In the heart of winter, when cold weather keeps guests indoors, delivery takes center stage.
Rooted in warmth, togetherness, and shared meals, Lunar New Year aligns naturally with how guests already behave during February: staying in, ordering comfort-driven food, and looking for easy ways to gather at home. For restaurant operators, it presents a seasonal opportunity to re-energize sales without heavy discounts, complicated execution, or gimmicky promotions.
📅 Quick Reference: Lunar New Year 2026
Lunar New Year 2026 begins on Tuesday, February 17, marking the Year of the Horse.
Celebrated across many cultures and regions, the holiday centers on family, food, and shared meals—making it a natural fit for delivery-first strategies during winter’s slowest stretch.
Substance Over Schtick: What Meaningful Participation Looks Like
Here are five delivery-focused, non-gimmicky Lunar New Year promotion ideas restaurants can use in 2026 when the weather keeps guests indoors.
1. Family-Style “Stay-In” Bundles
Create delivery bundles built for sharing, perfect for households celebrating at home or simply looking for a no-cook night during extreme cold.
Why it works: Larger group orders boost average ticket size and align naturally with Lunar New Year’s focus on togetherness.
2. Warm-Up Comfort Add-Ons
Offer free or low-cost add-ons that feel cozy and comforting, like soups, broths, dumplings, or sides that travel well.
Why it works: Guests are craving warmth during cold snaps, and add-ons increase cart size without discounting core items.
3. Delivery-Only Lunar New Year Specials
Highlight a small set of dishes available exclusively for delivery during the Lunar New Year window. No new menu build required, just curated visibility.
Why it works: Creates urgency while keeping in-store operations simple.
4. Order-Ahead Incentives for Cold Weather Weekends
Encourage guests to schedule delivery or pickup in advance for especially cold nights with a small perk (free item, bonus loyalty points).
Why it works: Helps kitchens plan and smooth demand during weather-driven spikes.
5. “No-Cook February” Messaging
Frame Lunar New Year promotions around convenience rather than celebration: Stay warm. Stay in. We’ve got dinner covered.
Why it works: Acknowledges how guests actually feel in February: tired, cold, and happy to outsource dinner.
Lunar New Year Traditions
Restaurants don’t need to replicate traditions, but understanding them helps avoid missteps and informs respectful messaging.
- Red envelopes (hongbao): Traditionally symbolize good fortune and well wishes for the year ahead.
- Oranges and mandarins: Often exchanged as symbols of luck, abundance, and prosperity.
- Lanterns: Represent hope, guidance, and the transition into a new season.
- Family reunion meals: The holiday centers on gathering and eating together, often at home.
- Symbolic foods: Dishes like dumplings, noodles, fish, and spring rolls are tied to prosperity, longevity, and abundance.
Promotions With Purpose: Not Just Checking a Cultural Box
Lunar New Year isn’t about checking a cultural box or changing who you are as a restaurant. It’s about recognizing a season centered on warmth, togetherness, and shared meals, values that translate across cuisines and communities.
For Asian and Asian-Inspired Restaurants
These concepts often have built-in relevance, which allows for more direct—but still restrained—participation.
- Lunar New Year Family Sets
Curated bundles featuring dumplings, noodles, rice dishes, or soups that travel well.
Sauce tip: Use order-ahead scheduling to manage volume during peak cold-weather nights. - Limited-Time Lunar New Year Menu Highlights
Feature a small selection of celebratory dishes without overhauling the menu.
Sauce tip: Monitor spikes with Live Order Monitoring to keep delivery flow smooth during surges. - Thank-You Follow-Ups for Repeat Orders
Include a short post-order message wishing guests a happy Lunar New Year and inviting them back.
Sauce tip: Use guest follow-up tools to turn seasonal orders into repeat customers.
For Non-Asian Restaurants
Participation here is about mood and behavior, not menu themes.
- Winter Comfort Bundles (“Stay Warm, Stay In”)
Family-style meals, heat-and-eat trays, or comfort-driven bundles framed around convenience.
Sauce tip: Promote these as delivery-first offers to capture cold-weather demand. - No-Cook February Messaging
Position Lunar New Year as a reason to skip cooking during extreme cold: Dinner, handled.
Sauce tip: Pair messaging with scheduled delivery options so guests can plan ahead. - Soft Acknowledgment Without Symbolism
A simple line like “Wishing our community a warm Lunar New Year” in emails or order confirmations is enough.
