Restaurant operators looking for a cost-effective, simple, and highly effective marketing tool need look no further than the phones in their pockets. Text (SMS) marketing campaigns have already proven highly effective in retail and entertainment yet remain wildly underutilized in the restaurant industry. If used correctly, text marketing can keep restaurants’ customers engaged and provide value without cluttering their inboxes. Here are the major Dos and Don’ts to consider when starting up a text message marketing campaign:
DO Understand Your Customers’ Habits
There is no secret recipe for how often to send texts to customers but always account for your customer’s habits. If you are a fast-casual concept with customers visiting multiple times a month, a weekly text offering a discount or freebie might be appropriate. However, higher-price full-service restaurants that diners only occasionally frequent should limit their texting to once or twice a quarter. Also, avoid sending texts at odd hours, unless you happen to operate a late-night snack spot or cater to shift workers.
DON’T Breeze Over the Opt-in
Resist the temptation to sneak more phone numbers into your database by slipping an opt-in checkbox into the POS interface. If a guest does not vividly recall signing up for a list, your texts will likely be seen as unwelcome spam. Instead, create a purposeful message encouraging guests to opt themselves into texts. Make it easy to spot by placing QR codes throughout the restaurant and include links on your website and social accounts.
DO Bring Real Value
Before sending a text message, ask yourself if it creates value for your unique customer base. At the outset, include an immediate incentive like merchandise or a free dessert when diners sign up for your text list. If your customers come to your concept looking for value, use texts to offer weekly discounts or specials. Do your customers come to you for unique experiences? Offer presale opportunities or even special pricing for seasonal or exclusive dining events. The possibilities are endless, just be sure it is relevant for your patrons.
DON’T Skip Automation Opportunities
Instead of simply sending one generic message after another to your entire list, create personalized messages triggered by specific events. Offer specials during a customer’s birthday month. Entice customers who haven’t visited lately with a welcome-back offer. Text automation can also encourage user-generated content that boosts your restaurant’s online image. For example, instead of sporadically blasting your text list with an online review request, set up a trigger event, like thirty minutes after opting into your text list. If you have offered freebies for signing up, diners should be happy to leave a review while they enjoy their gift.
DO Have Clear Messaging
One of the biggest mistakes in text marketing for restaurants is sending unclear or difficult to read messages. Ensure recipients can easily identify your business name in the message. Create a clear call to action like “show this text to your waiter” or “call to reserve”. Use a link shortener for any external links. Refrain from using too much slang unless you have a very narrow customer demographic. Keep it simple to help your message get through.
Hire Restaurant Leaders with Marketing Skills
Not every restaurant has dedicated marketing professionals, but every restaurant needs management professionals with marketing abilities. The Restaurant Recruiting team at Horizon Hospitality has over twenty-five years of industry experience. They have a vast database of culinary, management, and executive talent, and utilize cutting-edge recruitment techniques to find the top candidates for your business. Contact us today to learn more.
