There’s not much worse than a quiet night with staff standing around twiddling their thumbs.
The restaurant game is incredibly competitive, where owners constantly seek different ways to get more table bookings as well as keep regular customers coming back.
Digital marketing methods can often fall short due to spam filters, algorithm changes, and complexity, leaving restaurateurs frustrated and searching for more effective solutions. SMS marketing is a powerful tool, offering a direct line of communication to customers’ most personal devices.
5 Benefits of SMS Marketing for Restaurants
SMS marketing campaigns are a great way for restauranteurs to build out a highly responsive list of customers allowing you to book out your tables within a moments.
Increased Customer Loyalty
By sending tailored text message marketing including offers and updates, restaurants can build stronger relationships with your customers.
For example, a restaurant could use SMS to send personalized birthday messages with special offers or alert regular customers about their favourite dishes being back on the menu.
This level of personalization and attention can transform occasional diners into loyal, repeat customers.
Expanded Reach
Unlike social media or email marketing, texting doesn’t require an internet connection.
This means you can reach customers anywhere, anytime, ensuring their message gets through regardless of the customer’s location or connectivity.
This is particularly valuable for reaching customers who may not be frequent social media users or who don’t regularly check their email.
SMS also has a higher penetration rate compared to smartphones, making it accessible to a wider audience.
This expanded reach can be crucial for restaurants looking to connect with diverse demographic groups or those operating in areas with limited internet connectivity.
Boosted Sales
MessageDesk reports that for an SMS containing a link, the average CTR is around 36% – email marketing (a very popular marketing channel for businesses) is around 2.8% to give you an idea of how effective SMS text marketing is.
Restaurants can use SMS to send targeted promotions during slow periods, announce special events, or offer exclusive deals to SMS subscribers.
The immediacy of SMS makes it particularly effective for driving last-minute decisions, such as choosing a restaurant for dinner or deciding to order takeout.
Cost-Effectiveness
Compared to traditional marketing methods, SMS is highly cost-effective.
It requires no design work and no expensive ad space, no specialist team members (copywriters, graphics designers, coders, proofing team, etc.) making it an accessible option for restaurants of all sizes.
The cost per message is typically low around 8-5 cents per recipient.
Moreover, the targeted nature of SMS marketing means that restaurants can reach their most engaged customers directly, reducing waste in marketing spend.
This efficiency allows even small restaurants with limited marketing budgets to run effective campaigns.
High Return on Investment (ROI)
With 85% of consumers opening texts within minutes, SMS marketing offers near-guaranteed visibility. When messages are tailored to customer preferences, they’re more likely to result in conversions, leading to a higher ROI.
The trackable nature of SMS marketing also allows restaurants to measure the effectiveness of their campaigns accurately. By using unique promo codes or dedicated landing pages, restaurants can directly attribute sales to specific SMS campaigns, providing clear data on ROI.
9 Pro Tips: Text Message Marketing For Restaurants
Here are some proven SMS marketing strategies you can use to get results.
Limited-Time Deals and Special Offers
Create urgency and drive immediate action with time-sensitive promotions. These offers capitalize on the fear of missing out (FOMO) and can be particularly effective in driving foot traffic during typically slow periods.
Example: “Next 2 hours only: Buy one entrée, get one free at [Restaurant]! First come, first served. Show this text to redeem.”
This strategy works well because it creates a sense of scarcity and urgency. Customers are motivated to act quickly to take advantage of the offer, which can lead to an immediate boost in bookings.
Coupons and Discounts
Distribute coupons and discounts, especially during slow periods, to boost traffic and sales. This strategy can be particularly effective for attracting new customers or encouraging repeat visits from existing ones.
Example: “Beat the Monday blues! 30% off all pasta dishes today at Mama Mia’s. Reply YES to claim your discount.”
Coupons and discounts can be tailored to specific menu items, days of the week, or customer segments. For instance, a restaurant might offer a discount on appetizers to encourage customers to spend more overall, or provide a special weekday lunch offer to boost business during typically slower periods.
New Product Announcements
Inform customers about new menu items to generate excitement and drive trials. This strategy keeps your menu fresh in customers’ minds and gives them a reason to return to your restaurant.