Sauce tip: Add this to automated order confirmation or follow-up messages for a personal touch.
Takeaway
Lunar New Year isn’t about themes or trends. It’s about food, family, and intention.
Restaurants that approach the holiday with respect—and keep execution simple—are best positioned to turn this seasonal moment into meaningful engagement and steady orders.
When ice blankets the streets and sidewalks remain unwalkable, hungry diners hesitate to go out. This is when delivery becomes less of a convenience and more of a necessity. Lunar New Year provides a natural, seasonal moment to lean into that behavior—without requiring discounts or tired, gimmicky themes.
Whether your restaurant participates directly or keeps it subtle, the opportunity is the same: meet guests where they are, make ordering seamless, and keep operations simple.
By prioritizing warmth, convenience, and execution-friendly promotions, operators can turn a quiet February into a steady, profitable stretch—without losing brand integrity.
Major 2026 Lunar New Year Events Across the US
New York City
- Lunar New Year Firecracker Ceremony: Held at Sara D. Roosevelt Park in Chinatown on Tuesday, February 17, 2026, featuring traditional dances and fireworks to welcome the Year of the Horse.
- Chinatown Lunar New Year Parade & Festival: The main parade takes place on Sunday, March 1, 2026, showcasing lion dances,, cultural performances, and vendors.
- China Institute Family Festival: Located at 100 Washington St, this event on Saturday, February 21, 2026, features lion dances,, music, and workshops.
- The Metropolitan Museum of Art Festival: A celebration on Saturday, February 7, 2026, with artist-led workshops, performances, and interactive activities.
- Think! Chinatown Events: Features specialized workshops including altar-making, paper-cutting, and a claypot rice talk with Chef Jon Kung in early-to-mid February.
- Seaport Museum Celebration: Includes a lion dance and nautical-themed crafts.
Philadelphia
- Chinatown Lunar New Year Parade (Feb 22, 10 a.m.): Traditional, vibrant parade in the heart of Chinatown.
- Franklin Square Celebration (Feb 21, 5 p.m.): Features Philly Suns Lion Dancers, crafts, and a free dumpling-making workshop.
- Reading Terminal Market (Feb 21, 11:30 a.m.): Lion dance performance at the historic market.
- Dilworth Park Celebration (Feb 17-20, various times): Multiple days of performances, including dancers and cultural acts.
- Please Touch Museum (Feb 21): Family-friendly day with lion dances to celebrate the Year of the Horse.
South Florida
- Smorgasburg Chinese Lunar New Year Festival (Miami Beach): Held on Feb 14 (12 PM–10 PM) and Feb 15 (12 PM–8 PM) at 1665 Lenox Ave, featuring food, music, and decorations.
- Design District Lunar New Year Celebration: Lion dancers perform in Palm Court and move through the district to Paradise Plaza.
- Lunar New Year Cooking Class (Doral): A festive cooking event at Thermomix Vorwerk on Feb 7 at 4:00 PM EST.
- Hutong Miami: Known for hosting “Wishing Trees” and offering special performances with lion dancers and live-fire artists for the holiday.
- Hakkasan at Fontainebleau: Features a special Dim Sum brunch with traditional, festive dishes.
Boston
Sunday, March 1, 2026
Annual celebration in Chinatown with lion dances, live performances, and family-friendly activities.
Washington, DC
Sunday, February 22, 2026 — 2:00 PM
Community parade through downtown Chinatown with cultural performances and celebration of the Year of the Horse.
Seattle, WA
Saturday, March 7, 2026
Annual community festival in the Chinatown–International District featuring performances and cultural activities.
Baltimore, MD
- Walters Art Museum Lunar New Year Celebration (Feb 21, 11 a.m.–4 p.m.):Featuring the Yong Han Lion Dance Troupe, performances by the Baltimore Chinese School and Korean Culture and Art of Maryland, plus art-making and food.
- 2026 Lunar New Year Arts Festival (Feb 15–28): Held at the Vollmer Center, Cylburn Arboretum, this festival includes performances, an AAPI artists’ market (Feb 28), and family-friendly workshops.
- City Hall Celebration (Feb 21, 10 a.m.–1 p.m.): A community event at City Hall (7401 Baltimore Ave) honoring Asian American culture.
by Eileen Strauss
