What Hospitality Owners Should Prioritise in January to Start the Year Strong

For many in hospitality, January can feel like a hard restart after the Christmas rush – a chance to catch your breath but also set the tone for the year. As customers tighten their wallets post-festivities, your focus needs to be on setting priorities that will see you through lean times and position your business for growth. Here’s what hospitality business owners should focus on to start the year strong.

1. Evaluate Your Financial Health: Get Brutal with the Numbers

If you don’t know where your money is coming from and, more importantly, where it’s leaking out, you’re in trouble. January is the perfect time to do a financial deep-dive. Look at your revenue streams and expenses. Are there seasonal costs that you can trim or renegotiate? Take a close look at your suppliers, energy costs, and other variable expenses. Small adjustments in your cost structure can compound into significant savings over time.

Make it a goal to understand your profit margins down to the last penny. If you’re not achieving a comfortable margin, identify the culprits and strategize ways to cut down on non-essentials. Profitability isn’t just a nice-to-have—it’s the backbone of your business’s resilience.

2. Assess Staffing Needs and Boost Team Morale

January is also prime time to assess whether your team is ready to support your 2025 goals. Staff burnout is rampant in hospitality, especially post-December. Talk to your team about their experiences, listen to their feedback, and take it seriously. Look into fair and competitive pay, especially if turnover was an issue last year. High-quality, loyal staff are an investment that pays off in spades, especially when the going gets tough.

Also, consider if there’s room to upskill your team. Training doesn’t have to be costly or time-consuming, but investing in basic customer service, leadership, or kitchen skills could boost efficiency and guest satisfaction. Happy staff make for happy customers.

3. Re-think Your Marketing Strategy: Get Personal and Purposeful

January is an excellent time to revisit your marketing strategy and align it with current trends. The post-holiday season is tough, so your messaging should focus on value, community, and loyalty rather than big discounts that eat into profits. Use January to build brand loyalty through email campaigns, local partnerships, or events that give back to the community. These are the things that stick in people’s minds and build goodwill.

Start planning content and promotions with purpose. Don’t just post for the sake of it – each social media post, email, or campaign should serve a specific goal. Can you encourage customers to book early for Valentine’s Day or Mother’s Day? Can you promote special offers for those seeking a “Dry January” option or more health-conscious choices post-holidays? Be clear about what sets you apart and drive that message home.

4. Embrace Technology and Streamline Operations

We’re long past the days when “hospitality” just meant smiles and handshakes. Now, it’s about using the best tools to create seamless experiences. Start the year by reviewing your tech stack. Do you have a reliable booking system? Are you using customer feedback effectively? Automate where possible—this frees up your time for the parts of the business that truly need your attention.

A seamless POS system, smart booking software, or even a streamlined payroll app can improve efficiency and cut down on costly human errors. When these systems work in sync, you can focus more on delivering memorable experiences instead of firefighting operational issues.

5. Set Realistic and Specific Goals

Goals are only as useful as they are actionable. Start with a vision but break it down into smaller, measurable targets. These could be monthly revenue goals, customer satisfaction scores, or team retention rates. Use January to set these benchmarks and review them regularly. Having small, achievable goals also makes it easier to keep your team motivated—they know exactly what they’re working towards.

Being specific here is key. Instead of a vague “increase sales,” set a target like “increase January’s weekday bookings by 20% through targeted promotions.” Make sure everyone on your team understands the plan and their role in achieving these targets. Clarity here translates into momentum.

6. Prioritise Self-Care and Avoid Burnout

Running a hospitality business is a marathon, not a sprint. After the chaos of the festive period, you need to recharge. Take time to focus on your own health and well-being. The demands of hospitality can chew people up—don’t let it happen to you. Prioritise downtime, delegate where possible, and remember that your energy is one of your most valuable resources.

A fresh and energised mind will be better at solving problems, managing stress, and keeping the team motivated. January is just the beginning—pace yourself to ensure you’re ready for whatever the year throws at you.

Conclusion: January Is for Strategy, Not Surviving

Think of January as the calm before the storm, the month where you lay the foundation for the year. By prioritising financial health, investing in your team, and using technology smartly, you’re setting your business up for long-term success. Don’t just wait for February to pick up; start strong, set clear goals, and tackle the year head-on.

Want more tailored strategies to elevate your hospitality business in 2025? Book an Appetite for Change Call and let’s make this year your best yet. Don’t let the quiet season pass you by—use it to prepare, plan, and propel your business to new heights.

Calum