Black Friday Sequence for Restaurants Email Guide
Why Black Friday Sequence Emails Fail for Restaurants (And How to Fix Them)
Your restaurant is bustling, but are you truly capturing every holiday dollar? Many restaurants find themselves scrambling last-minute for holiday promotions, often missing out on the full potential of seasonal spending.
The holiday rush is an unique chance to turn casual diners into loyal clients and maximize revenue. Black Friday isn't just for retail.
It's a prime opportunity for restaurants to fill tables, sell gift cards, and secure future reservations. A well-crafted email sequence builds excitement, communicates value, and drives decisive action from your clients.
These battle-tested email templates are designed to move your audience from 'thinking about it' to 'booking now' without sounding desperate or salesy.
The Complete 5-Email Black Friday Sequence for Restaurants
As a restaurant, your clients trust your recommendations. This 5-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Early Bird
Tease the sale before it starts
Hi [First Name],
We've been cooking up something special for the past few weeks. It started with a simple idea: how can we give our loyal clients the best possible way to celebrate the holidays (or treat themselves)?
Not just another daily special. Not a fleeting discount.
Something truly valuable that makes your next dining experience, or gift-giving, effortless and memorable. It's almost ready.
This Black Friday, we're opening up an exclusive offer to a small group of people who want to [ENJOY A PREMIUM DINING EXPERIENCE/GIVE THE PERFECT GIFT]. We'll share the full details soon.
But we wanted you to hear about it first. Stay tuned.
Best, [YOUR NAME]
This email creates curiosity without revealing the full offer. It positions the restaurant as thoughtfully preparing something valuable. The phrase 'we wanted you to hear about it first' creates an insider feeling, building anticipation and exclusivity.
The Reveal
Announce the full Black Friday offer
Hi [First Name],
The wait is over. Our Black Friday offer is now live!
We're offering [SPECIFIC OFFER, e.g., 'a $125 gift card for just $100' or '20% off all holiday catering pre-orders']. This is your chance to: • [BENEFIT 1, e.g., Lock in savings for future meals] • [BENEFIT 2, e.g., Gift an unforgettable dining experience] • [BENEFIT 3, e.g., Simplify your holiday entertaining] This exclusive offer is available until [DATE/TIME].
Don't miss out on securing these savings for yourself or for those you care about. [CTA: Claim your Black Friday offer now →]
Best, [YOUR NAME]
This email clearly communicates the offer and its immediate benefits. The use of bullet points makes the value scannable, appealing to readers who quickly assess information. The time-sensitive call to action uses urgency, prompting immediate consideration and purchase.
The Reminder
Midday reminder for those who missed it
Hi [First Name],
Just a quick note in case you missed our earlier announcement. Our Black Friday special is still running, but time is moving fast.
We're offering [REITERATE OFFER, e.g., 'a $125 gift card for just $100']. This is a perfect solution for holiday gifts, future date nights, or simply treating yourself to a well-deserved meal without paying full price.
Many of our clients are already taking advantage of this opportunity. Don't let this chance to secure significant savings slip away.
The offer ends tonight at [TIME]. [CTA: Get your Black Friday savings before they're gone →]
Best, [YOUR NAME]
This email acts as a gentle nudge, reminding recipients of the offer without being overly aggressive. It uses social proof implicitly ('Many of our clients are already taking advantage') and re-establishes urgency, addressing potential procrastination and encouraging action before the perceived deadline.
The Extended
Weekend extension for hesitaters
Hi [First Name],
We heard from many of you who needed a little more time to decide or simply got caught up in the Black Friday rush. So, by popular demand, we've decided to extend our Black Friday offer until Monday night!
You still have the chance to get [REITERATE OFFER, e.g., 'a $125 gift card for just $100']. This is your final weekend to take advantage of this special pricing.
Think ahead to holiday gatherings, last-minute gifts, or that cozy dinner you've been meaning to plan. Our solutions are designed to make your life easier.
