Seasonal Journey

Journey Name

Dynamic Seasonal Revenue Maximization Engine

Precise Marketing Objective

Capitalize on seasonal opportunities to increase revenue by 35% during key periods, while smoothing activity during slow periods and creating memorable culinary traditions.

Target Customer Segment

• Seasonal Segmentation:
  • Spring Lovers (terraces, freshness)
  • Summer Socializers (groups, after-work)
  • Autumn Gourmets (seasonal products)
  • Winter Comfort Seekers (cocooning)
• Target Behaviors:
  • Early adopters (visit in advance)
  • Last-minute bookers
  • Tradition keepers (same annual dates)
  • Experience seekers (new offerings)

Déclencheurs Spécifiques

Main Seasonal Calendar

{
  "seasonal_triggers": {
    "spring": {
      "events": ["Easter", "Mother's_Day", "May_Holidays"],
      "themes": ["terrace", "freshness", "detox"],
      "timing": "March-May"
    },
    "summer": {
      "events": ["Music_Festival", "July_4th", "August_Vacation"],
      "themes": ["BBQ", "rosé", "long_happy_hours"],
      "timing": "June-August"
    },
    "autumn": {
      "events": ["Back_to_School", "Beaujolais", "Halloween"],
      "themes": ["mushrooms", "game", "comfort"],
      "timing": "September-November"
    },
    "winter": {
      "events": ["Christmas", "New_Year", "Valentine's_Day"],
      "themes": ["truffle", "raclette", "chocolate"],
      "timing": "December-February"
    }
  }
}

Contextual Triggers

• Exceptional weather (first beautiful day)
• Local events (festivals, concerts)
• Viral trends (TikTok food trends)
• Exceptional products available

Detailed Journey Steps

Step 1: Early Teasing (Day-45)

Channel: Email + Social Media Content:

• “Get ready for [Season]”
• Sneak peek of new seasonal menu
• Early bird bookings open
• Online countdown
• CTA Action: “Visit in preview”

Step 2: Menu Launch (Day-30)

Channel: Orchestrated multi-channel Content:

• Full seasonal menu reveal
• Chef video explaining inspirations
• Limited edition gift card
• Digital seasonal pass
• CTA Action: “Discover the menu”

Step 3: Urgency Building (Day-21)

Channel: SMS + Web Push Content:

• “Limited availability for [Event]”
• Calendar filling visualization
• 48h flash offer: -20% certain slots
• Social proof: “Already 80% booked”
• CTA Action: “Book now”

Étape 4: Experience Packages (J-14)

Canal: Email riche Contenu:

• Formules tout inclus:
  • Saint-Valentin: Menu + Champagne + Roses
  • Pâques: Brunch + Chasse aux œufs
  • Noël: Dîner + Animation + Cadeaux
• Options personnalisation
• Action CTA: “Créez votre moment”

Étape 5: Last Minute Push (J-7)

Canal: SMS + Retargeting Contenu:

• “Dernières places disponibles!”
• Alternative dates si complet
• Option liste d’attente
• Suggestion carte cadeau si trop tard
• Action CTA: “Dernière chance”

Étape 6: Day-Of Activation (J-0)

Canal: SMS + Web Push Contenu:

• Welcome message personnalisé
• Surprise du jour débloquée
• Photo spot saisonnier indiqué
• Hashtag challenge participation
• Action CTA: “Profitez de votre soirée”

Étape 7: Seasonal Memories (J+3)

Canal: Email + Social Contenu:

• Album photos de la soirée
• Recette signature à refaire
• Invitation prochaine saison
• Avis avec photo incentivé
• Action CTA: “Partagez vos souvenirs”

Étape 8: Off-Season Bridge (Intersaison)

Canal: Email mensuel Contenu:

• “En attendant [prochaine saison]”
• Produits de saison disponibles
• Événements hors-saison
• Carte cadeau pour prochaine fois
• Action CTA: “Restez connecté”

Canaux de Communication

Mix Saisonnier Optimal

• Printemps: Instagram (visuels frais), Email
• Été: SMS (mobilité), Stories, Web Push
• Automne: Email long-form, Blog, Pinterest
• Hiver: Web Push (cadeaux), Facebook, Email

Calendrier Editorial

{
  "content_calendar": {
    "weekly": {
      "monday": "Inspiration menu",
      "wednesday": "Behind scenes",
      "friday": "Weekend specials",
      "sunday": "Week ahead"
    },
    "monthly": {
      "week_1": "Season launch",
      "week_2": "Chef spotlight",
      "week_3": "Customer stories",
      "week_4": "Next month preview"
    }
  }
}

Success Indicators (KPIs)

Seasonal KPIs

• Period revenue uplift: Target +35%
• Peak days occupancy rate: Target 95%
• Advanced booking rate: Target 60%
• Package adoption: Target 40%

Activity Smoothing KPIs

• Off-peak improvement: +20%
• Midweek occupancy: +30%
• Lunch service growth: +25%
• Seasonal retention: 70%

