acquisition · restaurant

Tet campaign playbook for F&B: how to turn the 2-week shutdown into 12 weeks of compounding visits

Most F&B operators treat Tết as a 2-week revenue gap to absorb. The right operators treat it as the single most concentrated retention window of the year: gift vouchers seed February, family reservations carry Tết week, and post-Tết detox flows pull customers back faster than spring naturally would. Q1 revenue lift is 18–28%.

When it fires

Trigger: F&B venue 60 days before Lunar New Year with Zalo OA opt-ins ≥300 and at least 1 prior Tết of data. PEKO seeds the campaign calendar in mid-November.

Message copy that works

Three-phase structure. (1) Pre-Tết (T-60 to T-7): Zalo OA gift-voucher pre-sale at 10% bonus value (200k voucher costs 180k); family-pack reservations open T-21 with deposit. (2) Tết week (T-2 to T+5): closed-on-X-days reminder; "first day open" announcement with limited family-pack slots. (3) Post-Tết (T+6 to T+30): detox/light-menu flow with 15% off for opt-ins; "return-to-routine" Zalo nudge at T+10.

Cadence + timing

Pre-Tết sends weekly Friday 7pm. Tết-week sends every other day. Post-Tết detox sends weekly Tuesday 10am for 3 weeks. Never send Tết Day 1 morning — culturally tone-deaf.

Expected lift

Venues running this 3-phase playbook see Q1 revenue +18–28% YoY vs venues that just close and reopen. Gift-voucher attach 12–22% of November-December tickets. Family-pack reservations fill 70–90% of Tết week capacity.

Guardrails — don't skip these

Don't discount the gift voucher above 15% bonus — devalues the gift psychologically. Don't push reservations on the last 3 days of Lunar Year (people are traveling/shopping). Don't do a 50%-off post-Tết "reopening" — destroys the retention curve for 4 weeks.

Want the 3-phase Tết campaign configured for your venue? Book a 30-minute walk-through 60 days before Lunar New Year.

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