Summer is in full swing in August, bringing leisurely beach days, backyard barbecues with friends, and cozy bonfires. Your customers are in the mood to relax — and with the right promos, your restaurant can tap into that vibe and increase dine-in, takeout, and delivery orders.

Need inspiration? Look no further than August food holidays. The last month of summer is packed with pitch-perfect options — including International Beer Day (August 8) and National S’mores Day (August 10) — to help build out your warm-weather marketing strategy.

Top food holiday promotions for your August marketing strategy

The period between Independence Day and Labor Day can be slow for restaurants, but August food holidays give you plenty of reasons to celebrate. Simply choose one or two that align with your restaurant’s menu and use them as the basis for fun, attention-grabbing marketing campaigns.

August 2: National Ice Cream Sandwich Day

Start August on the right foot by celebrating ice cream sandwiches. To stand out, customize this sweet summer food to suit your existing capabilities. If your restaurant is known for amazing cookies, for example, pick up a few flavors of ice cream and create custom sandwiches. If you run an ice cream shop, partner with a local bakery to create a true local treat.

Don’t be afraid to experiment — make a sandwich with two different cookie types, or dip a half-sandwich in chocolate and coat it with colorful sprinkles. The more creative you can get, the easier it is to create a special holiday treat that gets customers in the door.

August 5: National Oyster Day

August is the last month of prime oyster season in many areas. On August 5, put these delicious mollusks in the spotlight with a National Oyster Day promotion. Encourage customers to come in with special meals, including:

• Oyster happy hour. Serve a dozen fresh oysters on ice with two glasses of champagne or two chilled beers for a discounted price. It’s a fun way to bring in both couples and groups.
• Oysters multiple ways. Create a tasty sampler platter of oysters prepared in different ways: deep-fried, fresh, pan-fried, steamed, or smoked.
• Oysters a la carte. Price your oysters individually so guests can order as many as they’d like. This promotion works well at lunch or in the late afternoon, when customers might not be hungry enough for a full meal.

August 8: National Frozen Custard Day

National Ice Cream Day (one of our favorite July food holidays) isn’t the only time to showcase your restaurant’s house-made frozen desserts — National Frozen Custard Day is just a few weeks later. To keep your celebration simple, offer a discount on existing menu items. Offer a two-for-one deal on cones, or price everything at 25% off.

If you want to take National Frozen Custard Day to the next level, try head-turning promotions such as:

• New flavors that are available for 1 day only
• Build-your-own flavors with custom mix-ins
• Limited-time decadent desserts such as custard sundaes or banana splits

August 8: International Beer Day

International Beer Day is one of the August food holidays that’s accessible for any restaurant with a liquor license. The easiest way to celebrate is to offer a special happy-hour beer price that’s lower than usual — customers will almost certainly order snacks and other drinks, too.

You might also try out new drink menu ideas that feature international beers:

• Michelada. Do your customers love spicy food days? This Mexican drink delivers with a mix of beer, lime juice, tomato juice, and a touch of hot sauce.
• Shandy. A classic summer drink, the shandy pairs beer with lemonade.
• Black and tan. The black and tan is a photo-worthy drink made with layers of dark and light beers.

If your customers are happy with your international beer specials, you can repeat the promotions on April 7 for National Beer Day.

August 11: National Panini Day

Make sure your restaurant’s panini press is tuned up and ready to go on August 11 — these hot, delicious sandwiches are perfect for a satisfying summer lunch or dinner. Plus, the grill lines and melted cheese photograph beautifully for social media.

To attract customers, go beyond your usual offerings to find new flavor combinations. Try turning one of your best-selling dishes into a panini; if fajitas are a customer favorite, offer a Mexican panini stuffed with chargrilled chicken, bell peppers, onions, and cheddar. Do your guests have elevated tastes? A brie, turkey, and apple panini is sure to hit the spot.

