But demand isn’t steady all year. Most QSR brands see the same spikes on repeat. Big events, seasonal shifts, and routine changes can move:
- when people order
- what they order
- how fast they decide
That’s where tentpole moments come in: A tentpole moment is a predictable window when attention or ordering behavior shifts. Some tentpoles come from culture. Some come from the season. Others come from your own brand calendar, like a menu drop or an app-only promo. The key is repeatability. These moments show up every year, which means you can (and should!) plan early instead of scrambling late.
We’re breaking down the main types of tentpoles, a quick way to choose the right ones, and the most useful moments to plan for from March through year-end 2026. Keep in mind timing can vary by market and school calendar, so use these as planning anchors.
The 3 Types of Tentpole Moments
Most tentpoles fall into three buckets. Knowing the bucket helps you pick the right offer structure, creative angle, and timing.
1) High-Attention Cultural Moments
These are big shared experiences: games, finales, and live events that pull attention into one place. For a short window, lots of people care about the same thing at the same time. They talk about it, gather for it, and often eat together.
What usually changes for QSR brands:
- Faster decisions
- More group orders and shareable food
- Orders often come in earlier than normal because people plan around the event
2) Seasonal routine resets
These happen when schedules change: school, travel, holidays, and seasonal habits. They’re less flashy, but they consistently shift dayparts and dining occasions.
What usually changes for QSR brands:
- More weeknight dinner decisions when schedules tighten
- Daypart shifts (breakfast and lunch move with routines)
- More demand near travel routes, shopping areas, and weekend plans
3) Value and brand-led moments
Not every tentpole comes from culture or the season. Some are created by the brand. This is where national food holidays, weekly rituals, app-first promos, loyalty drops, and menu launches live.
What usually changes for QSR:
- Deal-driven intent spikes (people show up looking for the promo)
- Faster decisions because the reason to order is obvious
- More app actions when the deal is app-only
How to Pick the Right Tentpoles
You don’t need to run supporting paid media for all of these. Use your menu, brand guidelines and overall business goals to pick the right moments.
- Occasion fit: Does this match how customers use your food during this window? (group, family, late night, on-the-go)
- Menu fit: Do you have something that naturally “belongs” here without forcing it?
- Business fit: Does this moment support your goal?
The best fits overall are your must-run moments. The rest are optional.
10 Tentpole Moments QSR Brands Should Plan For in 2026
1) March Madness (mid-March through early April)
What shifts: More group ordering, meals timed around games, and more shareable food.
2) Spring break + Easter weekend (April 5, 2026)
What shifts: More travel stops, irregular schedules, and higher intent for easy family meals.
3) Graduation season (May–June)
What shifts: Group gatherings and larger orders tied to parties and celebrations.
4) Mother’s Day (May 10, 2026)
What shifts: Higher intent for “easy dinner,” family orders, and planned meals.
5) Memorial Day weekend (May 23–25, 2026)
What shifts: Weekend gatherings and travel stops increase afternoon and evening demand.
6) Summer routine shift (June–August)
What shifts: Later nights, more snacking, group occasions, and travel-driven orders.
Good fits: Late-night promos, cold beverages and treats, portable meals, fast pickup messaging.
Worth calling out in 2026: If your audience cares about soccer, or you’re strong in host markets, treat the FIFA World Cup (June–July 2026) like its own tentpole. It behaves like a multi-week “game day,” with repeated spikes.
7) Fourth of July weekend (July 3–5, 2026)
What shifts: Backyard gatherings, travel, and last-minute “we need food” decisions.
8) Back-to-school + Labor Day reset (August–early September; Labor Day weekend: Sept 5–7, 2026)
What shifts: Weeknight dinner pressure comes back fast. Routines tighten, and convenience wins.
9) Halloween weekend (Oct 31, 2026)
What shifts: More pre-event ordering, group needs, and more “fun” impulse buys (especially treats and add-ons).
10) The holiday stretch (Thanksgiving through New Year’s; Thanksgiving is Nov 26, 2026)
What shifts: Travel days, packed schedules, more last-minute meals, and stronger value sensitivity.
Optional Swaps (Use These if They Match your Brand)
If you want to tailor your calendar beyond the basics, these often work well when they match your audience:
- Local and regional: local team openers and playoff runs, major concerts and festivals in key markets
- Seasonal and cultural: major movie releases, cultural events
- Brand-led: your menu drops, LTO’s, app-only deal days
Keep the bar high. If the moment doesn’t clearly change the occasion or you don’t have a natural role in it, skip it.
Tentpole moments are predictable windows when attention and ordering behavior shift. When you plan early, you show up with clearer offers, stronger creative, and marketing that matches what customers are doing in that window. Build your tentpole calendar now. Decide what each moment is meant to drive. That’s how you turn spikes into a plan you can repeat.