Email and SMS are the highest-ROI channels a restaurant owns — you’re marketing to people who already chose you. The problem is most restaurants never capture the data. Here’s the system that turns one-time diners into regulars.
1. Capture the list
Every direct order, reservation and WiFi login should capture an email/phone. This is the hidden cost of delivery apps — they keep the customer data. Direct-ordering platforms like Owner.com capture it for you.
2. The core flows
- Welcome: first-order discount, your story, ordering link
- Win-back: triggered when a regular hasn’t ordered in 30-45 days
- Birthday: a free item drives a visit and goodwill
- Post-order: thank-you + review request + reorder link
3. Timing and cadence
Weekly is plenty for broadcasts; lead with value (new menu, events) not just discounts. Send around decision windows — late afternoon for dinner, mid-morning for lunch.
4. SMS for urgency
Reserve SMS for time-sensitive offers and order confirmations. Higher open rates, lower tolerance for frequency — use sparingly.
Like All India (Pittsburgh), Mintt (Monroeville) and Nino’s (Patchogue). Free 24-hour audit.
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Track revenue per send and repeat-order rate, not opens. If you want this built and run for you, that’s our retention service. Related: restaurant loyalty programs.
Related: complete restaurant marketing guide.
Related: ecommerce email marketing guide.