October-December Review Calendar: The 13-Week Plan for Hospitality Businesses

You've got 13 weeks from October to New Year. Each week has its own momentum, its own customer mindset, its own review opportunity. Miss one and you've left velocity on the table.

But here's the thing: you don't need to reinvent the wheel every week. You just need a clear calendar. What to do. What to say. What to automate. So let's build it.

October: The Setup Phase

Week 1 (Oct 1–7): Foundation & Automation

What to do:

• Audit all your review platforms (Google Business Profile, TripAdvisor, local directories).
• Set up text and email automation for review requests.
• Brief your team. They need to know it's coming.

What to say:

• Nothing yet. This week is behind-the-scenes work.

What to automate:

• Text template ready to go: "Thanks for visiting. If you loved it, here's where you can leave us a review: [link]"
• Email signature updated with review link.

Week 2 (Oct 8–14): Messaging & Messaging Calibration

What to do:

• Design your autumn-specific messaging.
• Write three versions: short (for till receipts), medium (for texts), long (for follow-up emails).
• Test the scripts with your team. Do they sound natural?

What to say:

• "Loved the autumn menu? Help others discover our seasonal specials with a review."
• "Thanks for coming in. Leave us a quick review—it genuinely helps."

What to automate:

• QR code posters printed and placed at till points, tables, exit.
• Template messages loaded into your text/email system (not sent yet).

Week 3 (Oct 15–21): Launch New Menu

What to do:

• Roll out your autumn/winter menu specials.
• Each special gets a review mention attached to it.
• Start sending automated review requests to first-time customers.

What to say:

• "Trying our new [seasonal item]? Let us know what you think in a review."
• "Spotted us for the first time? We'd love to hear what brought you in."

What to automate:

• Review request goes out 24 hours after purchase (captured via till system).
• New specials have review mentions on menus and signage.

Week 4 (Oct 22–31): Halloween Events

What to do:

• If you're doing Halloween events (group bookings, special menus, etc.), position them as gatherings.
• Use the event as a trigger point for reviews.

What to say:

• "Thanks for celebrating with us. Leave a review and help your friends find us too."
• "Brought the group in for Halloween? We'd love to hear about it."

What to automate:

• Event booking confirmation includes review mention.
• Post-event reminder text goes out 24 hours after the booking.

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November: The Acceleration Phase

Week 1 (Nov 1–7): Bonfire Night Angle

What to do:

• Bonfire Night (Nov 5) is a gathering moment. Warm drinks, group bookings, community feel.
• Use it as a review hook without forcing it.

What to say:

• "Came in to warm up after the fireworks? Tell us your story in a review."
• "November's all about gathering. Thanks for gathering with us."

What to automate:

• Bonfire Night messaging goes into social media and till signage.
• Text reminder goes out Nov 4: "Come warm up with us post-fireworks."

Week 2 (Nov 8–14): Office Party Season Begins

What to do:

• November to December is office party season. Bookings are flooding in now.
• Each booking confirmation is an opportunity.

What to say:

• "We've got your party booked for [date]. We'd love your feedback afterwards—leave us a review when you do."
• "Office parties are our favourite. Help us stay the favourite with a review after yours."

What to automate:

• Booking confirmation email includes review link and soft mention.
• Post-event follow-up text (send 24 hours after their party): "Thanks for the party. We'd love to know how it went."

Week 3 (Nov 15–21): Pre-Christmas Push

What to do:

• This is when people start actively thinking about Christmas. Gift cards, bookings, meetups.
• Your messaging should acknowledge the season without being heavy-handed.

What to say:

• "Planning a Christmas catch-up with us? Leave a review and help others find their Christmas spot too."
• "Gift cards make great presents. And reviews make great word-of-mouth."

What to automate:

• Gift card purchase → confirmation email with review mention.
• Post-purchase text: "Bought a gift card? When it's used, we'd love a review."

Week 4 (Nov 22–28): Black Friday Weekend

What to do:

• Black Friday and the weekend after. Discounts, limited-time specials, high traffic.
• Reviews are cheap when you're already driving traffic anyway.

What to say:

• "Got a great deal? Love what you tried? Share your find in a review."
• "Black Friday brought you in. Reviews keep you coming back."

What to automate:

• Every discount code includes review link in the confirmation.
• Monday morning text (Nov 28): "Thanks for shopping with us. Love us? Review us."

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December: The Peak Phase

Week 1 (Dec 1–7): Christmas Party Season Ramps

What to do:

• You're in the thick of it now. Parties every evening, high stress, high opportunity.
• Lean into the momentum.

What to say:

• "Christmas parties are our bread and butter. Thanks for making them special—leave us a review."
• "Had a great time at our place? Others should hear about it."

What to automate:

• Every party booking gets a thank-you text 24 hours after: "Thanks for celebrating with us. Feedback?"
• Till receipt: "Christmas party with us? Help us stay Christmas-party central with a review."

Week 2 (Dec 8–14): Peak Busy

What to do:

• Peak week. You're probably running on fumes. Automation is your lifeline.
• Don't try to do anything fancy. Just keep the ask simple and constant.

What to say:

• Keep it short. "Love us? Review us" is enough.
• QR code at till. Text reminder. That's your system now.

What to automate:

• Automated text goes out every evening to customers from that day: simple thank-you + review link.
• QR codes everywhere customers might need them.

Week 3 (Dec 15–21): Last-Minute Shoppers

What to do:

• Last-minute gift buying, office parties wrapping up, one final push before the quiet.
• You're close to the finish line.

What to say:

• "Last-minute visit? Grabbed a gift? Tell us what you thought."
• "Final push before the holidays. Help us shine with a review."

What to automate:

• Every customer gets a post-visit text within 24 hours.
• Email follow-up to big orders: "Thanks for the big order. Feedback?"

Week 4 (Dec 22–28): Christmas Period & Boxing Day

What to do:

• Christmas Eve through Boxing Day. Quieter than weeks 1–3 but still busy with between-holiday traffic.
• Momentum has shifted. Relax slightly, but keep the system running.

What to say:

• "Boxing Day bargains keeping you warm? Tell us about it."
• "Thanks for visiting. Reviews are the gift that keeps giving."

What to automate:

• Scale back slightly. Maybe every other customer gets a text (to avoid burnout on your side too).
• Continue automated follow-ups for walk-ins.

Week 5 (Dec 29–Jan 2): New Year Positioning

What to do:

• The tail end of December and first week of January. People are thinking about New Year's resolutions.
• Plant seeds for January momentum.

What to say:

• "Starting 2027 with better coffee? Tell us why we're your choice."
• "New year, same great coffee. Help us stay your resolution with a review."

What to automate:

• Post-visit text: "Thinking of making us your regular? A review would mean the world."
• Email: "See you in 2027. Reviews from 2026 help others find us in the new year."

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The Mechanics Behind This Calendar

Each week shifts the angle. Autumn menu → Halloween → Bonfire Night → offices → Christmas → Boxing Day → New Year. You're not repeating the same ask. You're giving customers a different reason to review you every single week.

And here's what's important: most of what's written down above should be automated. Your staff shouldn't be manually sending texts or designing posters weekly. You set it up once in October, and it runs.

Track your numbers weekly. How many customers? How many reviews? What's your conversion rate? If it's low in a particular week, adjust the messaging the following week.

The Bottom Line

Put simply, a calendar takes the guesswork out. You know what to do, when to do it, and what to say. That's 90% of the battle in Q4. The other 10% is just showing up and letting the system work.

So print this. Adapt it for your business. And by the time January hits, you'll have built review velocity that'll carry you through the quiet season.

Now go fill in your calendar.