Black Friday: what opportunities for the foodservice industry?
10 October 2025
This year's Black Friday falls on November 28, 2025, just after Thanksgiving, in keeping with American tradition. In the United States, this day marks the start of the year-end shopping season.
Originally, the Americans distinguished between two highlights: Black Friday for in-store purchases and Cyber Monday for online sales. Over time, the boundaries have blurred, and the concept now extends over several days, or even an entire week.
In France, Black Friday has been widely adopted and adapted. For the restoration industry, this period has yet to be fully exploited, even though it could open up interesting prospects.
Why is Black Friday an opportunity for restaurants?
Black Friday is still largely associated with fashion, electronics and supermarkets. Yet restaurants have everything to gain from taking an interest. Consumers expect to find offers everywhere at this time of year, and the restaurant business is no exception.
It's an opportunity to :
➜ generate traffic in your establishment during a usually quiet period,
➜ highlight your gift cards to be consumed later,
➜ test new formulas or time-limited products,
➜ stimulate your customer database by sending a targeted SMS or email campaign,
➜ strengthen the loyalty by offering an exceptional bonus on your loyalty program.
However, the aim is absolutely not to sacrifice your margins. Many restaurateurs rightly fear the idea of having to display aggressive discounts such as -70%. In reality, this kind of approach appeals neither to your loyal customers nor to those you're trying to attract.
The real challenge is to exploit a day already identified and anchored in the minds of consumers to intelligently activate your establishment, without devaluing your offer.
What actions can you take during Black Friday in the restaurant business?
Multiplying offers and promotions is not the most productive solution. If this is your first Black Friday, focus on an activation, then put the emphasis on communication. The important thing is that your customers know you're taking part in the event, and that they'll want to drop in on you in between shopping sprees.
The easiest to set up: offer a promotional code
The promo code will always be a classic. You can integrate it into your control terminals, QR Codes, Click & Collect or directly at the checkout. It can take several forms: a discount on the bill, a free product or a benefit linked to a minimum amount spent. The advantage is that it doesn't require any operational changes in the kitchen, and can be easily integrated into your existing digital tools.
The most engaging: double loyalty points
Rather than lowering your prices, play on loyalty. Double your accumulated points during Black Friday is an incentive to shop that day, but above all to come back and use the benefits acquired. You have to see it as a long-term investment: you don't touch your margins and you increase customer lifetime value.
The most condensed: launch a flash offer
A time-limited offer, e.g. between 3 p.m. and 6 p.m., allows you to fill your off-peak hours. You can announce it in advance or trigger it in real time via SMS or push notifications. The "urgency" effect motivates nearby customers to move quickly.
How to communicate effectively about your activation?
Prepare your communication in advance. If you wait until the very same day to send out a notice, you risk missing out on the bulk of the traffic. Plan your publications, schedule your mailings, and make sure your teams are briefed to relay the information on the spot.
Social networking
Don't be content with a single post on the big day - it'll be drowned out by a hundred others. Create a small campaign: a story teaser the day before, a countdown to generate anticipation, and a reminder the same morning. Vary formats (carousel, reel, story) to reach a maximum number of subscribers.
Website
Add a banner or pop-up the week before, on the home page of your website.
Google Business
Many customers find you via Google Maps. Add your offer to the "News" tab and highlight it in the photos. It's free and very quick to do. To save time, remember to reuse the content you've created for your social networks!
SMS, email & push notifications
These are your most effective channels for opening rates.
- Segment your mailings to be relevant: propose an exclusive offer to your regulars and a reactivation message for customers who haven't ordered in a while.
- Plan a first shipment the day before to create the expectation, then a reminder on D-day to trigger the action.
- Ban generic messages: a personalized SMS with the first name, a clear amount and a precise benefit gives much better results than just another "Black Friday special".
Restaurants: what are the alternatives to Black Friday?
Is Black Friday not in line with your values? In recent years, responsible initiatives have emerged that offer restaurateurs other ways of capturing their customers' attention, without falling into the logic of over-consumption.
Green Friday: the anti-Black Friday
Launched in 2017, Green Friday wants to counter the Black Friday frenzy by promoting sustainable consumption. The movement encourages responsible purchasing, repair and recycling, rather than the discount race.
For a restaurant, it's an opportunity to highlight your commitments:
➜ offer a 100% local and seasonal menu
➜ add value to your partner producers
➜ offer an advantage to customers who bring their own container
Giving Tuesday: the day of solidarity
The Tuesday following Black Friday has become World Giving Day. Giving Tuesday invites individuals, companies and associations to mobilize around generosity.
For a restaurant, it's a great opportunity to showcase your role in local life:
➜ donate a portion of your sales to an association
➜ offer a meal for every menu ordered
➜ organize an indoor collection for the association of your choice
Bleu Blanc Rouge Friday: the local alternative
Born in France, Blue White Red Friday defends "French consumption" in the face of massive Black Friday discounts. Here, no -50 %, but limited reductions (-5 to -20 %) to promote French products and support local employment.
In a restaurant, this can mean :
➜ a special menu with only French ingredients
➜ showcasing your producers
➜ or a symbolic discount
It's a simple way of reminding us that behind every dish, there's know-how and faces.
Make the most of Black Friday
Whether you choose to participate in Black Friday or turn to an alternative, this year, turn a one-off attention-grabber into a lasting relationship with your customers.
At Obypay, we work with restaurateurs to make these high points a lasting boost to their business.
Would you like to see how these mechanics can be adapted to your business? Contact us and let's plan your next operation together.
