DATE: March 3, 2025
TO: City Council Economic Development Committee
FROM: Chief Economic Development Officer
SUBJECT Hayward Restaurant Month 2025
RECOMMENDATION
The City Council Economic Development Committee receives updates on the second annual Hayward Restaurant Month promotion.
SUMMARY
Following the success of the inaugural Hayward Restaurant Month in January 2024, the Economic Development Division in the City Manager’s Office launched the second annual Hayward Restaurant Month in January 2025. This event builds upon the City’s COVID-19 economic recovery plan by supporting local businesses and encouraging residents to dine at Hayward restaurants. Utilizing the established framework of the Together for Hayward e-Gift Card program and the promotional capabilities of the Hayward Open for Business initiative, the 2025 promotion expanded its reach and engagement. The following report overviews this year’s implementation, participation, and impact.
BACKGROUND
January remains a historically slow month for restaurants due to post-holiday spending cutbacks, new health plans, and general fatigue from the holiday season. Since 2010, VisitCalifornia.org’s California Restaurant Month has aimed to boost dining activity statewide. Many cities adopt similar restaurant month or week promotions to support local establishments. The City of Hayward launched an inaugural Hayward Restaurant Month in 2024, receiving positive feedback from participating businesses and customers.
DISCUSSION
Building on the framework established in 2024, the Economic Development staff worked to increase business participation, refining promotional strategies, and further incentivizing customer engagement.
Key highlights of the 2025 program include:
Increased Participation: 21 restaurants joined the promotion, offering unique menu items and prix fixe menu options.
Enhanced Digital Presence: Partnered with Yelp to create an interactive map and mobile application portal showcasing participating businesses.
Expanded Marketing Efforts: Partnered with the Community Media Relations Division to place advertisements on two digital billboards on State Route 92 and engaged Southland Mall, who promoted the event on their Interstate 880 billboard and posters inside the mall.
Direct Business Outreach: The Economic Development team conducted door-to-door outreach along major corridors to inform restaurants about the promotion and encourage participation.
Gift Card Incentives: The City continued the successful $100 e-Gift Card weekly drawing, awarding 12 winners throughout the month.
Earned Media: The Mercury News published a story highlighting the event.
Social Media Reach: The Community Media Relations team promoted the event on social media, generating over 27,000 social media impressions. Economic Development Team content posted on LinkedIn generated over 5,030 impressions.
ECONOMIC IMPACT
The second annual Hayward Restaurant Month successfully generated increased business for participating establishments. Some participating restaurants saw an increase of 10% or more in sales during the promotion. Community engagement grew significantly, with the event generating 27,000 social media impressions. Businesses also reported an increase in foot traffic, and overall, the promotion continued to support the local economy by encouraging residents to dine out during a traditionally slow period.
FISCAL IMPACT
As with the first year, the implementation of Hayward Restaurant Month required no additional City funds beyond Economic Development and Community Media Relations staff time. Promotional efforts were conducted through existing social media and communication channels. Bonus e-Gift Cards awarded through the weekly drawings were funded using unredeemed balances from prior promotional campaigns.
Prepared by: Javier Castro, Community Programs Specialist Recommended by: Paul Nguyen, Chief Economic Development Officer Approved by:
Dr. Ana M. Alvarez, City Manager
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