Don't wait until the absolute last minute. Secure your savings today and enjoy peace of mind. [CTA: Extend your savings now →]
Best, [YOUR NAME]
This email provides a second chance, appealing to those who missed the initial deadline due to external factors. It uses the principle of reciprocity ('by popular demand') and offers a perceived benefit of flexibility. The extended deadline re-establishes urgency, but with a slightly softer tone, focusing on future benefits and convenience.
The Final Call
Cyber Monday last chance
Hi [First Name],
This is it. The very last call.
Our Black Friday-Cyber Monday special ends tonight at [TIME]. This is your final opportunity to purchase [REITERATE OFFER, e.g., 'a $125 gift card for just $100'].
If you've been waiting for the perfect moment, this is it. Many of our clients consider this the best way to secure future dining experiences or thoughtful gifts at an incredible value.
After tonight, this offer will be gone. We won't be repeating these specific savings again this year. [CTA: Don't miss out, claim your offer now →]
Best, [YOUR NAME]
This email creates extreme urgency and scarcity. It emphasizes the finality of the offer, triggering the fear of missing out (FOMO). By stating 'this offer will be gone' and 'won't be repeating these specific savings,' it clearly defines the consequences of inaction, compelling immediate purchase decisions.
4 Black Friday Sequence Mistakes Restaurants Make
| Don't Do This | Do This Instead |
|---|---|
✕ Offering a generic percentage discount on the entire menu. | Create specific, high-value bundles or gift card promotions that encourage higher spending and future visits, rather than just reducing overall profit margins on individual items. |
✕ Only promoting the Black Friday offer on social media. | Utilize your email list, in-restaurant signage, and reservation confirmation messages to ensure your loyal clients and recent diners are aware of the exclusive deal. |
✕ Failing to clearly state the offer's expiration date and terms. | Make the offer's end date, any usage restrictions (e.g., valid after Jan 1, not valid on holidays), and how to redeem it unmistakably clear in all communications. |
✕ Ignoring the emotional aspect of holiday gifting and dining. | Frame your offer around the experience: the joy of giving, the warmth of a shared meal, or the convenience of a stress-free celebration, rather than just the monetary savings. |
Black Friday Sequence Timing Guide for Restaurants
When you send matters as much as what you send.
The Early Bird
Tease the sale before it starts
The Reveal
Announce the full Black Friday offer
The Reminder
Midday reminder for those who missed it
The Extended
Weekend extension for hesitaters
The Final Call
Cyber Monday last chance
Start teasing early, peak on Friday, extend through Cyber Monday.
Customize Black Friday Sequence for Your Restaurant Specialty
Adapt these templates for your specific industry.
Fine Dining
- Focus on 'experience' gift cards, perhaps a tasting menu for two, or a sommelier-curated wine pairing, emphasizing exclusivity and luxury.
- Offer a limited number of 'Chef's Table' or private dining room bookings at a special rate for future dates, appealing to high-value clients.
- Highlight the opportunity for clients to secure their holiday party bookings early with a special add-on service or amenity.
Casual Dining
- Promote 'family meal deal' gift cards or 'buy one, get one free' on specific popular dishes for future visits, encouraging repeat family outings.
- Create a 'dine and donate' component where a portion of Black Friday gift card sales goes to a local charity, appealing to community values.
- Offer a bonus item with gift card purchases, like a free appetizer on their next visit, to drive immediate return traffic.
Fast Casual
- Focus on 'meal prep' or 'catering credit' gift cards for busy professionals and families, emphasizing convenience and healthy options.
- Introduce a 'loyalty program enrollment bonus' for Black Friday sign-ups, like double points on their first purchase after the holidays.
- Bundle popular menu items into a 'Black Friday Box' that can be pre-ordered for pickup, offering a complete meal solution at a special price.
Quick Service
- Offer digital gift cards with bonus credit (e.g., buy $20, get $5 free) for quick, easy holiday gifting and future impulse purchases.
- Promote a 'future visit' coupon with every Black Friday purchase, encouraging customers to return after the initial offer is redeemed.
- Highlight the speed and convenience of using your app for ordering and redemption of Black Friday deals, simplifying the customer journey.
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