Discover the best ways to send restaurant promotions and deals via SMS. From user-initiated campaigns to location-based offers, learn how to optimize timing, leverage action-based messaging, and upscale for higher ROI. Transform your marketing with text!
In a fast-paced digital era, text marketing has emerged as one of the most effective channels for restaurants to capture attention and drive sales. According to recent 2023 data, 98% of text messages in the U.S. are opened, and over 90% are read within three minutes. This extraordinary engagement rate far outpaces typical email open rates of 20–30%. For restaurants that are constantly competing for new and repeat customers, SMS promotions can be a game-changer.
Below, we’ll explore how to create compelling restaurant text messages, what kinds of deals to offer, when to send them, and where to focus geographically. We’ll also dissect user-initiated campaigns versus broadcast blasts, illustrate action-initiated campaigns, and cover advanced tactics like upscaling and cross-scaling. Along the way, we’ll incorporate real-life style references to show how your text campaigns can be both personal and effective.
What to Send: Types of Restaurant SMS Promotions
Sending random promotions can confuse diners and dilute your brand. Instead, choose the right types of offers that resonate with your restaurant’s niche and encourage immediate action.
Limited-Time Specials
- Example: “Hello, good evening! Today at Pete’s Bar & Grill, enjoy 25% off all burgers from 5–7 PM. Reply YES to reserve your table!”
- Why it works: Creates urgency and leverages a short redemption window.
Flash Sales
- Example: “Quick alert! The next 10 customers to show this text at Taco Fiesta get a free side of guacamole!”
- Why it works: Encourages on-the-spot visits and fosters excitement.
Happy Hour Updates
- Example: “Hello from Paradise Lounge! Happy Hour just started: half-price drinks until 7 PM. Bring a friend and show this text for 2-for-1 cocktails!”
- Why it works: Drags in the after-work crowd looking for spontaneous deals.
New Menu Alerts
- Example: “We’ve added Honey Sriracha Wings to our menu! Come taste them today and get 10% off. Show this code: WINGS10.”
- Why it works: Showcases novelty, invites customers to try something fresh.
Seasonal or Holiday Promos
- Example: “Celebrate Valentine’s Day at Bella Roma! Enjoy a 3-course meal for two at just $60. Reply ‘LOVE’ to reserve now.”
- Why it works: Ties in with a specific calendar event, increasing relevance.
Loyalty Rewards
- Example: “Congrats! You’ve earned 150 loyalty points at Sunshine Café. Redeem them for a free appetizer on your next visit. We appreciate you!”
- Why it works: Reinforces ongoing relationship, spurring repeat visits.
Pro Tip: Personalization boosts engagement. If you know the diner’s name or preference, mention it. Many modern SMS platforms integrate with CRM systems so you can customize messages with details like birthdays or favorite dishes.
How to Deliver: User-Initiated SMS vs. Broadcast SMS
A. User-Initiated (Opt-In) SMS
In this approach, the customer starts the conversation. They text a keyword to a short code or number, explicitly giving you permission to contact them. This method usually yields a high-quality list of customers who genuinely want your updates.
- Pros: High engagement, strong compliance with regulations (TCPA in the U.S.), fosters a sense of exclusivity.
- Cons: Slower list growth since each subscriber must take action to opt in.
Practical Example:
- Social Media Post: “Text ‘SUSHI’ to 12345 to join our VIP club! First 100 subscribers get a free California roll on their next visit.”
- Customer sends “SUSHI,” system auto-replies with a welcome message and deal.
B. Broadcast SMS
Broadcast SMS is when you send the same message to all or a significant segment of your database at once. This strategy is particularly effective for timely announcements or big promotions like holiday deals.
- Pros: Reach a large audience quickly, ideal for urgent deals or major events (e.g., “New Year’s Eve Dinner Special”).
- Cons: Risk of unsubscribes if messages are too frequent or irrelevant, must comply strictly with opt-in rules.
Sample Broadcast:
“Good afternoon from Rosie’s Diner! Today only, buy one entrée, get one half off from 4–8 PM. Don’t miss it—show code BOGO at the door!”
