Valentine’s Day is second largest holiday for restaurants in the U.S. Last year, WalletHub estimated that $18.2 billion changed hands to celebrate love, with an average per-couple cost for a Valentine’s evening out of almost $74.

With this in mind, how could you get customers interested in spending their night at your restaurant? There’s no denying that a special moment like Valentine’s Day deserves some serious planning.

Here are 10 restaurant promotion ideas for Valentine’s Day:

1. Go With a Prix Fixe, Love-Themed Menu

Prix fixe menus allow you to lock down the list of ingredients and plan your revenue depending on the number of reservations. There’s no reason why you can’t have fun with it! Some restaurants go with pink-and-red food (here’s a selection of recipes to get you inspired) or with “his and hers” styled menus for Valentine’s Day — as Blue Hound Kitchen & Cocktail in Phoenix did.

2. Change the Décor

For one of the most romantic nights of the year, atmosphere is everything. Eataly Chicago will combine two second-floor restaurants to create one unique dining room. Redecorating is not always an option, so remember: even turning the lights down can make a difference.

3. Pair Dinner With a Challenge

Cielo at the The Four Seasons Hotel in St. Louis launched a contest that’s a nod to Lady and the Tramp: couples are challenged to eat a 14-foot-long noodle—and meet in the middle for a kiss.

4. Have a Two-For-One Offer Ready

A great offer idea for any meal (or drink) customers can order at the counter or consume to go. In the past, Shake Shack offered a deal where it would give a customer’s sweetheart a free shake when they buy one for themselves (presuming, of course, that the two lovebirds are together when placing an order).

5. Let Your Customers Cook

If you own the right space, put your customers to work! B&G Oysters in Boston organizes a $100/couple class on how to shuck oysters, while its local competitor Red Lantern hosts an interactive sushi class.

6. Extend The Holiday

Whatever promotion you end up with, don’t forget that you can offer it beyond February 14. Many restaurants will have a Valentine’s Day menu available February 12 to 15.

7. Launch a Reservation Contest

Lure your customers with a prize. Local Bistro in Phoenix offers a voucher for jewelry for the first 150 couples that make a reservation to dine with them on Valentine’s Day.

8. Throw a Good Ol’ Big Party

If you don’t want to advertise only to couples, launching a big Valentine’s Day party may be a solution. Sweet Cheeks in Boston is planning a “less traditional Valentine’s Day bash” by selling online tickets.

9. Add a Romantic Souvenir

A night to remember for a place to visit again. In Seattle, Lark is offering customers the chance to find flowers on their table for an additional $25.

10. Don’t Forget The Singles

Since Valentine’s Day is both loved and hated, Alliance Bakery in Chicago offered cookies with not-so-romantic messages such as “I love you more when I’m drunk” and “Really … stop calling.” Bukowski Tavern in Boston went one step further by promising customers a “a complete blackout of V-Day” for a night with “no PDA, no romance, and definitely no heart-shaped candies.”

Whatever you choose to do for this year’s Valentine’s Day promotion, Dot It can help. We specialize in holiday LTOs and can ensure franchise locations have everything they need for a successful Valentine’s Day restaurant promotion. Call us at 800-642-3687 to learn more about our LTO management services.