Food commerce is seasonal — so is delivery. But the seasonalities are sometimes opposite of what we imagine. Here’s how to navigate the year to maximize each period.
January-February: the paradoxical dip
Winter is traditionally good for deliveries… except January-February, which are historically slow. Why?
Good resolutions (diet, salads) are pulling down the average ticket. January is financially tight for many. The new season hasn't yet launched.
Strategy:
- Targeted promotions to stimulate volume
- Highlighting “healthy” options (salads, bowls, balanced dishes)
- Preparation of the spring menu
- Not the time to invest heavily in paid marketing
Mars-April: The Restart
Spring restarts the momentum. Sales are rebounding.
Strategy:
- Launch of the spring card (asparagus, lamb, light dishes)
- New photos of dishes with spring light
- Activation of seasonal promotions
- Optimization of platform listings (reviews, photos, descriptions)
It’s also a good time to test new platforms or new concepts.
May-June: the early summer peak
With the beautiful weather, two opposing dynamics:
Positive:
- Increased tourism in certain cities
- Longer evenings = more orders at the end of the evening
- Aperitifs, shared plates that work well
Negative:
- Decrease in office area (Easter school holidays, weekends)
- Competition with terraces (people go out instead of ordering)
Strategy:
- Seasonal cards with seasonal products
- Promotion of the aperitif (charcuterie boards, tapas)
- Adaptation of hours (later evening orders)
July-August: the great dichotomy
Summer is the time when the areas differentiate the most:
Tourist Zone
Peak of the year. Visitors passing through order delivery to their accommodation.
Strategy:
- Adjusted rates (you can earn 10-15% more)
- Photos that highlight the "local specialty" aspect
- Multilingual listings
- Maximum number of platforms activated (including Wolt if present)
Zone office / urban non-touristic
Yearly hollow. Population went on vacation. Activity halved.
Strategy:
- Temporary workforce reduction
- Aggressive promotions to maintain a minimum
- Potential scheduled closures (1-2 weeks)
- Autumn card work for the return
September: An explosive return
September is one of the best months of the year. Everyone comes back, resumes habits, and starts ordering again.
Strategy:
- Launch the autumn card as early as the first week
- Communication on social networks and the email list
- Activation of "back to school" promotions
- Optimization of platform listings (algorithms are also restarting)
October-November: the full season
This is the peak. The busiest season. Home evenings are multiplying with the decrease of light.
Strategy:
- Maximum production, full team
- Comfort food dishes highlighted (soups, stews, braised dishes)
- Black Friday preparation (November 28, 2025)
- Holiday preparation (to be anticipated as early as mid-October)
December: The Holidays
Décembre est un mois magique, rempli de joie et de traditions. C'est la période des fêtes, où l'on se retrouve en famille et entre amis pour célébrer.
Voici quelques traditions typiques de décembre :
- Noël : La fête la plus importante, célébrée le 25 décembre. Elle est associée à la famille, aux cadeaux, à la décoration de sapin et à la consommation de repas festifs.
- Saint-Nicolas : Le 6 décembre, on laisse des friandises dans les chaussures des enfants.
- La Saint-Martin : Le 11 novembre, on sort les parapluies et on mange des chaussons aux raisins.
- Les marchés de Noël : Des marchés traditionnels apparaissent dans les villes et villages, proposant des produits artisanaux, de la nourriture et des boissons chaudes.
Décembre est un mois de renouveau et d'espoir, une période pour se souvenir de ceux qu'on aime et pour partager des moments précieux.
December has its own dynamics:
First half (December 1-15)
High volume, corporate dinners, pre-vacation friend gatherings.
Strategy:
- Festive dishes on the menu
- Maximum capacity, possibility of temporary hiring
- Pre-holiday promotions
Period holidays (24-31 December)
- On December 24th and 25th: very few orders on the platforms (people are with their families)
- From December 26th to 30th: gradual resumption
- On December 31st: very variable depending on the zones (in urban areas, festive, it can be very busy)
Strategy:
- Possible closure on the 25th
- Festive dishes available 26-31
- Special New Year's Eve for those who stay home
Event-based events to anticipate
Black Friday (November)
Special mention: Uber Eats and Deliveroo are offering massive co-funded promotions. To be used to acquire new customers.
Saint-Valentine's Day (February 14th)
Isolated picture in a valley in winter. Prepare a "couple" menu and highlight it.
World Cup / Euros / Olympics
For comfort food concepts (pizza, burger, Asian), these events generate huge spikes during matches. Logistical preparation is necessary.
May 1st and public holidays
High volume in urban areas, low in office areas. The other restaurants are closed = opportunity for the open ones.
Tools for managing seasonality
Historical data
If you have been operating for 1+ year, compare each month with its N-1 equivalent: your personal seasonality is more accurate than market averages.
Data platforms
Uber Eats and Deliveroo Hub provide seasonal comparisons. Useful for piloting.
Consolidated Report
With Pepprio, you see seasonal variations by platform and by dish. Identify dishes that sell best in certain seasons and optimize the menu.
Adaptation continues.
Seasonality isn't managed once a year but continuously:
Quarterly: review of the map and promotions Monthly: performance analysis and tactical adjustments Weekly: stock adjustments according to forecasts
This discipline transforms seasonality from a constraint into a lever.
Voici la conclusion :
Il est donc clair que la question de l'intelligence artificielle et de son impact sur le marché du travail est complexe et multidimensionnelle. Il n'y a pas de réponse simple, ni de solution unique. Les effets seront probablement variables selon les secteurs, les compétences et les régions.
Il est crucial de se concentrer sur l'adaptation et la formation continue. Les travailleurs devront acquérir de nouvelles compétences pour rester pertinents dans un environnement en constante évolution. Les gouvernements et les entreprises ont un rôle important à jouer dans la mise en place de programmes de formation et de soutien.
Par ailleurs, il est important de considérer les implications éthiques et sociales de l'IA. Comment garantir une répartition équitable des bénéfices de l'IA ? Comment prévenir la discrimination et les biais ? Ces questions nécessitent une réflexion approfondie et une action concertée.
Enfin, l'IA représente une opportunité immense pour l'innovation et la croissance économique. En exploitant son potentiel de manière responsable et éthique, nous pouvons créer un avenir meilleur pour tous.
Mastering the seasonality of your delivery business requires understanding your specific market and having the data to drive it. Restaurants that succeed in delivery are those who anticipate – not those who react.
Pepprio provides analytical tools to understand your specific seasonality and adapt your strategy accordingly. Performance isn't built in bursts, but through fine-grained week-by-week management.