Customer loyalty calendar: 10 campaigns not to be missed
30 May 2025
Valentine's Day, Father's Day, Christmas... You know the dates. So do your customers.
But how do you activate them effectively, without resorting to boilerplate promotions or copy-and-paste messages?
In this article, we share with you 10 ideas for SMS & email campaigns easy to launch, timed to the highlights of the year and designed with catering in mind.
Des messages prêts à envoyer, des conseils pour bien cibler et quelques astuces pour tout automatiser, si vous êtes bien équipés 😉
Pick, test and adapt to your schedule.
01. New Year: a helping hand to kick-start the year
January is often low attendance. But it's also a good time to get back in touch with your customers, without waiting for them to come back on their own.
Sample messages
➜ "Best wishes! Let's start the year together? A free drink with your first order!"
➜ "New year, same loyalty: we're giving you a 5-point bonus to get 2025 off to a good start"
Our tips
➜ Add a short deadline (7 days max) to trigger action quickly
➜ Segment your mailings a message for the very faithful, another for those we haven't seen in a while
➜ If you have the info: slip in a personalized wink ("2024 = 18 visits to us. Shall we do it again?").
Why it's a campaign that works for restaurateurs
It's a gentle, no-pressure relaunch. You show that you remember them, and give them a good reason to come back in January, and get the momentum going again without having to make a big discount.
02. Valentine's Day: thank your loyal customers with a duo offer (or not)
It doesn't have to be just couples. Above all, Valentine's Day is an opportunity to bond with your (loyal!) customers.
Sample messages
➜ "15% discount on our entire card from €30 purchase".
➜ An offer for solos: "Single? Let's spend the evening together: your favorite dessert free for purchases over €20"
Our tips
➜ Program automatic shipment via your customer base segmentation by frequency of visit
➜ Personalize the message according to their history ("It's crazy love! You've eaten at our place 15 times this year!").
➜ Add a simple but effective visual to your email or SMS. No need for hearts everywhere, a little wink is enough.
Why it's a campaign that works for restaurateurs
You create a moment of connivance, reward those who come back often, and avoid commercial one-upmanship. It's targeted, easy to set up, and has more impact than a promotion open to all.
03. Mother's/Father's Day: activate your loyal customers with a sponsorship campaign
These holidays are often synonymous with family meals. Rather than aiming for the big picture, offer your loyal customers the opportunity to introduce their friends and family to your restaurant.
Sample messages
➜ "For Mother's Day: invite her to the restaurant, 1 finger food free with a purchase of €15!"
➜ "Father's Day: let him discover your favorite burger, at half price this lunchtime"
Our tips
➜ Segment by purchase history: offer this campaign only to those who have already visited us several times.
➜ Add a priority reservation for devotees if you expect a large crowd on that day.
Why it's a campaign that works for restaurateurs
You reach new customers through those who already know you. The gesture is targeted, the reward well placed, and the "I'll show you my favorite restaurant" effect is a hit.
04. Summer vacations: relaunch your regulars with a simple summer operation
In summer, habits change. Some customers desert the town, others stay but slow down their outings. Now's the time to show your openness and thank them if they continue to order.
Sample messages
➜ ➜ "Even in flip-flops, you're loyal: we'll give you a free homemade ice tea for every €1 you order throughout August."
➜ "Order this summer = 30 loyalty points offered for orders of €15 or more (valid until August 31)"
Our tips
➜ Target only customers active over the last 3 months
➜ Add a fresh offer adapted to the season: drink, ice cream, dish of the day
➜ Call back customers who have been inactive for 30 to 60 days with a "come back, we've got the best shady spots" formula.
Why it's a campaign that works for restaurateurs
You reward those who remain loyal, even in off-peak periods. What's more, you show your customers that you remain open and reactive, where many establishments close. It's a good way of smoothing out visitor numbers over July and August.
05. Back to school: help your customers get back into their routine
After the vacations, some customers are slow to get back into the swing of things. Remind them that you're always there, and that their loyalty is not forgotten.
Sample messages
➜ "It's been a long time... To celebrate the recovery, your dessert is free with a purchase of €5 or more until September 15."
Our tips
➜ Activate a "customers absent for 30 days" segment to target more effectively
➜ Add a cool back-to-school-related message: "We're not handing out supplies, but we've got plenty to fill your plate."