Selecting the Right Approach
Many successful restaurants combine both user-initiated and broadcast strategies. They first build an engaged list through user-initiated signups (like “Text PIZZA to 12345”), then occasionally broadcast bigger announcements to that list.
Action-Initiated Campaigns: Triggers for Better Engagement
Action-initiated campaigns are triggered by customer actions or statuses, making them extra relevant. This approach thrives on automation. For instance:
Reservation Reminders
- “Hi [Name], this is a reminder for your reservation at The Garden Bistro tonight at 7 PM. Reply YES to confirm or NO to cancel.”
- Purpose: Reduce no-shows, maintain direct communication.
Follow-Up Messages
- “Thanks for dining with us! Rate your experience here: [short link]. We appreciate your feedback.”
- Purpose: Gather feedback and encourage loyalty.
Lapsed Customer Nudges
- “We miss you, Sam! It’s been a while since your last order. Enjoy 15% off your next dine-in with code WELCOME BACK.”
- Purpose: Re-engage inactive customers.
Order Status Updates
- “Hello Mr. Paul, your takeout order is ready for pickup! Show this text at the counter. Bon appétit!”
- Purpose: Provide real-time updates, reduce wait times, improve convenience.
Real-World Sample Messages
- “Hello, good evening from Chef Martina at The Wellness Grill. Stay hydrated—on us! Show this text to get a free bottle of mineral water with your meal.”
Upscaling and Cross-Scaling: Maximizing Order Value
Upscaling (or upselling) is about encouraging customers to spend more per transaction, while cross-scaling focuses on diversifying their purchase habits (e.g., trying new categories within your menu).
- Upselling Example
“Hi Grace, upgrade your medium pizza to a large for just $3 more! Reply YES to confirm your upgrade.” - In real time, you can nudge a small upsell to the customer’s existing order.
- Cross-Selling Example
“Order a family pasta meal? Don’t forget dessert! Enjoy a 50% discount on any dessert with your next family meal. Show code DESSERT50.”
Key Tip: Automate these suggestions right after the customer places an order, or send them during your typical busy periods (like Friday evenings) when people are already in a spending mood.
Location-Based Promos: Target Diners Nearby
In a large U.S. market, location-based marketing can be extremely powerful. According to 2023 research, over 65% of diners are influenced by proximity-based offers when deciding where to eat. You can leverage geofencing or ZIP-code-based segmentation:
- Geofencing Example
- If a customer is within a certain radius of your restaurant around lunchtime, send a text:
“Hungry? We see you’re nearby! Stop by Spice & Sear for a free iced tea with any lunch entrée—just show this text.” - ZIP Code Targeting
- Send specialized messages to customers living in certain areas.
- “Residents of 90210! Enjoy 10% off home delivery from Sushi Heaven. Order now: [short link].”
Benefit: By pairing an immediate need (hunger) with a relevant, location-specific offer, you increase the likelihood of a spontaneous visit.
Time of Day: Timing Your SMS for Maximum Impact
Even the best deals can fall flat if sent at the wrong time. Restaurants often see peak engagement when:
- Morning (7–10 AM): Tease lunch specials or coffee/breakfast promotions.
- Example: “Rise and shine! Grab a freshly baked croissant & coffee combo at Bean & Bite for just $3 before 10 AM.”
- Late Morning (10 AM–12 PM): Perfect for lunch announcements.
- Example: “Craving something delicious? Today’s lunch special at The Sandwich Spot: 20% off all wraps from 11 AM–2 PM.”
- Afternoon (3–5 PM): Great for dinner promotions or happy hour deals.
- Example: “Happy Hour is on at Vintage Bar from 4–6 PM! Show code HAPPY4 to get 2-for-1 margaritas.”
- Evening (6–8 PM): Time-sensitive dinner announcements or last-minute seats.
- Example: “It’s not too late for dinner. Reserve a table at Sunset Bistro and enjoy a free appetizer with any entrée if you come before 8 PM!”
