The Malborough Tavern, which was recently awarded a AA rosette, is offering customers 25% off their bill until the end of February.
Licensee Joe Cussens ran the "early diner" offer in the Bath pub in the same period from January last year and found it increased average covers by 10 per day.
The promotion is available to customers eating Monday to Thursday before 7pm.
"It hasn't picked up as quickly this year but any extra covers is good news," said Cussens. "You've already paid for your staff so you might as well use them.
"We will make a profit in January, but the 25% off deal will only be one part of that."
Cussens runs individual promotions throughout the year, including the recent "special steak night" and "beat the blues night", which was held on officially the most depressing day of 2010 — 18 January.
He emails registered customers and produces posters and flyers in house to advertise.
The Marlborough Tavern was awarded an AA rosette in November last year, which is given to "excellent restaurants that stand out in their local area. The food is prepared with care, understanding and skill, using good quality ingredients."
"It's a huge compliment to the work done by our head chef, Richard Knighting, and his team for consistently delivering great food," said Cussens.
Cussens recently bought the freehold from Punch last year and as a result, has been able to stock a wider variety of ales, which is "getting the thumbs up from customers".
The margin on wet sales has increased by around 6% to 60%.
"The day-to-day isn't any different, but overall, it feels more like I'm building up my own business," said Cussens.