SMS marketing for restaurants might sound a little intimidating. It’s faster and more direct than email, but there’s a rumor that it’s much more complex and unforgiving. But is that true?
Not really. SMS marketing for restaurants doesn’t have to be complicated. Yes, it requires the same attention to detail as any other type of marketing. But once we break it down, you’ll be able to confidently manage the ins and outs of SMS marketing and start bringing in more sales, more orders, more reservations, and more revenue.
Why is SMS Marketing for Restaurants Effective?
When done right, SMS marketing for restaurants can absolutely work wonders. It might even outperform any other marketing channel you’re using. It’s fast, personal, and direct. Let’s break down why SMS marketing hits different for restaurants:
Better Engagement
Text messages don’t just get opened, they get acted on. About 65% of people who bought something through SMS said it was a purchase they already had in mind.
This tells you that a well-timed message can be the perfect nudge to get them to finally pull the trigger.
Even more convincing? 72% of people have made a purchase after getting a text from a brand. That’s huge. Why? Because texts feel personal. They’re short, they’re direct, and they don’t require a big time investment to read.
ROI
Yes, SMS marketing can cost more than email, but thanks to the crazy high engagement rates, the return on investment can easily outweigh the upfront cost.
With email, you might need to send hundreds of messages to get a few bites. With SMS, your conversion rates can be much tighter, making every dollar you spend go a lot further.
Does that mean you should ditch email marketing? Absolutely not. Email and SMS marketing should be combined, and to learn how, check out this article.
Time-Efficiency
Crafting beautiful emails takes time. You need good photos, good design, and solid copy. Otherwise, you’re just another forgettable promo in a crowded inbox.
With SMS marketing, it’s much simpler. Snap a picture of today’s special, write a quick text, and you’re good to go.
Or skip the images altogether and just send a tempting offer in plain text. It doesn’t have to be fancy to work. In fact, sometimes the most basic texts are the most effective because they cut straight to the point.
If you don’t have the time or budget to be a graphic designer and a marketer, SMS is a great solution that keeps things moving without sacrificing results.
Two Types of SMS Marketing for Restaurants
When it comes to SMS marketing, there are two main ways to use it:
Automated SMS Campaigns
These are messages that get sent automatically when a customer takes a specific action. You set them up once, and they run in the background doing the heavy lifting for you.
For example:
- A customer visits your restaurant and gets a follow-up text asking for a review.
- Someone signs up for a discount on your website, and they get added to a drip sequence. Maybe a welcome message, then a reminder, then an exclusive offer.
This type of SMS is perfect for lead nurturing. It keeps your restaurant top of mind without you having to manually text anyone.
Regular Campaigns
These are one-off messages that you send to a group of customers. They work great for flash discounts, new menu announcements, special events, or a limited-time deal.
Example:
- You send a message to all your lunch regulars: “Show this text for 15% off your lunch today!”
These messages go out to a specific segment of your audience, and they’re great for driving immediate action. It’s quick, targeted, and effective.
You don’t have to choose between regular and automated campaigns. The best results come when you combine these two types of campaigns.
SMS Marketing for Restaurants Examples
Here are some of the best ways restaurants can use SMS to boost sales, fill tables, and create stronger customer relationships:
Limited-Time Discount
Slow day? No problem. A limited-time discount sent via SMS can turn things around fast. Texts have an insane open rate, and because they feel urgent, they’re perfect for promoting deals that expire quickly.
Review Request
Asking for reviews is way more effective when you catch people right after their visit. When the experience is still fresh. You can set up an automated SMS that triggers after a customer dines with you. To do this, you’ll need some way to track visits, like:
- Integrating your POS system with your CRM
- Using a loyalty program that logs visits
- Having staff manually log customer visits tied to phone numbers
Event Promotion
Got a live music night? Hosting a wine tasting? Special events are made for SMS blasts. You can send a short and sweet invite to your customer list and build excitement fast.
Event ideas:
- Taco Tuesday specials
- Valentine’s Day prix fixe dinner
- Local food festival participation
- Sunday brunch with live jazz
Gifts for Special Occasions
If you know your customer’s birthday, you can set up an automated birthday text with a discount or freebie. To collect birthdates without being pushy:
- Offer a birthday club sign-up in exchange for a free dessert
- Ask for it during online ordering or reservation forms
- Promote it with signage at checkout or on your website
This strategy can also work for anniversaries, graduations, or any special occasion your restaurant is known for celebrating.
Specials
If your menu changes with the seasons or you drop new specials regularly, SMS is perfect for getting the word out fast. Specials create urgency. People want to try them before they’re gone.