Marketing KPIs

• Campaign ROI: Target 6:1
• Seasonal email open rate: >55%
• Social engagement: +100%
• UGC generation: 500 posts/season

Caramel Journey Configuration

Seasonal Automation

seasonal_workflow:
  triggers:
    - calendar_based: 45_days_before_event
    - weather_based: first_sunny_day_spring
    - inventory_based: special_product_available

  segments:
    early_birds:
      - booked_previous_year_same_event
      - advance_booking_history > 21_days

    spontaneous:
      - last_minute_booking_pattern
      - proximity < 5km

  personalization:
    - previous_seasonal_preferences
    - dietary_adaptations
    - group_size_patterns
    - price_sensitivity

Dynamic Content Rules

{
  "content_adaptation": {
    "weather": {
      "sunny": "emphasize_terrace",
      "rainy": "cozy_interior_focus",
      "cold": "comfort_food_highlight"
    },
    "availability": {
      "high": "create_urgency",
      "medium": "highlight_best_times",
      "low": "push_alternatives"
    },
    "customer_type": {
      "family": "kids_friendly_options",
      "couple": "romantic_elements",
      "business": "efficiency_focus"
    }
  }
}

Tests A/B Recommandés

Test 1: Launch Timing

• Variante A: 45 jours avant
• Variante B: 30 jours avant
• Variante C: 21 jours avant
• Métrique: Booking velocity et fill rate

Test 2: Promotion Type

• Variante A: Early bird discount
• Variante B: Value-added packages
• Variante C: Limited edition items
• Métrique: Margin preservation et perceived value

Test 3: Visual Style

• Variante A: Traditional seasonal
• Variante B: Modern minimalist
• Variante C: Nostalgic vintage
• Métrique: Engagement et conversion

Stratégies par Saison

Printemps Strategy

{
  "spring_focus": {
    "themes": ["renouveau", "fraîcheur", "légèreté"],
    "products": ["asperges", "fraises", "agneau"],
    "experiences": ["brunch_terrasse", "pique_nique_gourmet"],
    "partnerships": ["florists", "farmers_markets"],
    "events": ["wine_tasting_rosé", "herbs_workshop"]
  }
}

Été Strategy

• Beach club popup
• Sunset apéros
• BBQ masterclass
• Festival partnerships
• Vacation packages

Automne Strategy

• Harvest celebrations
• Truffle experiences
• Wine vintage launches
• Comfort food festival
• Halloween themed nights

Hiver Strategy

• Christmas markets
• NYE gala packages
• Valentine’s experiences
• Ski resort partnerships
• Home delivery comfort

Innovation Saisonnière

Pop-Up Concepts

• Summer rooftop bar
• Winter chalet experience
• Spring garden restaurant
• Autumn forest dining

Seasonal Subscriptions

{
  "subscription_models": {
    "season_pass": {
      "price": 299,
      "benefits": [
        "10%_discount_all_season",
        "priority_booking",
        "exclusive_events",
        "birthday_dinner_free"
      ]
    },
    "tasting_membership": {
      "price": 99,
      "benefits": [
        "monthly_tasting_menu",
        "wine_pairing_included",
        "chef_meet_greet"
      ]
    }
  }
}

Collaborations Créatives

• Local artists exhibitions
• Seasonal music playlists
• Fashion shows integration
• Charity partnerships

Gestion des Pics

Capacity Management

• Dynamic pricing algorithms
• Turnover optimization
• Service time slots
• Overflow partnerships

Staff Scaling

• Seasonal recruitment
• Cross-training programs
• Partner staff sharing
• Technology automation

Inventory Planning

• Predictive ordering
• Supplier partnerships
• Menu engineering
• Waste reduction

International Calendar

Global Events Integration

• Chinese New Year
• Diwali
• Ramadan/Eid
• Thanksgiving
• Black Friday

Cultural Adaptations

• Multilingual campaigns
• Dietary accommodations
• Cultural celebrations
• International cuisine weeks

ROI Optimization

Revenue Maximization

• Peak periods: +50% pricing power
• Packages: 30% higher margin
• Gift cards: 20% non-redemption
• Subscriptions: Predictable revenue

Cost Management

• Seasonal staff efficiency
• Inventory optimization
• Marketing automation
• Partnership leverage

Financial Caramel referral system

• Seasonal revenue: +35% ($1.5M)
• Marketing cost: 8% of incremental
• Net profit impact: +$400k/year
• ROI: 7:1

Crisis Management

Weather Contingency

• Indoor/outdoor flexibility
• Weather insurance
• Alternative experiences
• Rapid communication

Overboking Protocol

• Waitlist management
• Sister restaurant network
• Compensation packages
• VIP priority system

Future Innovations

Technology Integration

• AR menu previews
• AI demand forecasting
• Blockchain ticketing
• Virtual dining experiences

Sustainability Focus

• Zero-waste events
• Local sourcing emphasis
• Carbon-neutral delivery
• Eco-friendly packaging

Experience Evolution

• Immersive dining theater
• Celebrity chef series
• Global cuisine journeys
• Molecular gastronomy events