Why it's a campaign that works for restaurateurs
You reactivate customers who already know you, without going looking for cold traffic. By playing on the "back to normal" tone, you recreate habit without forcing it.
06. Customer's birthday: send a customized (and automated) offer
Simple, effective and eagerly awaited: birthdays are still one of the best ways to build loyalty. Especially if the offer is a little nicer than a banal "-10 %".
Sample messages
➜ "Happy birthday [First name]! We're giving away your favorite dish this week"
➜ "It's your month: 1 loyalty bonus on your next order"
Our tips
➜ Automate mailing thanks to your customer base: no need to think about it every year
➜ Mention a short period (5 to 7 days max) to encourage quick bookings
Why it's a campaign that works for restaurateurs
It's an attention that costs little, but strengthens the bond. It's also a reminder that you know your customers and want them to come back.
07. Black Friday: slip a flash promo to your best customers
No need to display -50 % to participate. Black Friday is an opportunity to propose a targeted, fast offer, reserved for those who are already loyal to you.
Sample messages
➜ "Black Friday for real people: 1 dessert free from €10 purchase (exclusive loyalty member offer)"
➜ "Private offer this Friday only: 50 loyalty points offered for all orders placed between 12pm and 2pm"
Our tips
➜ Send a teaser the day before: "A surprise is coming tomorrow, keep your eyes peeled."
➜ Segment by purchase frequency: you can reserve the offer for the top 30 % of your customers
➜ Set a time limit (a specific day or time slot) to create a real sense of urgency.
Why it's a campaign that works for restaurateurs
It's a campaign that's quick to deploy, easy to automate, and highly effective in enhancing the value of regular customers. You avoid mass promotion and play the exclusivity card.
08. National or local holiday: plan a themed campaign
Special occasions (July 14th, local festivals, sporting events, etc.) are ideal for creating links with regular customers. It's a chance to give a nod to your roots and thank those who support you all year long.
Sample messages
➜ "On July 14, we're pulling out all the stops: 1 free aperitif for all loyalty program members"
➜ "Football match: 1 free drink if you order between 6pm and 8pm this Saturday"
Our tips
➜ Customize the message according to the event
➜ Add on-site entertainment (express tombola, ephemeral dish, signature drink) for those passing by
➜ Activate an automatic reward linked to a specific time slot or day
Why it's a campaign that works for restaurateurs
You use highlights to generate traffic and strengthen attachment to your brand. It's local, it's lively, and it's effortlessly rewarding.
09. Christmas: send a personalized thank-you note with an early-bird offer
In December, everyone is in demand. So rather than adding yet another promo to the pile, play the recognition card: a surprise, a personalized message, or early access to your holiday offers.
Sample messages
➜ "Thank you for standing by us this year. The limited-edition Christmas entry is available until December 24."
➜ "Be the first to discover our signature dish for Christmas"
Our tips
➜ Program a mailing campaign segmented by order history
➜ Slip in a premium offer valid only for VIPs (such as a tasting menu or a box).
Why it's a campaign that works for restaurateurs
At the end of the year, what counts is the relationship. You stand out from the crowd without undercutting your prices, you reward those who support you, and you're already preparing the ground for January.
10. Your opening anniversary: VIP offer for the most active customers
Your opening date is your very own "party". Take this opportunity to thank those who have been with you since the beginning (or almost), with special attention reserved for the most loyal.
Sample messages
➜ "5 years already! To celebrate, we're giving away 1 exclusive gift if you stop by this week."
➜ "You've ordered 27 times since we opened. Your next order at half price!"
Our tips
➜ Use traffic stats in your messages ("15 orders with us, that deserves a gift").
➜ Limit to a limited number of customers or to a single day to reinforce the "privilege" aspect.
➜ Add a small gift to pick up on the spot to mark the occasion
Why it's a campaign that works for restaurateurs
It's the perfect opportunity to strengthen long-term loyalty. You value the people who really come with you, without generic promos, and you create a moment they'll remember.
Loyalty is our thing (and your customers' too)
At Obypay, we help restaurants to set up a loyalty that really works: well thought-out, automated and aligned with your priorities.
Want to know more? Our team is here to talk to you.
And if you want to see how it applies in the field, discover how 10.55 relies on our loyalty program to keep its customers coming back.
