There’s nothing quite like the anticipation that swirls around National Ice Cream Day. For owners and managers of ice cream shops, dessert parlors, and trucks, this summer celebration isn’t just another day on the calendar, it's the most important Sunday in July. With record crowds, local traditions, and the buzz of limited-time flavors, National Ice Cream Day is your once-a-year opportunity to turn a classic treat into serious revenue.
National Ice Cream Day falls on July 20, 2025, and kicks off a week-long celebration as part of National Ice Cream Month. Whether you run a family-owned parlor, a modern ice cream truck, or a chain of dessert shops, this guide is packed with proven National Ice Cream Day restaurant promotion ideas designed for the US market and built to boost both foot traffic and online orders. From creative digital campaigns to in-store experiences and staff optimization, we’ll cover every angle to ensure you can plan ahead and capture your share of the market’s $93 billion sweet spot.
Why National Ice Cream Day Matters for Restaurant Success
National Ice Cream Day traces its roots to 1984, when President Ronald Reagan declared July as National Ice Cream Month and the third Sunday this year, July 20 as National Ice Cream Day. Since then, it’s become a celebrated summer tradition across the country, bringing generations together for one reason: to enjoy ice cream in all its forms.
For ice cream businesses, the timing couldn’t be sweeter. July is already the peak season, with ice cream sales surging by 30-40% this month compared to the rest of the year. National Ice Cream Day alone can account for nearly 15% of July sales in specialty dessert shops, and generates 23% higher foot traffic than a standard summer weekend.
“National Ice Cream Day isn’t just about more customers, it's about bigger checks. Average spend jumps to $12.50 per celebratory visit.”
With over 90% of Americans consuming ice cream regularly, this event offers immense potential for both loyal patrons and new fans. It’s also when consumer expectations peak: families, date-night duos, and treat-seeking friends all want memorable, Instagrammable, and unique experiences.
For restaurant owners, National Ice Cream Day serves as a powerful launchpad to build brand awareness, grow your local following, and secure lasting customer relationships through digital engagement and loyalty programs.
7 Proven National Ice Cream Day Restaurant Promotion Ideas
Ready to make 2025 your most profitable National Ice Cream Day yet? Here are seven data-driven, creative strategies that top operators and innovative dessert brands are using to win and keep customers.
1: Tiered Discounts and App-Exclusive Loyalty Programs
Tiered discounts drive volume and encourage “just one more scoop” ordering. Major chains like Baskin-Robbins rolled out $5 off $20+ orders for rewards members, while 73% of their National Ice Cream Day promotions were app-exclusive.
How to implement:
- Offer escalating discounts (e.g., $2 off $10, $5 off $20, $10 off $35).
- Make deals available through your branded app and direct online ordering system to encourage digital engagement and increase accessibility.
- Give loyalty members double points for all National Ice Cream Day purchases.
- Promote the offer on social media, website banners, and email.
Expected results:
- Increased spending per visit.
- Higher app downloads, increased direct online ordering, and loyalty sign-ups.
- Opportunity to remarket to new customers post-event.
2: High-Impact Giveaways and Contests
Nothing electrifies demand like the chance to win big. Handel’s used their grand opening near National Ice Cream Day to grant “Free Ice Cream for a Year” to the first 100 guests, filling their lines early and generating local press.
How to implement:
- Reward the first set number of customers with year-long free ice cream, branded merchandise, or future discounts.
- Run a user-generated photo contest best decorated cone, happiest family, etc. with a compelling prize.
- Use a branded hashtag for contest entries to fuel social media buzz.
Tips for success:
- Make your rules and rewards clear.
- Announce winners on Facebook, Instagram, and store signage to build FOMO.
- Feature winning entries on your menu boards or social feeds for extra recognition.
3: Limited-Time Flavors and Menu Innovations
National Ice Cream Day is the perfect moment to showcase creativity. Recent top performers have rolled out flavors with local roots (peach in the South, maple walnut in New England), global inspirations (pistachio-kataifi, Dubai chocolate), or craveable hybrids (soft serve layered with candies and cookies).
How to implement:
- Use regional ingredients for new or nostalgic limited-edition flavors.
- Price new menu items under $10 to encourage trial by groups and families.
- Alert local food influencers and loyal customers in advance.
- Offer staff quick training on new flavor stories to enhance customer “wow” moments.
Metrics to watch:
- Uptake of specialty menu items.
- Share on social media posts promoting new flavors.
4: Co-Marketing Collabs and Community Brand Partnerships
Widen your reach with a fresh twist partner with a local or lifestyle brand for a timely collaboration. Baskin-Robbins teamed with LANEIGE (a skincare brand) on National Ice Cream Day, offering dual-brand giveaways and connecting with a wider audience.