Loyalty Program Engagement
If you have a loyalty program, SMS is the secret weapon to keep customers active. You can remind them how close they are to a reward or promote double-points days to drive traffic.
New Menu/Product Launch
Launching a new menu or adding exciting new dishes? An announcement via text can get your regulars excited and curious to come back.
Reservation Confirmation
Nothing’s worse than a no-show. Automated reservation confirmations and reminders via SMS can reduce no-shows and give you time to adjust if someone cancels.
Is SMS Marketing Legal for Restaurant Promotion?
Yes, SMS marketing for restaurants is completely legal, as long as you have permission from your customers.
That’s the key word: permission.
It’s not enough to just go through your list of past customers, people who booked a table once, or guests who ordered online. Just because someone contacted your restaurant doesn’t automatically give you the right to start texting them promotions.
You need them to explicitly opt in to receive marketing messages from you.
How do you get that opt-in?
- Use a sign-up form on your website or at checkout.
- Offer incentives like a discount or freebie for joining your text list.
- Add a simple checkbox during online ordering or reservations asking if they want to receive offers via text.
Make sure it’s clear what they’re agreeing to and always keep records of when and how they opted in, in case you ever need to prove it.
What About TCR Compliance?
There’s another important piece you need to know: TCR compliance.
TCR stands for The Campaign Registry. It’s a system carriers use to make sure businesses that send SMS messages are registered and following proper texting practices.
If you’re running SMS campaigns in the U.S., your business needs to register your brand and your campaigns through TCR.
It sounds technical, but it’s basically a way to:
- Protect consumers from spam
- Ensure your messages get delivered properly
- Avoid fines and blocked messages
Most SMS marketing platforms will guide you through this process, but it’s still your responsibility to stay compliant.
How to Get Your Customers to Opt In?
Getting your customers to opt in for SMS marketing isn’t hard, but you have to make it easy and worth it for them. People are protective of their phone numbers, so if you want them to sign up, you need to offer a good reason and put the opportunity right in front of them.
Here are some smart ways restaurants can collect opt-ins:
Table Stands
Table stands are low-key but super effective.
While customers are waiting for their food, they’re naturally looking around. A simple table tent offering an incentive, like a free dessert, a discount on their next visit, or entry into a giveaway, can get them to pull out their phone and opt in right there.
Tip: Include a QR code that takes them straight to your opt-in form. Make it quick and painless.
Posters
Posters around your restaurant, especially near the entrance, bathroom, and checkout areas, are another great way to grab attention.
The key is to keep the message simple and enticing:
- “Get 10% off your next meal. Text JOIN to 12345!”
- “VIPs get first dibs on specials. Join our text list!”
Use bold, easy-to-read fonts and a strong call to action. You want people to understand the offer at a glance.
Website Pop-ups
If your website gets traffic (especially from people booking tables or ordering online), pop-ups are a must.
A well-timed pop-up offering a small reward for signing up can capture opt-ins without being annoying.
For example:
- Show a pop-up after a visitor spends 10 seconds on the menu page.
- Offer a discount code or exclusive news about upcoming specials in exchange for their phone number.
Tip: Make sure your form is mobile-friendly. Most of your traffic is already on their phones.
Social Media
Your Instagram and Facebook followers are already interested in your restaurant, so why not invite them to join your SMS list too?
You can run posts or stories promoting the benefits of signing up:
- Early access to new menu items
- Exclusive discounts
- Birthday rewards
Pair the promo with a simple signup link in your bio or run a small giveaway that requires texting a keyword to your number.
Pro Tips to Increase Opt-Ins
If you really want to grow your SMS list, here’s the truth: you have to test everything.
There’s no one-size-fits-all answer for what will get your customers to opt in. Every restaurant is different. What works at a trendy taco joint might not work at an upscale steakhouse. That’s why you need to treat your opt-in strategy like an experiment.
Here’s what you should be testing:
The Offer
Different incentives drive different results. Test offering a free appetizer, a discount, entry into a giveaway, or exclusive VIP perks. See what actually motivates your audience.
The Image
If you’re using visuals, whether it’s a table stand, poster, or social media post, test different photos or designs. A mouth-watering shot of your signature burger might outperform a generic discount banner.
The Placement
Where you put your opt-in prompts matters. Test table stands at different spots (tables vs. bar area), posters at different entry points, or different timing for your website pop-ups.
The Wording
Even small tweaks in how you ask can make a big difference. Test a casual tone vs. a more polished one. Play around with urgency (“Limited spots!”) versus exclusivity (“Only VIPs get this deal!”).
