ROANOKE, Va. (WDBJ) – Valentine’s weekend is typically one of the busiest times of the year for restaurants, but this year it carries extra importance.
After weeks of snow and ice forced closures and kept many customers home, restaurant owners say the holiday rush is providing welcome relief. Dining rooms are filling up, reservations are booked, and kitchens are working days in advance to prepare.
At Montano’s Restaurant, owner Marty Montano says the turnaround has been noticeable. He says customers are eager to get out after being stuck inside during winter storms, and the restaurant is seeing strong reservations as a result. While the snow created challenges and cut into business, Montano says weekends like this help restaurants start recovering from lost revenue.
Preparing for the rush begins well before couples arrive for dinner. Montano says his team spends several days prepping ingredients and organizing the kitchen to keep service running smoothly during one of the busiest weekends of the year.
Across town at Tizzone Woodfire Kitchen, managers say Valentine’s weekend is also an opportunity to introduce the restaurant to new guests. Brandon Linthicum says the holiday draws many couples who may be visiting for the first time, helping build customer relationships as the weather improves.
Winter weather still left its mark. Linthicum says icy conditions forced temporary closures and slowed business, but steady support from nearby customers helped keep things moving. He says the focus now is creating memorable experiences for couples celebrating while continuing to rebuild after the storms.
With tables filling and kitchens in full swing, restaurant owners say Valentine’s weekend is about more than romance. It is a turning point… a chance to recover from winter setbacks, reconnect with customers, and build momentum for the months ahead.
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Dining and Cooking