How to implement:
- Find brands whose customer base matches your demographic (youth, families, pet lovers).
- Cross-promote on each other’s platforms, including in-store and digital.
- Offer a “combo deal,” like ice cream and a local product sample or dog treat (Handel’s gave free dog bowls for pet treat purchases).
- Host pop-up tasting events in conjunction with partner businesses.
Expected impact:
- Expanded mailing list and social audience.
- Additional foot traffic from partner’s loyalists.
5: Build-Your-Own Bars and Multi-Sensory Customer Experiences
Today’s guests (78%) expect customizable and interactive experiences. Whether it’s a build-your-own sundae bar or a milkshake station with mix-ins, DIY models deliver the treat and novelty consumers crave.
How to implement:
- Set up staffed or self-serve topping bars (be sure to follow all local health regulations).
- Use signage to explain options and pricing.
- Pair the experience with entertainment: live music, DJs, magic shows, or local artists.
Success tips:
- Offer a “Family Build-a-Sundae” bundle at a set price for groups.
- Keep it photogenic, encourage tag and share for the best custom creations.
6: Value-Oriented Pricing and Bundling
With rising ingredient and labor costs, value bundles let you compete without racing to the bottom on price. Wayback Burgers’ $5 milkshakes and other “happy hour” specials inspire visits during slow hours as well as peak.
How to implement:
- Feature time-based specials (e.g., 2–5 pm $5 shakes).
- Bundle items two cones, a pint, and a topping for a flat price.
- Announce deals on Instagram Stories, local community groups, and SMS blasts.
Expected benefit:
- Higher sales volume during typically slower periods.
- Better profit margins despite lower individual item prices.
7: Digital Engagement and Delivery Optimization
Digital engagement is crucial: 40% more online orders happen on National Ice Cream Day week. App-exclusive offers, direct online ordering, "skip-the-line" pre-orders, and third-party delivery platforms make it easier for customers to indulge.
Action steps:
- Promote special offers through your online ordering platforms.
- Use geo-targeted Facebook and Google ads within a 5-mile radius.
- Promote delivery-only specials through direct online ordering "for National Ice Cream Day at home."
- Launch SMS "skip-the-line" pre-ordering for easy pickup or delivery to drive more orders and reduce wait times.
Benefits:
- Broader reach, more orders, and increased profits by catering to more customers with direct ordering platforms and apps.
How to Launch Your National Ice Cream Day Promotions
A successful campaign is all about timing, coordination, and follow-through. Here’s a proven framework for execution:
Step-by-Step Timeline
Four Weeks Out:
- Tease surprise flavors and promotional announcements on social media.
- Connect with partners or vendors for co-marketing campaigns.
- Update your website and Google Business Profile.
Three Weeks Out:
- Nudge early account signups on your apps and direct ordering platforms, and open registrations for contests or special in-store events planned for National Ice Cream Day.
- Begin staff cross-training and finalize supply orders (increase inventory by 30%).
Two Weeks Out:
- Reveal the details of your main deals and limited-time menu.
- Schedule social media posts, influencer shoutouts, and or press releases.
One Week Out:
- Spotlight experiential offerings or build-your-own bars.
- Start urgency messaging a “last chance” for contest entries, loyalty perks account signups, or pre-ordering limited edition flavours.
Day Of:
- Monitor real-time order volume and staff needs.
- Post hourly updates and live stories to fuel FOMO.
Marketing Channels & Checklist
Marketing Channels:
- Instagram, Facebook, and TikTok for visuals and user-generated content
- Google and Facebook Ads for geo-targeted local awareness
- Your website, app, direct ordering page, and email list for direct promotions
- SMS and email marketing for limited-time offers and updates
Checklist:
- Diversify your menu with at least one limited-edition flavor.
- Prepare digital assets for every platform.
- Train staff on every offer and menu feature.
- Test all digital ordering and payment systems in advance.
Make Your National Ice Cream Day Promotions a Success: Get Started With Restolabs
National Ice Cream Day restaurant promotion ideas are your ticket to peak summer sales. From tiered discounts and Instagrammable new flavors, to creative partnerships and loyalty rewards, the strategies above stand out in the crowded dessert market.
The essential takeaway? Experiment, tailor promotions for your crowd, and evolve your tactics each year. The most profitable ice cream businesses build a plan, optimize operations for surging demand, and deliver seamless online and in-store experiences.
Partnering with a robust digital solution, like Restolabs, empowers you to:
- Enable online ordering or web-based direct ordering
- Launch time-sensitive and location-based offers
- Capture customer data for continued engagement
- Use analytics to measure campaign success and refine your approach
This July 20th, set yourself up for a record-breaking National Ice Cream Day book a demo with Restolabs to streamline your promotions and operations today.
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