Here at Access Hospitality, we know exactly how valuable SMS marketing can be for restaurants. In 2023, Acteol customers sent 9 million SMS messages and 13 million push notifications. That was a 30% increase from the year before, and it’s only set to rise further.
SMS is more than just another channel; it’s a way to build relationships, increase bookings, and keep your restaurant top of mind, and in this article we’re going to explain why that is. We’ll also look at common challenges you’ll want to be aware of, and share our top tips on how you can be using SMS in your marketing to drive more sales and increase profit.
What is SMS marketing for restaurants?
SMS marketing is a strategy that involves sending text messages directly to opted-in customers to keep them updated, share offers, and remind them you’re there and you care. From prompts about loyalty rewards, to promotions for a new menu item, or a quick thank-you after a recent visit, SMS allows you to send well-timed, personal communications.
A strategic approach to SMS is a great way to get your message seen at exactly the right moment. For restaurants, this could mean turning a simple text into a last-minute booking, a loyal returning customer, or even a regular who wouldn’t dream of dining anywhere else.
It can also help you respond to real-time challenges in your business. Picture a rainy Thursday afternoon when things are a little quieter than usual. A quick SMS message to your loyalty list offering 20% off that evening could get the phones ringing.
Or you could take a proactive approach; a friendly automated message sent in the morning to previous lunchtime regulars could share details about a new dish or include a small discount. This timely little nudge could remind them why they love your restaurant and encourage them to return sooner rather than later.
SMS isn’t meant to replace your other marketing activities; it works best as part of a wider strategy, complementing email campaigns, social media, and loyalty programs to add a sense of immediacy and personalisation. When done right, SMS can help you create genuine, lasting connections with your customers.
Here at Access Hospitality, we know exactly how valuable SMS marketing can be for restaurants. In 2023, Acteol customers sent 9 million SMS messages and 13 million push notifications. That was a 30% increase from the year before, and it’s only set to rise further.
SMS is more than just another channel; it’s a way to build relationships, increase bookings, and keep your restaurant top of mind, and in this article we’re going to explain why that is. We’ll also look at common challenges you’ll want to be aware of, and share our top tips on how you can be using SMS in your marketing to drive more sales and increase profit.
What is SMS marketing for restaurants?
SMS marketing is a strategy that involves sending text messages directly to opted-in customers to keep them updated, share offers, and remind them you’re there and you care. From prompts about loyalty rewards, to promotions for a new menu item, or a quick thank-you after a recent visit, SMS allows you to send well-timed, personal communications.
A strategic approach to SMS is a great way to get your message seen at exactly the right moment. For restaurants, this could mean turning a simple text into a last-minute booking, a loyal returning customer, or even a regular who wouldn’t dream of dining anywhere else.
It can also help you respond to real-time challenges in your business. Picture a rainy Thursday afternoon when things are a little quieter than usual. A quick SMS message to your loyalty list offering 20% off that evening could get the phones ringing.
Or you could take a proactive approach; a friendly automated message sent in the morning to previous lunchtime regulars could share details about a new dish or include a small discount. This timely little nudge could remind them why they love your restaurant and encourage them to return sooner rather than later.
SMS isn’t meant to replace your other marketing activities; it works best as part of a wider strategy, complementing email campaigns, social media, and loyalty programs to add a sense of immediacy and personalisation. When done right, SMS can help you create genuine, lasting connections with your customers.
Why is SMS marketing so effective?
SMS marketing has the potential to be one of the most powerful tools in a restaurant’s marketing toolkit because it offers two things that are hard to do as effectively using other channels - perfect timing and powerful personalisation.
SMS gives you a direct line to your customers at the exact moment they’re making decisions. Paired with CRM data, it becomes an incredibly effective tool for tailoring messages to your audience’s preferences and habits, helping your business stand out.
Getting your timing right
40% of texts are read within 5 minutes of being delivered, making SMS ideal for time-sensitive offers. A lunchtime message about your specials, or an evening reminder of a 2-for-1 cocktail offer can turn potential footfall into actual bookings.
