How to Start SMS Marketing for Your Restaurant

Sms Marketing December 23, 2025

Derrick McMahon

Writer

What is SMS marketing?

SMS marketing is a permission-based strategy where businesses send promotional or informational text messages to customers' phones. It's used to share offers, reminders, updates, and links, driving quick responses because texts are typically seen and read shortly after delivery.

Importance of SMS Marketing

SMS marketing is one of the fastest ways to reach your customers - because it shows up where they already pay attention - their phone. But most restaurant owners hesitate to start for one simple reason - nobody wants to annoy guests with spammy texts. That's a smart concern. Done wrong, SMS can feel pushy and drive unsubscribes. Done right, it becomes a reliable way to fill slow periods, drive repeat visits, and promote offers without discounting your brand into the ground.

You need a clear goal, a clean opt-in process, a few solid messages, and a consistent routine. Think of SMS like your "short daily huddle" with your best customers - quick updates, a simple offer, and a clear reason to come in today or order tonight.

Start With the Goal

Before you write a single text message, get clear on why you're using SMS. If you skip this step, you'll end up texting random specials whenever things are slow - and customers will feel that. A strong SMS program is simple - one goal, one main offer, and one clear action.

Start by choosing one primary goal for the next 30 days. Pick the one that would move the business most right now -

1. Increase repeat visits (get regulars to come one more time this month)
2. Boost a slow day or slow daypart (Tuesday dinner, weekday lunch, late night)
3. Grow online orders (pickup/delivery, especially during peak convenience hours)
4. Promote catering or large orders (office lunches, team events, holiday trays)
5. Fill seats for a specific event (live music night, trivia, seasonal launch)

Now pair that goal with one "main offer" The best starter offers are easy to understand and easy for your team to execute. Keep it clean and specific. For example -

- Free add-on with purchase (chips & salsa, drink upgrade, side, sauce flight)
- Limited-time bundle (two entrees + appetizer, family meal, lunch combo)
- VIP early access (first access to a new item, holiday preorders, limited drop)
- Simple dollar-off (only if needed; avoid constant % discounts)

A good offer should pass three quick tests -

1. Margin-safe - You can run it without regretting it on the P&L.
2. Operationally simple - The kitchen and POS can handle it without confusion.
3. Urgent and clear - There's a reason to act now (today only, this week, while supplies last).

Finally, define one success metric so you know if it worked. Choose the easiest thing to track based on how you sell -

- Redemptions (code shown, keyword used, or cashier button)
- Clicks (link clicks to ordering page or reservations)
- Orders or revenue tied to the SMS link or promo code
- Guest count lift during the targeted hours

If you do nothing else, do this- write one sentence that becomes your filter for every text you send-

"We're texting to(goal) using(offer) and we'll measure success by(metric)."

That sentence keeps your SMS marketing focused, consistent, and profitable - before you ever touch a template.

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Platform, Phone Number, and Brand Voice

Once your goal and main offer are clear, set up the foundation so texting feels professional, consistent, and easy to manage. This is where many restaurants overcomplicate things. You don't need fancy features on day one - you need the right basics so you can collect opt-ins, send messages on schedule, and track results.

Choose an SMS platform that fits a restaurant workflow
Look for a platform that makes these tasks simple -

- Opt-in tools (QR codes, text-to-join keywords, website forms, checkout opt-in)
- Segmentation (even basic tags like "lunch," "dinner," "VIP," "delivery")
- Scheduling (send at specific times, not only right now)
- Automation (welcome message, birthday text, win-back message - optional at first)
- Reporting (deliveries, clicks, opt-outs, and campaign performance)

If the platform doesn't make it easy to prove results, you'll stop using it. Prioritize clarity over complexity.

Pick the right sending number (and set expectations)
Restaurants typically use one of these options

1. Local 10DLC number - Looks like a normal phone number and feels personal. Great for most restaurants.
2. Toll-free number - Can be easier to set up and scales well, especially for multi-unit.
3. Short code - Memorable but usually more expensive and often unnecessary for getting started.

Whichever you choose, consistency matters. Use one main number so guests recognize you. Also make sure your messages identify you quickly (ex. "Joe's Tacos" at the front) so customers don't wonder who's texting them.

Define your brand voice in 10 minutes
SMS is short, so your voice needs to be predictable. Decide -

1. Are you friendly and casual ("Hey! Quick treat today...") or straight to the point ("Today only ...")?
2. Do you use emojis? If yes, pick 2-3 that fit your brand and don't overdo it.
3. Do you use guest-first language (Thanks for being a regular) vs. promo-heavy language (Big sale!)?

