By Apollo Woods, Executive Director of Bigger Than Food Foundation

When the Oklahoma State Fair rolls into town, local restaurant owners often feel like they’re losing out. Customer traffic slows, and it can seem like all attention is focused on the deep-fried corn dogs and Ferris wheels. But let’s shift our perspective. Instead of competing against the fair, local restaurants can embrace this annual event to drive traffic to their businesses. After all, the Oklahoma State Fair is a vital economic generator for Oklahoma City, attracting thousands of visitors, and that means opportunities. But to benefit from this, you have to be strategic.

At Bigger Than Food Foundation, we know that small businesses, especially restaurants, are the backbone of our community gathering places. These places are where families gather, friends meet up, and memories are made. If we want to support local restaurants, it’s crucial for them to be ready to seize the opportunities that big events like the fair bring.

Here are three practical strategies local restaurant owners can use to take advantage of the Oklahoma State Fair and other major events in Oklahoma City.

 1. Partner with Local Influencers and Pay Them Fairly

Social media influencers, especially food bloggers, have a massive impact on where people decide to eat. Whether it’s Instagram, TikTok, or YouTube, a post from a trusted local influencer can introduce your restaurant to hundreds, if not thousands, of potential customers.

However, bartering food for their services is not a good practice. A meal does not equate to the value of their time, skills, and audience reach. Influencers are professionals, and like any other professional, they deserve to be paid fairly for their work. Restaurant owners should budget for influencer marketing, the same way they would for traditional advertising.  If budgeting is a challenge, be open-minded to a mutually beneficial exchange. 

Reach out to local influencers and offer them compensation that reflects their impact. Pay them to come in and try your food, create posts, and engage their followers. Trust me, a strong partnership with the right influencers can bring in customers not just during fair season, but year-round.

 2. Prepare for Big Events Before They Arrive

The Oklahoma State Fair, NBA playoffs, conferences, and conventions are prime opportunities to showcase your restaurant to both locals and out-of-towners. But if you’re waiting until these events are happening to start thinking about how to market your restaurant, you’re already behind.

You need a solid plan well before the event hits town. Let’s be honest, most restaurants and retailers haven’t assessed whether their marketing plan aligns with their revenue goals.  Yep!  I said it.  This includes making sure your staff is ready to handle increased traffic, your menu is set with items that stand out, and, most importantly, your marketing strategy is on point. Use social media, email lists, text message services, and even local radio to let people know about your specials, promotions, and what makes your restaurant unique.

The big mistake many restaurants make is thinking customers will automatically show up because your “food is good”. That’s simply not true. If people don’t know about you, or the customer experience wasn’t memorable, they won’t come. Get your name out there early so when visitors start looking for places to eat, your restaurant is top of mind.

 3. Offer Fair-Inspired Menu Specials

One thing the Oklahoma State Fair is known for is its over-the-top, indulgent food. From fried everything to massive turkey legs, the fair is a feast for the senses. But why let the fair have all the fun? Local restaurants can create their own fair-inspired dishes to attract customers who want that fun food experience without the hassle of crowds and parking.

Create a special limited-time menu featuring fair-inspired dishes. Think fried pickles, funnel cake-style desserts, or oversized portions that scream “share me on social media.” You don’t need to reinvent the wheel here—just offer your spin on classic fair foods. This not only attracts customers looking for something fun and different but also taps into the excitement of the fair without them having to leave the neighborhood.

Support Local and Enjoy the Oklahoma State Fair

Let’s be clear—the Oklahoma State Fair is important for our city. It brings in visitors, generates revenue, and creates excitement. But it doesn’t mean local businesses have to suffer during its run. With the right marketing strategy, restaurant owners can benefit from the increased attention that big events bring to the city.

If you’re a local restaurant owner, don’t wait for the crowds to pass you by. Prepare, partner with influencers, and get creative with your menu. With the right approach, you can turn major events like the Oklahoma State Fair into a major win for your business.

And for those of us in the community, let’s do our part. Go to the fair, enjoy it, and then make a point to stop by your favorite local spot. Supporting local businesses isn’t just about buying a meal—it’s about helping sustain the restaurants that make our neighborhoods unique.

When the fair comes to town, let’s make it a win-win for everyone. Oklahoma City thrives when we all thrive. Let’s make sure our local restaurants stay a part of that success.