Despite inclement temperatures and flagging footfall, there are things operators can do to get patrons off the couch and in for a hot meal and good time.
Paul Hadida, SevenRooms’ managing director APAC, offers some perspective for publicans looking to shake up the winter blues.
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Walk through any Australian city or town, and you’ll find a pub at its heart. These venues are more than watering holes, they’re community anchors, ‘third places’ for locals and travellers, and – serving millions of patrons nationwide – key players in the hospitality sector.
But come winter, foot traffic often slows and many publicans slip into a “survival mode” mindset, waiting for the warmer months to bring the crowds back. That shouldn’t be the case.
Winter offers a real opportunity for pubs to shift gears and unlock new potential. The colder months can be just as lucrative as summer, provided publicans understand what guests are looking for and deliver it through great food and drinks, elevated ambience, and operational enhancements. With smart use of approved guest data and a focus on experiences, winter can be just as hot as summer for your business.
Use approved guest data to spark loyalty and repeat visits
Pubs today have access to more customer insights than ever before. When captured effectively, data such as booking history and order preferences can help tailor experiences that keep guests coming back. For publicans, the more you can incentivise guests to book reservations, the easier it is to turn approved data into insights to enhance their experience, in turn, converting them into long-term, loyal guests.
If a local couple typically comes in for a Sunday roast and a bottle of red, why not entice them back with a free dessert or pint offer the next time they book a winter roast? And if weekday dinner trade dips during colder months, use insights from regulars’ habits to create early-week deals that feel personal, like a ‘locals-only’ dinner and drink combo or a Wednesday pie night. The best publicans aren’t just collecting data. They’re acting on it in ways that feel thoughtful, relevant and personal for their guests, while generating revenue for their business.
Lean into the cosy factor
Aussies may be sun-lovers, but there’s no denying the appeal of a pub that gets winter right. Warm lighting, plush textures, heaters in the beer garden, and seasonal menus can turn your venue into a haven when the weather outside says otherwise.
If you lean into spritzers and session pale ales in the summer, promoting more warm, full-bodied reds or Guinness could help you fill reservations in the winter. Language is everything, and something as simple as “Join us for a drink at Sydney’s cosiest pub” can go a long way.
Guests aren’t just looking for food and drink, they’re looking for atmosphere. According to SevenRooms’ 2025 Australia Restaurant Industry Trends Report, consumer interest in the ‘experience economy’ continues to rise, with diners increasingly valuing ambience and personal touches as much as the menu. Publicans can start by embracing what makes winter special, leaning into mood lighting, hearty fare, and evocative language that invites locals in from the cold. When you sell the story, not just the menu, you give guests a reason to choose you over the competition.
Offer upgrades that feel special, not upsold
One way to increase per-head spend without increasing overheads? Smart, seasonal upsells.
Venues tapping into the experience economy are finding success with curated pre-booking perks like window seating, fireplace tables or ‘Winter Warmer’ packages that bundle a meal with a cocktail or dessert. According to SevenRooms’ 2025 data, add-ons like scenic seating, themed dinners, and seasonal bouquets are among the most popular revenue drivers across venues.
Even limited-time upgrades, such as whisky tastings or truffle pairings, can deliver strong margins while elevating the guest experience. And if a guest regularly books for birthdays or anniversaries, why not lean into the Aussie spirit of mateship with a well-timed offer like a free round or a ‘shout from the pub’, which adds a personal touch and encourages them to celebrate with a crowd.
Rethink your layout to maximise comfort and covers
In winter, guests tend to stay longer, particularly if they’re enjoying multiple courses or sharing drinks with friends. This means every table, every corner, every touchpoint matters.
Could a quiet spot near the bar become a sought-after nook, with better lighting and a throw blanket? Could spacing be adjusted slightly to boost capacity without sacrificing comfort? Do your current turn times reflect the reality of slower, more relaxed dining during colder months?
And what about ‘peak’ windows? If the days are shorter and colder, does your peak window move to earlier in the day? If so, use that to optimise your rostering, so you have enough staff during peak windows and less during potentially slower windows.
Small layout tweaks paired with smart pacing can ensure your venue runs smoothly while still encouraging guests to linger – a combination that can drive both spend and satisfaction.
It’s not the season, it’s the strategy
Pubs and bars have an opportunity this winter to rethink the “quiet season” narrative. By focusing on what guests really want – comfort, connection, and memorable experiences – you can turn the coldest months into your venue’s hottest quarter.
Because let’s face it: winter isn’t going anywhere. But with the right mindset and strategy, neither are your guests.