Example: “New at Sushi Supreme: Try our Dragon Roll! First 50 customers to order get it half-price. Text DRAGON to reserve yours.”
New product announcements can be particularly effective when combined with a special offer or exclusivity, as in the example above. This not only informs customers about the new item but also incentivizes them to try it quickly.
Event Promotions
Use SMS to promote special events and increase attendance. This can include one-time events like holiday celebrations or recurring events like weekly trivia nights or live music performances.
Example: “Join us for Italian Night at Bella’s! Live music, wine tasting, and a special 4-course menu. Text BELLA to reserve your spot.”
Event promotions via SMS can help fill seats for special occasions and create buzz around your restaurant. They’re also an excellent way to showcase your restaurant’s unique personality and offerings beyond just the food.
Personalized Messages
Leverage customer data to send tailored messages that resonate. This could include birthday wishes, anniversary celebrations, or recommendations based on past orders.
Example: “Happy Birthday, Sarah! Enjoy a complimentary dessert with your meal at The Grill House this week. We look forward to celebrating with you!”
Personalized messages make customers feel valued and understood. They can significantly boost customer loyalty and encourage repeat visits. To implement this strategy effectively, restaurants need to maintain accurate customer data and use a CRM system that integrates with their SMS marketing platform.
Order Status Updates and Takeaway Messages
Keep customers informed about their orders, especially for takeout and delivery services. This improves the customer experience and reduces inquiries to your staff.
Example: “Your pizza from Pete’s is out for delivery! Estimated arrival: 15 minutes. Enjoy!”
These updates not only keep customers informed but also build anticipation for their meal. They can also be used to provide additional information, such as reheating instructions for takeout orders or suggestions for wine pairings.
Holiday-Themed Campaigns
Capitalize on holidays with themed promotions. This strategy allows restaurants to tap into the festive spirit and often increased willingness to dine out during holiday periods.
Example: “Celebrate Valentine’s Day at Chez Amour! Book now and receive a complimentary glass of champagne. Text LOVE to reserve.”
Holiday campaigns can be particularly effective when they offer something special or unique that aligns with the holiday theme. They can also be used to promote special holiday menus or packages.
Feedback Collection
Gather valuable customer feedback efficiently. This not only provides insights for improvement but also shows customers that their opinion is valued.
Example: “Thanks for dining at Taste of India! How was your experience? Reply with a number from 1-5 (5 being excellent).”
SMS is an excellent channel for collecting feedback because it’s quick and easy for customers to respond. The immediacy of SMS also means you’re more likely to get feedback while the dining experience is still fresh in the customer’s mind.
Reopening Announcements
Inform customers about reopenings after renovations or temporary closures. This strategy helps to re-engage customers and generate excitement about returning to the restaurant.
Example: “We’re back and better than ever! The Rustic Table reopens tomorrow. First 50 customers get a free appetizer!”
Reopening announcements can be particularly effective when combined with a special offer or event to celebrate the reopening. This gives customers an extra incentive to visit soon after the reopening.
Best Practices for Restaurant SMS Marketing
Obtaining Permission and Compliance
Always get explicit consent before sending marketing texts. Include clear opt-out instructions in every message to ensure compliance with regulations. This is not just a legal requirement in many jurisdictions, but it also helps maintain a positive relationship with customers by respecting their preferences.
To obtain permission, restaurants can use various methods:
- Asking customers to text a keyword to a short code to opt-in
- Including an SMS opt-in checkbox on online ordering forms or reservation systems
- Training staff to ask customers if they’d like to join the SMS list when they visit the restaurant
It’s crucial to keep records of when and how customers opted in, in case of any disputes.
List Segmentation
Divide your customer list based on preferences, dining habits, or demographics. This allows for more targeted, relevant messaging. Segmentation can dramatically improve the effectiveness of your SMS campaigns by ensuring that customers receive messages that are most likely to interest them.
Possible segmentation criteria include:
- Frequency of visits
- Average spend
- Preferred menu items
- Dietary preferences (e.g., vegetarian, gluten-free)
- Special occasions (birthdays, anniversaries)
By segmenting your list, you can tailor your messages to each group. For example, you might send information about new vegan dishes only to customers who have shown interest in plant-based options.
