Text message marketing for restaurants: Ideas, examples and best practices

Text message marketing for restaurants works best when timing has a direct effect on the customer’s decision. 

A lunch offer sent at 11:30 a.m. might encourage someone to place an order that same day. A timely reservation reminder can help reduce no-shows, while a loyalty email might give a customer who hasn't visited in weeks a reason to come back.

SMS can also become noisy very quickly. Restaurants need permission to text customers, a reason for each message and a campaign plan that goes beyond sending discounts whenever bookings look quiet.

This guide covers both sides. You’ll find real restaurant SMS campaigns from brands including TGI Fridays and Jason’s Deli, along with practical campaign ideas you can adapt to your own restaurant.

What is text message marketing for restaurants?

Text message marketing for restaurants means sending opted-in customers promotional or customer-lifecycle messages by SMS.

A restaurant could text customers about available tables during a quiet evening or remind them about an upcoming booking. Loyalty offers and new-menu announcements are other common uses.

Marketing SMS should be distinguished from having a customer’s mobile number for another purpose. A phone number entered during a reservation doesn’t automatically give a restaurant permission to send promotional texts. Your opt-in process needs to cover marketing use specifically.

SMS also doesn’t need to replace email. The two channels can handle different parts of restaurant communication, which we cover in our SMS vs email marketing guide.

Restaurant SMS marketing examples from real brands

Restaurant SMS examples are more valuable when they show what brands did with the channel, not just what a hypothetical message might look like.

The examples below come from published restaurant campaigns and case studies. Results reported by technology providers should still be read as vendor case-study data rather than independent experiments.

TGI Fridays used SMS to grow its loyalty audience

TGI Fridays launched its text program with Attentive and promoted SMS sign-up through its website. The initial signup offer gave customers 10% off their first purchase.

The program grew quickly. Restaurant Business reported that roughly four and a half months after launch, TGI Fridays was averaging 62,000 SMS signups per month and had accumulated around 300,000 subscribers. The company was sending approximately two or three texts each month, focused on product news and selected offers. 

What to take from it: TGI Fridays didn’t build its SMS program around constant discount blasts. Sign-up, loyalty and repeat purchase were connected from the beginning.

Poppi used SMS to drive in-store purchases through a Subway partnership

Poppi used SMS to promote a limited-time offer in partnership with Subway. The message encouraged Subway Sub Club members to purchase a 6-inch or Footlong sandwich and receive a free Orange or Strawberry Lemon Poppi drink at participating U.S. restaurants.

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The campaign used a casual, conversational tone, emojis and a clear call to action. By making the offer available for one day only, Poppi created urgency and gave subscribers a specific reason to visit Subway. The promotion also connected Poppi's SMS audience with Subway's existing loyalty program.

What to take from it: Poppi used SMS to turn a brand partnership into an immediate purchase incentive. The offer combined a free product, limited-time urgency and loyalty membership to encourage store visits and product trial.

Restaurant Nova used SMS to confirm reservations and communicate with guests

Restaurant Nova used SMS to manage reservations and communicate directly with guests before their visits. After booking a table, customers received an automated message with their reservation details, including the date, time and party size. Guests could confirm by replying with "1" or cancel by sending "9".

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The restaurant also sent personalized follow-up messages ahead of scheduled visits. In the example, a guest with a reservation for 10 people received a message asking about potential food allergies. A link allowed customers to view the full message and respond with additional information.

What to take from it: Restaurant Nova used SMS for more than reservation reminders. Simple two-way communication helped confirm bookings, collect guest preferences and prepare for upcoming visits, creating a smoother experience for both customers and restaurant staff.

Domino's used SMS to promote customizable pizza deals

Domino's used SMS to promote its "Best Deal Ever" campaign, highlighting the ability to build a pizza with any seven toppings. The messages focused on customization, encouraging customers to create a pizza based on their personal preferences rather than promoting a specific menu item.

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The campaign featured two variations of promotional copy, each communicating the same offer with a different opening message. One emphasized getting the pizza customers really wanted, while the other focused on creating a pizza with their favorite toppings. Both included a direct link to Domino's website, making it easy for recipients to move from the message to placing an order.

What to take from it: Domino's used SMS to highlight product flexibility and give customers a clear reason to order. Different messaging angles allowed the brand to promote the same offer while testing which approach could generate stronger engagement and purchase intent.

Restaurant SMS marketing ideas

Real campaign examples show the possibilities, but the right campaigns depend on how your restaurant operates. Below are nine ideas worth testing; the example texts are templates written for this guide, not messages taken from the brands above.