Avoid extremely early (before 7 AM) or late (after 9 PM) messages to respect privacy. Many states have stricter rules about marketing texts during odd hours.
Practical Sample Messages
- “Hello, good afternoon sir”
- Adaptation for Restaurant:
“Hello, good afternoon! Thanks for choosing City Grills. We appreciate you and want to offer a free dessert as a token of gratitude. Stop by soon!” - “On behalf of …”
- Adaptation for Restaurant:
“On behalf of everyone at The Cozy Diner, we appreciate your continuous support. Enjoy 10% off your next meal with code THANKYOU.” - “Stay safe, keep yourself healthy by drinking water always.”
- Adaptation for Restaurant:
“Hello from GreenLeaf Café—stay hydrated! Enjoy a free sparkling water with any salad purchase. Show this text at checkout.”
These examples demonstrate how personal or casual wording from other message contexts can be repurposed to add warmth and authenticity to your restaurant marketing.
Measuring Success: Key Metrics for Restaurant SMS
To refine your campaigns, track the following:
- Open Rate: Generally extremely high for SMS, but measure how many recipients click your links or respond.
- Redemption Rate: How many people actually use the code or offer you texted out?
- Opt-Out Rate: Sudden spikes in unsubscribes may suggest you’re sending messages too frequently or offers are irrelevant.
- ROI: Compare the revenue generated from SMS-driven foot traffic or online orders to your marketing costs (SMS platform fees).
Modern platforms let you embed short links and unique codes to measure redemptions precisely. By analyzing these metrics, you can tweak your promotions, refine send times, and segment your audience more effectively.
Compliance and Best Practices
In the U.S., SMS marketing must comply with the Telephone Consumer Protection Act (TCPA). Some must-dos:
- Obtain Explicit Opt-In: You cannot legally blast promotional texts to numbers that have not consented.
- Clear Opt-Out Instructions: Every promotional text should have an easy unsubscribe method: “Reply STOP to opt out.”
- Respect Quiet Hours: While the law doesn’t specify exact times, many restaurants voluntarily avoid texting too early or late to prevent negative impressions.
Keeping a transparent, trust-based approach helps you build a loyal base that’s happy to receive your deals.
Putting It All Together: A Step-by-Step Example
Imagine you own a mid-sized family restaurant called “Mamma Rosa’s.” Here’s a holistic plan:
- Build Your List
- Place table tents inviting customers: “Text ROSA to 12345 for a free appetizer on your next visit.”
- Include a sign-up form on your website checkout page.
- Segment
- Tag customers who prefer dinner vs. lunch deals.
- Separate frequent weekend visitors from weekday diners.
- Send Timely Promotions
- Monday at 10 AM: “Work break? Mamma Rosa’s lunch combos are 15% off from 11 AM–2 PM. Show code LUNCH15.”
- Friday at 4 PM: “Weekend treat? Dine in tonight for 2-for-1 pasta. Reply YES to reserve!”
- Use Action-Triggers
- If a customer hasn’t visited in 30 days: “We miss you at Mamma Rosa’s! Come back this week, enjoy a free dessert on us. Code: WELCOMEHOME.”
- Measure Results
- Track how many use code LUNCH15.
- Check opt-out rates each time.
- Tweak offers (maybe Tuesday is better for lunch deals than Monday).
Over time, this cyclical process of sending, measuring, and adjusting fosters an SMS list that is not just large, but highly responsive.
Text message marketing for restaurants is more than a trend; it’s a proven, high-ROI channel for building meaningful relationships with diners. With near-instant open rates, your well-crafted promotions won’t just be seen—they’ll be acted upon. By choosing the right messaging approach (user-initiated, broadcast, or action-based triggers), leveraging location and time to optimize conversions, and carefully measuring performance, you can transform a casual audience into a loyal customer base.
Remember to maintain compliance, keep messages personalized, and deliver real value with every text. In a restaurant landscape that’s ever more competitive, SMS marketing stands out as a simple, affordable, and powerful way to keep your tables full—morning, noon, and night.