August 13: National Filet Mignon Day

It isn’t always easy to find a national food day that suits a fine-dining restaurant — until August 13, that is. National Filet Mignon Day is a chance for your chef to shine. Highlight this ultra-tender cut of beef with a dinner promotion that’s targeted to your customer base. If you tend to attract couples, set up a date-night deal that includes a filet mignon meal, wine, and dessert for two.

Because this type of event isn’t a last-minute decision, be sure to promote it well in advance. Limiting reservations will make diners feel exclusive and simplify kitchen preparation.

August 16: National Bratwurst Day

Embrace the summer vibe on National Bratwurst Day with an in-house cookout; it’s a great follow-up to National Hamburger Day on May 28. Set up a grill in your outdoor space, ask your chef to cook and chat with guests, and enjoy the relaxed change of pace.

Here’s how to create a full BBQ experience:

• Cover tables with red-and-white checked tablecloths.
• Hire a band to play live music.
• Plan fresh watermelon or strawberry shortcake for dessert.
• Create fruity drink specials and serve in chilled glasses.
• Take inspiration from National Pretzel Day and serve brats on pretzel buns.

August 19: National Potato Day

Potatoes are one of the most versatile foods you can find. The best part? Most restaurants serve at least one potato dish, so it’s easy to build a National Potato Day promotion.

Boost foot traffic with these flavorful ideas:

• Offer a free bowl of French fries or potato wedges with every drink order.
• Introduce happy-hour snacks, such as tater tots or potato skins.
• Jazz up breakfast with a special potato hash.

August 20: National Bacon Lovers’ Day

Stock your restaurant kitchen with an extra supply of salty pork before August 20 — this national food day is an opportunity to make a supporting player the star of the show. For happy hour, add candied bacon and bacon-wrapped scallops to your list of appetizers; they pair beautifully with beer. At dinner, try adding bacon to your existing dishes, including Brussels sprouts, baked chicken breast, and macaroni and cheese.

August 24: National Waffle Day

Move aside, National Pancake Day (September 26) — National Waffle Day is coming in hot. This fun food holiday is best suited to breakfast, when you can woo customers with over-the-top creations, such as berries and cream, bananas and candied walnuts, or even fried chicken. Advertise your event for at least a week in advance and you’ll have customers lining up around the block.

If you have a family restaurant, you can also offer a DIY waffle bar for dessert. Stock it with caramel sauce, strawberry sauce, fresh fruit, nuts, and candy pieces and let your customers go to town. Add hot fudge sauce and you’ll attract people who are waiting eagerly for Chocolate Day to roll around.

How to promote on social media

August food holidays are tailor-made for social media marketing. Here are a few tips and tricks to help you use platforms like Instagram and TikTok to boost awareness of your national food day deals and increase restaurant sales:

• Plan a photo shoot. Prepare your special dishes, plate them beautifully, and capture high-quality photos and videos.
• Post on social media. Start posting your mouth-watering photos and videos about a week in advance. Mention special deals in each post.
• Use hashtags. Food holidays often trend online; use relevant hashtags to capitalize on the extra traffic.
• Take advantage of templates. Short on time? Use our social media templates to design professional-quality social media posts. 
• Remember delivery customers. Include summer delivery specials to bring in people who want to participate in food holidays from home. 

Boost August orders with Grubhub

The end of summer is right around the corner; now is the best time to prepare restaurant promotions for August food holidays. Whether you’re planning a barbecue or special delivery deals, Grubhub can provide the support and resources to help you succeed. Use our free National Food Holiday Calendar to get a 12-month view of all the great holidays happening in 2024.

With options including Chocolate Day, Cheese Day, National Watermelon Day, National Margarita Day, and Pizza Day, there’s a food holiday for every establishment — and with our full-year guide, it’s easy to plan ahead and amplify your marketing efforts for better ROI.Want more resources to build your restaurant business? Sign up for Grubhub today.