The most important part?
Follow your opt-in metrics closely.
Look at how many people see your offer versus how many actually sign up. That’s your real signal. Keep improving based on the data, not just your gut feeling.
When you treat growing your SMS list like a science experiment, you’ll figure out exactly what works best for your restaurant. And once you crack that code, the rest, more sales, more loyal customers, becomes a whole lot easier.
Tips for Segmentation
If you want your SMS marketing to really hit, segmentation is non-negotiable.
Sending the same generic text to everyone on your list is a missed opportunity. People want messages that actually feel relevant to them, not random promotions they’ll ignore.
Here’s how you can effectively segment your list:
New Customers vs. Regulars
- New customers might need a little extra nudge to come back, like a welcome discount or a reminder about your loyalty program.
- Regulars already know you. Reward them with VIP offers, sneak peeks of new menus, or early event invites.
Visit Frequency
- Frequent visitors: Invite them to join exclusive clubs or loyalty rewards.
- Lapsed customers: Send win-back offers to get them back through the door.
Purchase Behavior
Track what people order, if possible. If someone always orders takeout, don’t send them dine-in promos. If they always show up for brunch, send brunch specials.
Special Interests
Collect small bits of data like:
- Wine lovers
- Vegan menu fans
- Family diners
- Sports event attendees
Then send specific promotions based on their preferences.
These are a few ideas to get you started. You can go even further and make super-personalized segments that will help you to improve the effectiveness of your SMS campaigns.
Be Strategic with SMS Marketing for Restaurants
SMS marketing is powerful. But it’s also personal.
You’re reaching people directly on their phones, which means you need to be smart about how often and what you send.
If you blast customers too frequently or send irrelevant offers, they’ll get annoyed fast. And once they opt out, you don’t get a second chance.
That’s why it’s better to start slow and test the waters.
Here’s the smarter approach:
- Begin with one or two texts a month.
- Watch your unsubscribe rates carefully. If you see people leaving after a campaign, that’s a clear sign you’re overdoing it.
- Focus on sending valuable messages, not just anything to fill space.
- As you learn what your customers respond to, you can gradually increase the frequency if it makes sense.
Think quality over quantity.
A well-timed text about a limited-time special will do way more for your sales than a flood of random messages that customers tune out.
Rule of thumb:
If you’re not sure whether to send a text… you probably shouldn’t.
Make every message count.
SMS Marketing Software for Restaurants
If you want to run SMS marketing the right way, you need the right platform. Managing texts manually isn’t realistic. You need a tool that can handle opt-ins, automate campaigns, segment your audience, and keep you compliant without the headaches.
If you’re looking for a solid option, check out Referrizer. It’s designed to help local businesses, including restaurants, easily launch SMS campaigns, set up automations like birthday offers and review requests, and track results without needing a full marketing team. It’s a simple way to turn text marketing into real, trackable growth.
SMS Marketing for Restaurants Checklist
Ready to get started? Here’s your step-by-step checklist to make sure you’re setting up your SMS marketing the right way:
✅ Get Permission
Set up a clear opt-in process. Use table stands, posters, website pop-ups, and social media to collect phone numbers legally.
✅ Choose the Right Platform
Pick an SMS marketing tool like Referrizer that handles automations, segmentation, and tracking.
✅ Register for Compliance
Make sure you’re TCR compliant to avoid issues with carriers and stay on the right side of the law.
✅ Segment Your Audience
Organize your contacts based on behavior, frequency of visits, purchase habits, and interests to send more targeted messages.
✅ Create Automated Campaigns
Set up automations for review requests, birthday gifts, lead nurturing, and reservation confirmations.
✅ Plan Regular Campaigns
Use SMS for flash sales, special events, new menu drops, and loyalty program promotions, but don’t overdo it.
✅ Start Slow
Send 1-2 campaigns per month at first. Monitor engagement rates and unsubscribes to find your sweet spot.
✅ Test and Optimize
Experiment with offers, images, wording, and placement to find what gets the best opt-in and response rates.
✅ Track Results
Review metrics like open rates, click-throughs, opt-outs, and ROI to measure success and refine your strategy over time.
✅ Always Prioritize Value
Every text you send should give customers a reason to stay subscribed, whether it’s saving money, getting exclusive access, or feeling appreciated.
Final Thoughts
SMS marketing for restaurants doesn’t have to be complicated, and it definitely shouldn’t be intimidating. When you follow the right steps, stay compliant, and focus on delivering real value, SMS can quickly become one of the most powerful tools to grow your business.