A simple rule - Write how your best manager would talk to a great regular. Warm, clear, and not pushy.

Create 2-3 message types you'll reuse
To avoid sounding repetitive, build a tiny "menu" of message styles -

1. Promo text - Offer + deadline + link
2. Info text - Holiday hours, preorder reminders, event updates
3. VIP/Loyalty text - Early access, birthday perk, members-only bundle

When your platform, number, and voice are set, everything gets easier- collecting opt-ins is cleaner, messages feel consistent, and your team can execute offers without confusion.

Permissions, Opt-Outs, and Message Rules

SMS is powerful because it's personal - and that's exactly why you must treat permission seriously. The fastest way to kill your program is texting people who didn't clearly agree to hear from you. The goal is simple - only text people who opted in, always let them opt out easily, and keep your messaging honest and predictable.

What "consent" should look like
At minimum, you want a clear opt-in action (they text a keyword, check a box, or submit a form) tied to clear language that says they agree to receive marketing texts. Avoid sneaky opt-ins. Don't pre-check boxes. Don't bundle SMS consent as "required" just to place an order.

Best practice - Use a short disclosure wherever people opt in -

- Your restaurant name
- What they'll get (deals, updates, reminders)
- Approximate frequency (ex. up to 4 msgs/month)
- Message & data rates may apply
- How to opt out (Reply STOP to cancel)
- Link to your privacy policy/terms (online)

Example opt-in line (simple) -
"By subscribing, you agree to receive recurring marketing texts from [Restaurant]. Reply STOP to unsubscribe. Msg & data rates may apply."

Opt-outs aren't optional - make them effortless
Every marketing text should include an opt-out instruction, especially early on. Standard keywords include STOP (unsubscribe) and HELP (support). Most SMS platforms handle this automatically - turn it on and don't override it.

Also - if someone opts out, don't text them again unless they re-subscribe.

Message rules that keep guests happy (and reduce unsubscribes)

- One text = one purpose. Don't cram in multiple offers.
- Be specific. Include the offer, the deadline, and the action (order link/reserve/mention code).
- Don't over-text. A simple starting point is 1-2 texts/week or 2-4/month, depending on your concept and list size.
- Respect timing. Avoid very early or very late sends. If you're unsure, aim for late morning (lunch) or mid-afternoon (dinner planning).
- Be honest. No fake urgency, no misleading free claims, no surprise fine print.

Quick compliance checklist (practical)

- Clear opt-in language + brand name shown
- No pre-checked boxes
- STOP/HELP enabled and working
- Frequency expectation stated at signup
- You can show when/where someone opted in (your platform should store it)

Do this right once, and everything else gets easier - because your list will be smaller, cleaner, and far more responsive.

Build Your List Using 5 Practical Opt-In Paths

SMS marketing only works if you have people to text - and the best list is built from guests who already like you. The goal isn't a giant list. The goal is a clean list of real customers who want updates and will actually buy. Start with a few easy opt-in paths and run them consistently for 30 days.

1. In-store "Text-to-Join" (the fastest win)
Put a simple sign where customers naturally pause- the register, host stand, pickup shelf, and tables. Use a short keyword and a clear benefit.

Example -
"Text TACOS to (555) 123-4567 for VIP offers (2-4 msgs/mo). Reply STOP to opt out."
Make it frictionless. No long forms. No tiny QR codes only. Give people the option to join in one step.

2. QR code at the table, bar, and receipts
QR codes work well when they lead to a quick signup page. Put them on -

- Table tents
- Menu inserts
- Bar signage
- Receipts or checkout screens

Tip. Pair QR with a reason - "Get today's drop," "birthday perk," or "weekly deal."

3. Online ordering checkout opt-in
If you have online ordering, this is prime real estate because intent is high. Add an opt-in checkbox at checkout with clear language (don't auto-opt them in). This turns one-time orders into repeat business.

4. Website pop-up or banner (keep it polite)
Use a small banner or exit-intent pop-up that offers something simple -

- "Get $3 off your next visit"
- "Get weekly specials by text"
- "Get early access to limited items"

Keep it brand-safe and margin-safe. A free add-on is often better than a percentage discount.

5. Loyalty signup (or "VIP list" if you don't have loyalty)
If you already run a loyalty program, add SMS as a signup option. If you don't, create a simple "VIP Text Club" that acts like lightweight loyalty - just perks and early access.

Choose an incentive that doesn't wreck margins
Avoid leading with big discounts. Strong incentives include -

- Free add-on with purchase
- First dibs on limited items
- Birthday treat
- Members-only bundle

Most importantly- train your team on one line they can say naturally -
"Want our weekly deal by text? It's 2-4 messages a month - super easy to opt out."