Making it personal
When you use CRM data to create your message, like a little birthday discount or a “We miss you” note, you can show your customers they’re more than just a number to you. Well thought out personalisation is proven to create loyalty and build stronger connections with your customers.
Reaching the right people
When you go to the effort of planning, writing, and sending a message to your customers, you would like to know they’ve actually seen it. Between dodging the email SPAM filters and trying to appease the social media algorithm gods, it’s a constant battle to be visible. But with SMS, you’ve got a better chance of getting your message read. With open rates of 98%, it’s a channel you can count on.
Achieving your goals
Whether it’s driving repeat visits, promoting events, or reducing no-shows with booking reminders, SMS is a really versatile tool, and with 70% click rates, it can offer huge value. Just set your goals, define what a ‘win’ looks like, and make sure you measure the outcomes.
Challenges of SMS marketing
SMS marketing is definitely an effective channel, but it’s important to recognise the potential challenges you could face so you can get the most from your efforts.
One of the key strengths of SMS messages are their directness, but this can also make them feel intrusive if you don’t manage your approach carefully. Text messages land straight in your customers’ pockets, so they need to feel relevant and well-timed. Overloading your customers with too many messages or sending them irrelevant offers can damage the way they feel about your brand.
Then there’s compliance. Regulations like GDPR mean you can’t send marketing messages without consent. Clear opt-in processes and easy unsubscribe options are non-negotiable.
Finally, you’re going to need to think carefully about what you say and how you say it. With only 160 characters, and without the advantage of being able to include gorgeous pictures of your food, you’re going to need to be concise, relevant, and engaging.
Don’t worry, though; with the right approach, these challenges are easy to manage, and the rewards are well worth it.
Top tips for SMS marketing in restaurants
1. Build your subscriber list the right way
Your marketing campaigns are only as good as the people you’re reaching. Start by focusing on quality over quantity by building a list of customers who actually want to hear from you. Offer sign-up options at key moments, like when they book a table or join your loyalty program, and make it clear what they’ll get out of it. People love the promise of exclusive offers or early invites.
Pro Tip: QR codes in your restaurant are a game-changer. Pop them on menus, receipts, or table signs to make sign-ups effortless for your guests.
2. Make it personal
Nobody wants to feel like just another name on a list. Use the customer data in your CRM to make your messages feel thoughtful and relevant. Address them by name, send offers tailored to their preferences, or surprise them with a birthday discount. A little effort goes a long way in building loyalty. The more information you’re able to capture about your customers, the more relevant you can make the messages; this is where hospitality CRM software comes into its own.
Example: “Hi [Name], your favourite dish is back on the menu! Enjoy 15% off when you visit us this week. Book here: [link].”
3. Timing is everything
The beauty of SMS is its immediacy—most messages are read within minutes. Use that to your advantage by timing your campaigns for when they’ll have the most impact. Mid-morning is perfect for lunch promotions, while early evening nudges can boost dinner bookings.
Pro Tip: Automate your campaigns with scheduling tools so your messages always land at the right time, without the stress of last-minute planning.
4. Make them feel special
Everyone likes to feel like a VIP. Use SMS to offer exclusive deals, invite customers to events, or reward your loyal diners with something a little extra.
Pro Tip: Build a sense of exclusivity with phrases like, “Just for you” or “Be the first to try…” It’s all about making them feel like they’re in on something others aren’t.
5. Keep it short and sweet
With only 160 characters to work with, every word matters. Highlight your offer, create urgency, and always end with a clear call-to-action. Think of SMS as a quick tap on the shoulder, not a full-blown conversation.
Example: “Enjoy 20% off tonight only! Reserve your table now: [link].”
6. Play by the GDPR rules
Compliance isn’t just a legal box to tick, it’s about respecting your customers. Always get explicit consent before sending marketing texts, and make sure your opt-in process is crystal clear. If you’re storing customer data, keep it secure.
