Promotion #1: The Black Friday Gift Card Bonanza (That Actually Gets Customers Back)
Here’s what most restaurants get wrong about gift card promotions: they sell a $100 gift card and throw in another $25 gift card with no expiration date. Congratulations, you just gave away $25 in free food that might get used three years from now when you’ve forgotten this customer exists.
Do this instead: Sell a $100 gift card, but give them a $25 certificate that expires January 31st. Not a gift card. A certificate. With a hard deadline.
Why? Because you want them back in your restaurant when it’s slow (hello, January), not whenever they feel like wandering in. You want to create urgency. You want to build a relationship while their wallet’s still warm from spending money with you.
Here’s Your Copy-and-Paste Marketing Arsenal:
Email Subject Lines:
- “Black Friday: Buy $100, get $25 back (but hurry)”
- “Your January dinner is on us (if you act fast)”
- “Gift cards + bonus certificates = happy holidays”
Email Body Copy: Subject: Black Friday: Buy $100, get $25 back (but hurry)
Hey [First Name],
Black Friday’s here, and we’re doing something different.
Buy a $100 gift card today through Sunday, and we’ll throw in a $25 certificate you can use in January.
Here’s the catch: that $25 certificate expires January 31st. No extensions. No exceptions.
Why? Because January’s when you need comfort food most, and we want to make sure you come see us when the holiday chaos dies down.
Perfect for gift-giving, or just treating your future self to dinner when the credit card bills arrive.
Get yours here: [LINK]
[Your name]
Social Media Posts:
Facebook/Instagram: “Black Friday special: Buy a $100 gift card, get a $25 January certificate FREE. Perfect for holiday gifts (or treating yourself to dinner when January hits). Certificate expires 1/31 – no exceptions! Link in bio.”
Instagram Stories: “Swipe up for our Black Friday gift card deal Buy $100, get $25 back for January!”
Text Messages: “[Restaurant Name]: Black Friday only! Buy $100 gift card, get $25 January certificate FREE. Expires 1/31. Reply STOP to opt out. [LINK]”
Follow-up text (Sunday): “Last chance! Black Friday gift card deal ends tonight. $25 bonus certificate expires 1/31. [LINK]”
The Promotion Mechanics:
Make this dead simple. Set up a landing page or use your POS system to track these sales. Train your staff to explain: “The gift card never expires, but the bonus certificate must be used by January 31st.”
Print those certificates on different colored paper. Make them look special, not like an afterthought. And for the love of all that’s holy, capture email addresses for everyone who buys these. You’re not just selling gift cards – you’re building your database.
Promotion #2: Holiday Party Bookings (Your Secret Weapon for Year-Round Catering)
If you’re not booked solid with holiday parties right now, you’re leaving serious money on the table. But here’s what most restaurants miss: those holiday parties aren’t just about December revenue. They’re your pipeline for catering gigs all year long.
Every person who walks into your restaurant for a holiday party is a potential catering customer. Every office manager who books a party could book your catering for their company picnic. Every family celebrating Grandma’s 80th birthday could hire you for the graduation party in May.
But only if you capture their information and nurture those relationships.
Your Holiday Party Marketing Blitz:
Email to Your List: Subject: December party bookings filling up fast
[First Name],
Your December calendar’s probably looking scary right about now.
Office parties. Family celebrations. Friend gatherings. Everyone wants to celebrate, but nobody wants to cook.
That’s where we come in.
We’re still taking bookings for December parties, but spots are filling up fast. We handle everything – food, setup, cleanup – so you can actually enjoy your own party.
Private dining room available. Custom menus. Full bar service.
Call or reply to this email to check availability. Don’t wait – December books up quick.
[Your name]
Social Media Campaign:
Facebook Post: “December party planning stressing you out? We’ve got private dining space available for your office party, family celebration, or friend gathering. Full-service catering means you actually get to enjoy your own party. Call to check availability – December’s booking up fast!”
LinkedIn (for B2B): “Planning your company’s holiday celebration? Skip the stress of coordinating catering, venue, and cleanup. Our private dining room and full-service party packages let you focus on celebrating your team’s hard work this year. Message us for availability.”
The Real Money Move: Database Building and Follow-Up
Here’s where most restaurants blow it. They host the party, collect payment, and never think about those customers again.
Don’t be most restaurants.
For every party you book:
- Get the organizer’s contact information
- Collect email addresses from attendees (offer a drawing for a gift card)
- Take photos (with permission) for social media and future marketing
- Follow up within a week with a thank-you email
Your Follow-Up Email Template: Subject: Thanks for celebrating with us!
Hi [Organizer Name],
Just wanted to say thanks for choosing us for your [company/family] celebration last week. It was great having your group in.
Hope everyone had a blast! We certainly enjoyed hosting you.
Keep us in mind for future events – we do off-site catering too, so whether it’s a company lunch, family reunion, or any other celebration, we’d love to help make it special.
Thanks again, [Your name] P.S. Here are a few photos from your party [attach photos]
The Year-Round Catering Pipeline
Those holiday party contacts become your catering goldmine. Add them to a separate email list. Send them monthly emails with catering specials. Follow up in March about spring events. Reach out in May about graduation parties and summer picnics.
One December office party can turn into:
- Valentine’s Day catering for their sales team celebration
- Catering for their company picnic
- The CEO’s retirement party
- Their annual conference lunch
But only if you stay in touch and position yourself as their go-to catering solution.
These two promotions work because they’re not just about immediate sales. The gift card promotion brings customers back during your slowest month. The holiday party strategy builds your catering pipeline for the entire year.
Most restaurants think short-term. You’re smarter than that.
Want to dive deeper into building a catering business that generates serious revenue year-round? Check out my Million Dollar Catering System – it’s everything you need to develop both on and off-premise catering that keeps your restaurant profitable in any season.
Now stop reading and start promoting. December waits for no one.
Michael Thibault
Known as “The Done For You Marketing Guy for Restaurants.” International Speaker on Restaurant Marketing. Published contributing author of 4 Marketing Books. Industry expert on Google Searches and Review Sites. Recovering Independent Restaurant Owner and Caterer of over 21 years. And, all-around good guy.
