Watch a report by ITV News Anglia's Tanya Mercer
Pubs and restaurants in the East of England that have suffered a devastating December because of Covid measures are now having to come up with their own schemes to entice customers back through the door.
The recent festive period has been called the "Lost Christmas" after data from UK Hospitality revealed sales on Christmas Day were 60% lower than before the pandemic and New Year's Eve saw a 27% drop in sales.
Pubs, bars and restaurants missed out on £3bn in sales over the festive period as the spread of the Omicron coronavirus variant kept the public at home.
Many hospitality venues rely on a busy festive period to tide them over the quieter months of January and February.
This year though, they are having to cut prices and profits just to keep their business open.