Run these five paths and you'll build a list quickly - without annoying guests or slowing down service.

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Segment From Day One

If you text everyone the same message every time, you'll get two problems fast - more opt-outs and lower sales. Segmentation fixes that. It simply means you group customers so you can send the right offer to the right people - without guessing.

The good news- you don't need 20 segments. Start with 3-5 simple groups you can actually use. Think of segmentation as "common sense sorting," not a complicated marketing project.

Start with these easy, high-impact segments

1. New subscribers (first 7-14 days) - These people just joined, so they're paying attention. Send a welcome message and one strong offer to turn interest into a visit.
2. Regulars / VIPs - Guests who visit often (or loyalty members) should get perks that feel special - early access, limited drops, or a bundle - rather than constant discounts.
3. Lunch vs. Dinner guests - A lunch crowd responds to quick combos and tight time windows. Dinner guests respond to family meals, date-night bundles, or "order ahead for tonight."
4. Pickup/Delivery vs. Dine-in - Someone who orders online is more likely to click a link and redeem a code. A dine-in guest may respond better to "show this text"offers.
5. Location (if you're multi-unit) - Local offers only work if they're truly local. Segment by store or neighborhood so customers don't get a deal for the wrong location.

How to segment without making it complicated
Use the information you already have -

- How they signed up (in-store vs. online)
- Their preferred location
- Their order type (online ordering data if available)
- Basic time patterns (lunch/dinner)

Even if your tools are limited, you can still segment by using tags like -

- NEW
- VIP
- LUNCH
- DINNER
- DELIVERY
- PICKUP

LOCATION. Downtown / Eastside / etc.

Why this matters (practical example)
Instead of blasting "20% off today" to everyone, you might send-

1. Lunch segment. "Lunch combo special 11-2. Order ahead. (link)"
2. VIP segment. "VIP early access- limited item tonight. Reply YES to reserve."
3. Delivery segment. "Free add-on with delivery orders today only - [link]"

Same day, different message, higher relevance - and fewer opt-outs.

If you segment from day one, your SMS marketing feels helpful instead of noisy.

Write Your First 10 Texts

Restaurant SMS works best when it's short, specific, and action-based. You're not writing an ad. You're sending a quick nudge that makes it easy for someone to decide - "Yes - let's go today."

The simple structure that keeps texts clear
Use this pattern almost every time -

[Restaurant name] + [value] + [deadline] + [how to redeem] + [link] + [opt-out]

Example -
"Joe's Pizza- Free garlic knots with any large pie today only (4-9pm). Order/ joespizza.com. Reply STOP to opt out."

Keep it to one offer and one action. If the message needs a paragraph, it's not an SMS message anymore.

Timing that fits restaurant behavior

1. A solid starting point - Lunch pushes. 10.30am - 11.30am (people deciding where to eat)
2. Dinner pushes - 3.30pm - 5.30pm (people planning the evening)
3. Weekend reminders - late morning or early afternoon
4. Slow-day boosts - send earlier the same day, not after the rush starts

Also, don't text too often. If you're starting from scratch, aim for 1-2 campaigns per week plus a welcome text for new subscribers.

10 starter texts you can copy and customize

1. Welcome "[Name] - Welcome to [Restaurant]! Thanks for joining. Here's a quick perk - [offer]. Use by [day]. [link] Reply STOP to opt out."
2. Weekly special "[Restaurant] - This week's special - [item/bundle] for [price]. Available [days/hours]. [link] STOP to opt out."
3. Slow day boost "[Restaurant] - Need dinner plans? Today only- [offer] from [time]. Show this text. STOP to opt out."
4. Online ordering push "[Restaurant] - Order ahead tonight - [offer]. Pickup/delivery here - [link] STOP to opt out."
5. Limited drop / urgency "[Restaurant] - Limited batch of [item] is back today. While it lasts. [link] STOP to opt out.
6. Catering / large order - "[Restaurant] - Feeding a group this week? Catering bundles start at [price]. Order - [link] STOP to opt out."
7. Event night "[Restaurant] - Tonight [event] - Grab a table early. Details. [link] STOP to opt out."
8. Win-back (after no visit) "[Restaurant] - We miss you - come by this week for [small perk]. Valid until [date]. STOP to opt out.
9. Birthday [Restaurant] - Happy Birthday! Enjoy [birthday offer] this week. Show this text. STOP to opt out."
10. Feedback / service recovery "[Restaurant] - Quick question - how was your last visit? Reply 1-5 (5 = great). We read every reply. STOP to opt out."

Next, we'll put these into a simple first-week launch plan so you're not guessing what to send and when.