The Ultimate Guide to Restaurant Text Message Marketing
How Restaurants, bars & Hotels are Serving Up Success One Text at a Time
So, you’ve heard the buzz about restaurant text message marketing and you’re wondering, “Is this something I need to add to my marketing menu?” The short answer: Absolutely. The long answer? Well, grab a seat and a snack because we’re about to dish out everything you need to know about how text message marketing can turn your restaurant, hotel, or bar into the talk of the town!
What is Restaurant Text Message Marketing?
Imagine having a direct line to your customers, one that’s as close as the phone in their pocket. That’s exactly what restaurant text message marketing is all about. It’s the practice of sending promotional texts, updates, and exclusive offers directly to your customers via SMS.
Whether you’re letting them know about a new seasonal dish, reminding them of their reservation, or tempting them with a limited-time offer, text message marketing is your way to stay top of mind.
When you think of your overall marketing strategy, text message marketing is targeted to people that are already familiar with your brand. You may have already captured their attention through your restaurant SEO strategy, traditional marketing, Google AdWords or a restaurant influencer marketing campaign; and in that initial contact, you collected their cell phone information. Now that you have identified them, your text message campaign is a great way to nurture them into being a repeat customer.
Text message marketing is also fast. Got a flash sale or a last-minute event? Text your customers, and they’ll know about it almost instantly. It’s also versatile, whether you’re running a cozy café, a swanky hotel, or a lively bar, text marketing can fit seamlessly into your overall restaurant marketing strategy.
The Benefits of a Great Text Message Marketing Strategy
Text message marketing isn’t just effective—it’s insanely effective. Here’s why:
- Instant Communication: With a 98% open rate, texts are almost guaranteed to be seen. Compare that to emails or social media posts that can get lost in the shuffle, and it’s clear why texting is a winner.
- Personalized Connection: Texts are personal. They feel like a direct conversation with your customer, making them more likely to act on your message.
- Quick and Convenient: Need to fill a few tables tonight? Send a last-minute text with a special offer. Your customers can see it, decide, and walk in within minutes.
- Enticing Return Visits: Text message marketing is a fantastic way to lure past customers back through your doors. Whether it’s a reminder of their favorite dish or a personalized discount, texts can reignite their craving for your offerings.
Who’s Nailing Text Message Marketing?
Let’s take a look at some industry leaders who are absolutely crushing it with text message marketing.
- Chipotle: They’ve mastered the art of the flash deal. By sending out time-sensitive offers via text, Chipotle creates a sense of urgency that gets customers rushing to their nearest location.
- Hilton Hotels: Hilton uses text message marketing to enhance the guest experience. From check-in reminders to personalized room service offers, they make every stay feel customized and special. Hilton has also vowed to expand its mobile messaging platform to bring text-messaging capabilities to more than 7,000 Hilton properties globally by the end of 2024.
- Taco Bell: With a knack for playful and engaging texts, Taco Bell keeps their audience informed and entertained, whether it’s through new menu item launches or quirky promotional campaigns.
To be fair, these businesses are leveraging their popular customer and restaurant loyalty programs backed by some sophisticated SMS messaging software. But you should know that there are programs on the market today that allow just about any business to implement a text message marketing strategy for a very manageable ROI.
How to Start Implementing Your Own Text Message Strategy
Ready to get started? Here’s how you can kick off your own text message marketing campaign:
- Build Your List: Start by encouraging your customers to opt-in. Offer a small incentive like a discount on their next visit or a free appetizer.
- Choose the Right Platform: Whether you’re using your existing POS system or a dedicated text message marketing tool, make sure it’s easy to manage and integrates well with your other marketing efforts.
- Craft Your Messages: Keep your texts short, sweet, and to the point. Make them as engaging as possible with clear calls to action.
- Be Consistent but Not Overbearing: The key to successful text marketing is finding the right balance. You want to stay in touch with your customers without becoming annoying.
Great Hotel and Restaurant Text Campaign Ideas
Looking for inspiration? Here are some text campaign ideas to get you started:
- Exclusive Discounts: “Show this text to get 15% off your meal tonight! Valid only today.”
- Event Reminders: “Don’t forget about our live music night tomorrow at 7 PM. Reserve your spot now!”
- New Menu Alerts: “Just in! Our new summer cocktails are here. Come try them tonight.”
- Spa Package Exclusive: “Book your room this weekend and get a $50 Spa Credit on us!”
