10 SMS Marketing Best Practices for Restaurants in 2024

SMS marketing continues to be one of the most effective channels for restaurants to reach customers directly. With open rates hovering around 98%, it's no wonder restaurant owners are investing more in this channel. But with great power comes great responsibility, and SMS marketing requires a thoughtful approach to be truly effective.

1. Get Explicit Consent

Before sending any messages, ensure you have clear permission from your customers. This isn't just good practice—it's the law under regulations like TCPA and GDPR.

For restaurants, the best places to collect opt-ins include:

• During the reservation process
• On your website
• Table tents with QR codes
• On receipts
• When customers join your Wi-Fi

Always include clear language about what they're signing up for and how often they'll receive messages.

2. Personalize Your Messages

Generic blasts don't perform as well as personalized messages. Use customer data to tailor your texts:

• Include the customer's name
• Reference their favorite menu items or past orders
• Acknowledge their dining history (e.g., "Since you enjoyed our pasta last time...")
• Send offers based on their previous preferences

A message like "Hi Maria! Since you loved our Margherita pizza last month, we thought you'd like to know about our new Italian cheese selection" will outperform generic announcements.

3. Time Your Messages Strategically

Nobody wants to receive marketing texts at 3 AM or during busy work hours. For restaurants, timing is particularly crucial:

• Send lunch specials between 10-11 AM
• Promote dinner offers between 3-5 PM
• Send weekend specials on Thursday afternoon
• Avoid sending messages during typical dining hours when customers may already be eating

Remember that your goal is to influence the customer's next dining decision, not interrupt their current meal.

4. Keep Messages Concise

SMS messages should be brief and to the point. Aim for around 160 characters to ensure your message is delivered as a single text. For restaurants, focus on:

• A clear offer or announcement
• The timeframe of the promotion
• A simple call-to-action

For example: "TACO TUESDAY! Get 50% off all tacos today 4-7PM. Reply YES to reserve a table. Mr. Foodie Restaurant"

5. Include Strong Calls-to-Action

Every message should have a purpose. Effective CTAs for restaurants include:

• "Reply YES to reserve"
• "Show this text for your discount"
• "Tap the link to order online"
• "Forward to a friend for an extra appetizer"

Make the action simple and provide immediate value.

6. Use SMS for Time-Sensitive Offers

SMS is perfect for limited-time offers that create urgency:

• Flash sales (next hour only)
• Weather-related promotions ("Rainy day? 20% off delivery today!")
• Impromptu events ("Live music tonight!")
• Last-minute reservations for slow nights

These time-sensitive messages can help fill your restaurant during otherwise slow periods.

7. Segment Your Audience

Different customer groups have different preferences. Segment your audience based on:

• Dining frequency (regulars vs. occasional visitors)
• Average spend
• Preferred dishes or cuisines
• Special occasions (birthdays, anniversaries)
• Location relative to your restaurant

Then tailor messages to each segment for maximum relevance.

8. Respect Frequency Limits

Even if customers love your restaurant, they don't want daily texts. Follow these guidelines:

• 2-4 messages per month is generally acceptable
• Increase frequency only during special events or holiday seasons
• Always deliver value with each message
• Monitor unsubscribe rates—if they spike after a campaign, you may be sending too often

9. Make Opting Out Easy

Include simple opt-out instructions in your messages, typically by replying with "STOP." This is both a legal requirement and a customer courtesy. When someone opts out:

• Remove them immediately from your list
• Consider sending a final message asking for feedback
• Provide alternative ways to stay connected (email, social media)

Remember that an opt-out isn't necessarily a lost customer—they may still dine with you but prefer other communication channels.

10. Track and Analyze Results

Measure the effectiveness of your SMS campaigns by tracking:

• Redemption rates for offers
• Reservations made through SMS
• Revenue generated from SMS promotions
• Click-through rates on links
• Response rates to questions or surveys
• Unsubscribe rates

Use this data to continuously refine your strategy.

Conclusion

SMS marketing for restaurants is a powerful tool when used correctly. By following these best practices, you'll create a messaging strategy that respects your customers while driving real business results. Remember that the goal is to build relationships, not just send promotions—each text should make your customers feel valued and excited to dine with you again.