • Upload 10 recent photos (vibe, dishes, exterior)
  • Publish 1 short post: deal, package, or a quiet-day offer

Day 3: one landing page on your website (package / promo / event)

Create one page with:

  • What is it? (for example "Tuesday tapas night")
  • Who is it for? (say "for 2 to 4 people")
  • Price and what's included
  • Big button: "Book" or "Call"

Keep it simple. One page is enough to test.

Day 4: WhatsApp promo (saved script + clear process)

Send it to your VIP list (or start small with regulars):

  • 1 message, not five
  • With a clear process: "Reply with 'TABLE' and your day + time"
  • Add: "If you do not want updates anymore, reply STOP"

Sample text: "This week we're testing a tapas tasting for EUR ... on Tuesday. Interested? Reply with: TABLE + time. We still have 6 spots."

Day 5: collect reviews (when + how to ask)

Pick one moment:

  • at checkout
  • when saying goodbye
  • or the next morning (only for regulars)

Give your team one sentence everyone feels comfortable saying. For example: "Thanks for coming in. If you have a minute: a review helps us a lot."

Day 6: one social post + one short video (only what you need)

Do not overdo it:

  • 1 photo: a dish or a full dining room
  • 1 short video: 10 seconds of atmosphere + on-screen text "Book for Tuesday"
  • Use the same message everywhere (not a different pitch per platform)

Day 7: check the numbers + choose what stays for the next 30 days

  • What generated bookings or orders?
  • What took little time but worked well?
  • Choose 1 thing you keep up for 30 days (for example: weekly Google update + 5 new photos).

Common mistakes (why it often does not work)

Trying to do everything at once (and finishing nothing)

After Horecava you are excited. Makes sense. But 15 ideas at the same time means mental clutter and nothing gets completed. Pick 3.

Only doing social, while ignoring your website/Google

Posting a great photo is fine. But then guests often search you on Google and click through to your site. If things are unclear there, you lose the booking.

No clear call to action (what should the guest do now?)

Every action should end with one clear step:

  • "Book now"
  • "Order takeaway"
  • "Call for a table"
  • "WhatsApp us with TABLE"

Without that, it stays at "nice".

Frequently asked questions / objections

"Does this take a lot of time? I am already busy."

No, if you keep it tight. That is why: 3 ideas, 7 days. Most gains come from things you set up properly once and then repeat (like a package page and a saved WhatsApp message).

"Do I need to run ads, or can I do this without them?"

You can absolutely do it without ads. In January, people search more for nearby restaurants anyway (especially around events, New Year goals, and new offers). With Google, your website, and WhatsApp you can capture a lot without paying for ads.

"What does it cost to set this up properly on my website?"

That depends on what you have today. Sometimes it is a small tweak (buttons, a page, copy), sometimes it is smarter to fix the foundation. More important: what does it cost you right now if you lose bookings every week because things are unclear?

"Can I do this myself, or will I break things if I set something up wrong?"

You can do a lot yourself: photos, copy, offers, asking for reviews. If you find yourself stuck on bookings, pages, or structure, it is smart to get help once so you can run smoothly afterwards.

"How do I know if it works (without complicated tools)?"

Keep it simple and look at real signals:

  • more bookings (or fewer empty tables on quiet days)
  • more calls or WhatsApp messages
  • more direction requests via Google
  • more repeat visits ("we saw your promo")

Write down one number per day. After a week, you will see the difference.

Pick 1 idea and turn it into a plan (in 30 minutes)

You do not need to wait until "after January". Right after Horecava, people are actively looking for inspiration and new places. Pick one idea (for example a Tuesday promo or a tasting menu) and set it up clearly on Google, your website, and WhatsApp.

What to prepare before the call (website link, Google profile, goal)

  • Your website link
  • Your Google Business Profile link
  • Your goal (bookings, takeaway, or filling quiet days)
  • Which days you want to attract (for example Monday/Tuesday)

What you get after the call (simple step-by-step plan + priorities)

  • 3 ideas that fit your business (not a generic list)
  • A simple 7-day plan with copy you can reuse
  • Clear priorities: what first, what later

Book a free 30-minute consult: you show your website + Google Business Profile, I help you pick the 3 best Horecava 2026 ideas and turn them into a simple 7-day action plan (including what should be on your site/WhatsApp).

Back to Home