Pro Tip: Double opt-ins are a great way to confirm consent and avoid accidental sign-ups. This makes sure you’re only contacting customers who genuinely want to hear from you, because bothering those who don’t is not only against the law, it’s pointless; if you’re sending them messages they don’t want, it’s going to make them resentful and less likely to want to visit your venue.
7. Make it easy for them to act
You’ve only got a few seconds of attention, so you’re going to want to tell readers what to do next, and make it easy for them. That’s where clear calls to action come in. Think about including booking links, offer codes, or contact details.
Pro Tip: Short links and QR codes make it easier for you to track what’s working.
8. Don’t overdo it
SMS is a personal channel, so less is often more. Nobody wants to feel bombarded, so too many messages can lead to opt-outs. Meanwhile too few might mean you miss a key chance to reach a hungry customer. Find the right balance by testing different frequencies and listening to customer feedback.
Pro Tip: Pay attention to unsubscribe rates, because if they’re creeping up it might be time to adjust your approach.
9. Track what’s working
SMS marketing isn’t a “set it and forget it” strategy. Use tools to measure open rates, clicks, and redemptions, so you know what’s working and what isn’t. Then you’ll be able to refine your approach to get even better results.
Pro Tip: A/B testing is your secret weapon. Try out different offers, timings, or CTAs to see what gets the best results.
10. Always offer an easy way out
Respecting your customers means making it simple for them to opt out if they need to. Include an easy unsubscribe option like, “Reply STOP to opt out.” It’s not just about staying compliant, it’s about showing you care.
Pro Tip: Opt-out rates are a fantastic source of feedback on whether your messages are hitting the mark or missing the point.
How Acteol CRM can help your SMS campaigns
If you’re wanting to get the most from your SMS marketing, the right tools can make all the difference. Acteol CRM from Access Hospitality enables you to capture and understand your customer data, so you can personalise your campaigns, while the Campaign Builder module allows you to manage your SMS campaigns with ease.
Make it personal with dynamic content: We all know how important personalisation is, and Campaign Builder makes it easy. Using the data in Acteol CRM, you can tailor every message to your customers. Whether it’s a friendly “Hi [Name]” or a discount on their favourite dish, dynamic content helps your messages stand out for all the right reasons.
Get the timing spot on with triggered messages: Timing matters, and Campaign Builder helps you nail it. Set up automated messages triggered by specific actions, like a friendly follow up after a visit. It’s like having a personal assistant who always knows when to send the perfect message.
Test and refine with split testing: Not sure if your customers would prefer a discount or a free dessert? With split testing, you can try both and see which gets the best response. Campaign Builder helps you learn what works, so your SMS campaigns keep getting better.
Bring everything together with multichannel campaigns: With Campaign Builder, you can manage SMS, email, and social media campaigns all from one place.
Track your success with smart analytics: It’s important to track the results of your campaigns, so you know what’s working and what needs improving. Campaign Builder lets you track key metrics like open rates, clicks, and conversions.
With Acteol, your SMS marketing is so much easier to manage. Whether you’re running a single campaign or coordinating across multiple channels, it gives you everything you need to connect with your customers in a meaningful way.
Ready to take your SMS Marketing to the next level?
Throughout this article, we’ve shared ideas to help you create campaigns that go beyond simple promotions; we’ve looked at why SMS marketing is one of the most effective tools you can use to connect with your customers, and we’ve explored some of the potential challenges that you might face.
The best SMS campaigns don’t just promote, they connect. By focusing on personalisation, timing, and relevance, you can turn a simple text into a meaningful moment for your customers. And when you get it right, those moments can turn visitors into regulars, and regulars into lifelong fans.
Making all this happen doesn’t have to be complicated; with Acteol CRM from Access Hospitality, you’ve got everything you need to create campaigns that hit the mark every time. From personalising messages and automating triggers to managing multichannel campaigns and tracking your success, it’s all in one place, and it’s all designed to make your life easier.
So, if you’re ready to see how you can take your SMS marketing to the next level, watch our demo video. Or speak to us today to discover how Access Hospitality’s solutions can help your restaurant succeed.