Best Practices for Sending Promotional Text Messages
When sending promotional text messages, it’s crucial to follow best practices to ensure your messages are effective, engaging, and compliant with regulations. Here’s a rundown of the best practices to keep in mind:
Get Explicit Consent
- Opt-In Required: Always ensure that your customers have explicitly opted in to receive promotional texts from you. This is not just a best practice; it’s also a legal requirement under regulations like the TCPA (Telephone Consumer Protection Act).
- Double Opt-In: Consider using a double opt-in process where customers confirm their subscription, ensuring they are fully aware of what they’re signing up for.
Be Clear and Concise
- Keep It Short: Promotional texts should be brief and to the point. Aim to convey your message in 160 characters or less.
- Clear Call-to-Action: Include a direct and clear call-to-action (CTA), such as “Show this text for 20% off” or “Click here to claim your free appetizer.”
Personalize Your Messages
- Use Customer Data: Leverage customer data to personalize your messages. Addressing the customer by name or sending tailored offers based on their past purchases can significantly increase engagement.
- Segment Your Audience: Group your customers based on their preferences, behavior, or location, and send targeted messages that are more likely to resonate with each segment.
Timing is Key
- Send at Optimal Times: Avoid sending texts too early in the morning or late at night. The best times are typically mid-morning or mid-afternoon when customers are more likely to be receptive.
- Consider Frequency: Don’t overwhelm your customers with too many messages. A good rule of thumb is to limit promotional texts to 2-4 times per month unless you have something really special to share.
Offer Real Value
- Exclusive Offers: Make sure your texts provide real value, such as exclusive discounts, early access to sales, or special events that customers can’t get anywhere else.
- Urgency and Scarcity: Creating a sense of urgency (e.g., “Offer ends today!”) or scarcity (e.g., “Only 10 spots left!”) can drive quicker responses.
Include an Opt-Out Option
- Easy Unsubscribe: Always include a clear and simple way for customers to opt out of receiving future texts. This can be as easy as replying with “STOP.”
- Respect Their Choice: If a customer opts out, ensure they are immediately removed from your list to comply with regulations and maintain trust.
Track and Measure Performance
- Analyze Metrics: Regularly monitor key metrics such as open rates, click-through rates, and conversion rates to see how well your texts are performing.
- A/B Testing: Experiment with different messages, timings, and offers to see what resonates best with your audience.
Stay Compliant
- Know the Laws: Familiarize yourself with laws and regulations governing text message marketing in your country or region. In the U.S., the TCPA and CAN-SPAM Act have specific rules about sending promotional messages.
- Data Security: Protect your customer’s data by using secure systems for storing phone numbers and sending messages.
Make It Engaging
- Use Rich Media: Where possible, include MMS (Multimedia Messaging Service) with beautiful images, engaging videos, dramatic restaurant photography or fun gifs to make your messages more engaging.
- Interactive Elements: Incorporate elements like polls, surveys, or interactive links to make your texts more than just one-way communication.
Integrate with Other Marketing Channels
- Consistent Messaging: Ensure your text message campaigns are consistent with your restaurant social media marketing, restaurant email marketing, and overall restaurant branding.
- Cross-Promote: Use your texts to drive traffic to your website, promote Google restaurant reviews, or highlight new restaurant promo videos.
Text Marketing Tips and Tricks for Restaurants, Hotels, and Bars
To really nail your text message marketing, keep these tips in mind:
- Timing is Everything: Send your texts at times when your customers are most likely to read them—like mid-morning or late afternoon.
- Personalization is Key: Use customer data to tailor your messages. A “Happy Birthday” text with a free dessert offer goes a long way.
- Keep It Fun: Don’t be afraid to let your brand’s personality shine through. A witty, well-timed joke can make your message memorable.
Combine with Other Strategies: Pair your texts with your social media marketing, email marketing, and even Google ads for restaurants for a comprehensive approach.
Nacho Marketing’s Approach to Restaurant Text Message Marketing
Here’s where we get to the good stuff—how Nacho Marketing can help you rock your text message marketing game. We know that every restaurant, hotel, or bar is unique, which is why we tailor our approach to fit your specific needs. Whether you’re looking to integrate text marketing into your existing POS system or you need help selecting and setting up the perfect restaurant marketing software, we’ve got you covered.
Our team will work with you to create a strategy that not only reaches your customers but also engages and delights them—making sure they keep coming back for more. And because we’re a full-service restaurant marketing agency, we can help you integrate your text campaigns with your restaurant website design, restaurant branding, and beyond.