Personalization Techniques
Use customer names and reference past orders or preferences to create a more personalized experience. This goes beyond just including the customer’s name in the message; it involves using data about their past interactions with your restaurant to make the message truly relevant to them.
Example: “Hi John! We know you love our spicy wings. How about trying our new ghost pepper sauce this weekend?”
Effective personalization requires good data management. Restaurants need to maintain accurate records of customer preferences and behaviors, and have a system in place to easily incorporate this data into their SMS campaigns.
Crafting Effective Messages
Keep texts concise and include a clear call-to-action. SMS messages have a limited character count, so it’s crucial to make every word count. The message should clearly communicate the offer or information, and make it easy for the customer to take the desired action.
Example: “50% off appetizers at Harry’s Bar, tonight only! Show this text to redeem. Reservations recommended.”
Key elements of an effective SMS message include:
- A clear, compelling offer
- Any necessary conditions or limitations
- A specific call-to-action
- A sense of urgency (where appropriate)
Timing and Frequency
Send messages at optimal times, such as just before meal times. Aim for 2-4 messages per month to avoid overwhelming customers. The timing of your messages can significantly impact their effectiveness. For example, sending a lunch special promotion at 11:30 AM is likely to be more effective than sending it at 3 PM.
Frequency is also crucial. While you want to stay top-of-mind, sending too many messages can lead to opt-outs. It’s important to find the right balance, which may vary depending on your customer base and the type of restaurant you operate.
Integration with Other Marketing Channels
Use SMS to complement other marketing efforts. Promote your text club on social media, and use texts to drive traffic to your website or online ordering platform. SMS marketing should not exist in isolation but should be part of an integrated marketing strategy.
For example, you might:
- Use social media to encourage followers to sign up for SMS alerts
- Include SMS opt-in information on print materials like menus or receipts
- Use SMS to alert customers to check their email for more detailed information about an upcoming event
By integrating SMS with other channels, you can create a cohesive marketing strategy that engages customers across multiple touchpoints.
Measuring Success and Optimization
Key Performance Indicators (KPIs)
Track metrics such as open rates, click-through rates, and conversion rates. Monitor how SMS campaigns impact your bottom line. Some key metrics to consider include:
- Click-through rate (CTR): The percentage of recipients who click on a link in the message
- Conversion rate: The percentage of recipients who take the desired action (e.g., make a reservation, place an order)
- Opt-out rate: The percentage of recipients who unsubscribe from your SMS list
By tracking these metrics, you can get a clear picture of how your SMS campaigns are performing and identify areas for improvement.
A/B Testing Strategies
Test different message content, offers, and send times to determine what resonates best with your audience. A/B testing involves creating two versions of a message with one element changed, sending each version to a subset of your audience, and comparing the results.
Elements you might test include:
- Message wording
- Offer type (e.g., percentage discount vs. dollar amount off)
- Send time
- Personalization elements
A/B testing allows you to continually refine your SMS strategy based on data rather than assumptions.
Analyzing Data and Adjusting Campaigns
Regularly review your SMS campaign performance. Use insights to refine your strategy and improve results over time. This might involve:
- Identifying which types of messages or offers generate the best response
- Determining the optimal frequency and timing for your messages
- Understanding which customer segments are most responsive to SMS marketing
By continuously analyzing your data and adjusting your approach, you can ensure that your SMS marketing efforts become increasingly effective over time.
Future Trends in Restaurant SMS Marketing
As technology evolves, keep an eye on these emerging trends:
- AI integration for more personalized messaging: AI could analyze customer data to predict preferences and automate highly personalized message creation.
- Enhanced predictive offers based on customer behaviour: Advanced analytics could allow restaurants to predict when a customer is likely to want to dine out and send perfectly timed offers.
- Seamless integration with mobile apps and loyalty programs: SMS could become part of a more integrated mobile experience, working in tandem with restaurant apps and digital loyalty programs.
Staying aware of these trends can help restaurants stay ahead of the curve and continue to leverage SMS marketing effectively as technology advances.