Special Occasions Journey

Marketing Objective

📱 Wallet Pass Celebrations

Birthday Pass

Auto-delivered 30 days before with countdown timer and special offers

Anniversary Reminder

Push notifications with romantic package suggestions

Holiday Specials

Seasonal passes with exclusive menus and priority booking

VIP Event Access

Digital invitations to special celebration events

Occasion Types & Strategies

Birthday Celebrations

Detection Methods:

Profile data collection
Previous birthday bookings
Social media integration
Loyalty program data

Gifts Offered:

Complimentary birthday dessert
Glass of champagne
Birthday decoration setup
Photo with chef
Special birthday menu

Smart Rules:

Valid within 7 days of birthday
Minimum 2 guests required
Cannot combine with other offers

Journey Flow & Timeline

Early Bird Alert + Wallet Pass (Day -30)
Email Wallet Pass
- “[Name]‘s birthday is coming!”
- Special celebration pass added to wallet
- Exclusive birthday package preview
- Free dessert + champagne included
CTA: “Plan Birthday Celebration” →
Personalized Suggestions (Day -21)
Email Wallet Push
- Curated celebration options
- Group packages with free appetizers
- Private dining availability
- Push: “3 weeks until [Name]‘s birthday!”
CTA: “View Celebration Packages” →
Social Proof + Urgency (Day -14)
SMS Wallet Push
- “127 birthdays celebrated this month”
- Photos from recent celebrations
- Lock screen countdown timer
- Limited availability warning
CTA: “Reserve Your Date” →
VIP Upgrade Offer (Day -7)
Email SMS
- Complimentary cake upgrade
- Decorated private area
- Priority seating
- Smart Rule: Valid specific time slots**
CTA: “Upgrade to VIP” →
Last Chance + Maximum Value (Day -3)
SMS Wallet Push
- Final availability check
- Free bottle of wine added
- Photographer service included
- Instant confirmation
CTA: “Book Now” →
Day-Of Surprise (Day 0)
Wallet Push SMS
- “Happy Birthday! See you tonight!”
- Extra surprise gift revealed
- Special welcome planned
- Staff briefed and ready
CTA: “Get Directions” →
Post-Celebration Follow-Up (Day +2)
Email Wallet Pass
- Thank you message with photos
- Gift card for next celebration
- Share memories invitation
- Review request
CTA: “Share Your Experience” →

🎁 Gift Strategy for Occasions

Low-Cost High-Impact

Birthday candles & song
Handwritten card from chef
Table decorations
Polaroid photo
Special menu presentation

Cost: Under $5 | Value: Priceless

Premium Touches

Champagne toast
Signature dessert
Rose bouquet
Balloon arrangement
Live music request

Cost: $10-20 | Perceived: $50+

VIP Experiences

Private dining room
Chef meet & greet
Custom menu creation
Professional photos
Wine pairing upgrade

Cost: $30+ | Perceived: $100+

Smart Occasion Rules

Maximize Profitability While Creating Magic

Configure occasion benefits strategically:

Booking Windows: Require 48-hour advance reservation
Party Requirements: Minimum spend per person for groups
Time Restrictions: Offer best perks for off-peak celebrations
Menu Limitations: Fixed celebration menus to control costs
Frequency Caps: One birthday benefit per customer per year
Verification: Soft verification through loyalty program
Group Dynamics: Better gifts for larger parties
Seasonal Adjustments: Premium packages during high-demand periods

Performance Metrics

Booking Metrics

Occasion capture rate: 60%
Advance booking: 14 days avg
Party size: 4.2 guests
Repeat celebrations: 85%

Revenue Impact

Check increase: +40%
Wine sales: +65%
Dessert sales: +80%
Gift card sales: +25%

Experience Metrics

NPS score: 9.2/10
Photo shares: 73%
Reviews mentioning: 89%
Referral rate: 45%

Annual Occasion Calendar

January-March

January:

New Year celebrations
Engagement season

February:

Valentine’s Day (Feb 14)
Chinese New Year

March:

International Women’s Day
St. Patrick’s Day

Technology & Automation

// Occasion detection system
const occasionTriggers = {
  birthday: {
    source: ['profile', 'booking_notes', 'loyalty'],
    advance_notice: 30,
    reminder_sequence: [30, 21, 14, 7, 3, 0]
  },
  anniversary: {
    detection: 'previous_year_pattern',
    advance_notice: 21,
    special_touches: ['roses', 'champagne', 'photo']
  }
}

ROI Calculator

Occasion Marketing Returns

Occasions/Month

200

celebrations

Avg Party Size

4.2

guests

Revenue/Occasion

$525

total check

Gift Cost

$15

per celebration

Best Practices

Quick Launch Checklist

Launch Your Occasion Program

☐ Set up occasion data collection
☐ Create celebration packages
☐ Design wallet passes
☐ Configure smart rules
☐ Train service staff
☐ Prepare gift inventory
☐ Set up photo system
☐ Test booking flow
☐ Launch with soft pilot