1. Promote quieter service periods

SMS is a strong channel when you have a short window to influence demand.

If Tuesday dinner consistently has empty tables, send an offer that afternoon so customers have time to act without promoting the discount for several days.

Example text:

Hart & Olive: Dinner plans? Book by 6 PM tonight and we’ll add a free starter to your table. Reserve here: [link]

Don’t make every quiet period dependent on discounting. You can promote an event or limited menu item when there’s a genuine reason to visit.

2. Send reservation reminders

Reservation reminders have an obvious job: get the guest to confirm, amend or cancel before an empty table becomes unavoidable. A reminder should include the restaurant name and booking time. 

Example text:

Luma Kitchen: Your table is booked for tomorrow at 7:30 PM. Need to change your booking? Manage it here: [link]

Pro tip: A link for managing the reservation can reduce unnecessary phone calls.

For higher-demand restaurants, the ability to release a cancelled table early can make the reminder valuable even when it doesn’t prevent every cancellation.

3. Bring back customers who haven’t ordered recently

Win-back campaigns should use customer history where possible.

A generic “we miss you” message has limited information behind it. A segment of customers who previously ordered regularly and then disappeared gives the campaign a much clearer audience.

Example text:

Mesa: It’s been a while since your last order. Our autumn menu is now live — take a look here: [link]

An offer can be added when the economics support it, but it shouldn’t be the default response to every inactive customer.

4. Promote a new or limited menu item

A menu launch gives SMS a natural sense of immediacy. Restaurants can use text for items with limited availability or dishes connected to a short seasonal window.

Example text:

Rocco’s: Truffle pizza is back from tonight, and we’re making a limited number each day. Menu + bookings: [link]

5. Support loyalty programs

Loyalty works particularly well when the message reflects information specific to the customer. A diner who is close to earning a reward has a stronger reason to act than somebody receiving a general “join our loyalty program” broadcast.

Example text:

North Street Grill: You’re one visit away from your next loyalty reward. See what’s waiting in your account: [link]

6. Fill remaining capacity for events

Restaurants hosting tastings or seasonal events often end up with a short period where only a few spaces remain. SMS can reach an opted-in local audience close to the deadline.

Example text:

Juniper: 8 seats remain for Thursday’s wine dinner. Menu and booking details: [link]

Use real scarcity. Customers learn quickly when every restaurant campaign claims something is “almost sold out.”

7. Promote takeaway and delivery

SMS can bring customers directly into the ordering flow. It works especially well when a restaurant already knows the customer has ordered online before.

Example text:

Parker’s BBQ: Friday dinner without the queue — order ahead for collection from 5 PM: [link]

8. Send catering reminders before relevant deadlines

Restaurant marketing doesn’t stop with individual diners. Restaurants selling office catering or holiday packages can use SMS when an order deadline is approaching.

Example text:

Tessa’s Kitchen: Christmas catering orders close Friday. View the menu or reserve your collection slot: [link]

This works best with customers who have already expressed interest in catering or opted into relevant marketing. Sending every restaurant subscriber a corporate catering message can create unnecessary noise.

9. Ask for feedback after a visit or order

Feedback SMS should be short because the customer has already completed the main journey.

Example text:

Ember: Thanks for joining us yesterday. Got 30 seconds? Tell us how your visit went: [link]

The timing should be close enough to the experience for the customer to remember it without arriving while they’re still eating.

Restaurant SMS marketing calendar

A simple SMS calendar helps restaurants plan messages around specific occasions, like upcoming events, special offers, or quieter days. It also makes it easier to keep track of what's going out and avoid sending texts just to fill a gap in the schedule.

The timing should follow the restaurant. A lunch venue and a late-night bar shouldn’t use the same sending calendar because customer behavior is different.

How to build an SMS list for a restaurant

Building a restaurant SMS list starts with giving customers a clear reason to sign up and making it easy for them to do so. Here's a quick checklist to follow:

• Add an SMS signup form to your website. Keep it short and explain what customers can expect to receive.
• Place QR codes on menus or receipts. Give dine-in customers an easy way to subscribe while they're at the restaurant.
• Include a separate SMS opt-in during online ordering. Customers can choose to receive marketing texts when placing an order.
• Use your loyalty program to encourage signups. Customers already joining for rewards may be interested in receiving offers by text.
• Choose a signup incentive you can maintain. A large one-time discount might bring in subscribers who have little interest in returning.
• Get clear permission before sending promotional texts. Phone numbers collected for reservations or delivery updates don't automatically count as marketing consent.

Restaurant SMS marketing consent and compliance

SMS marketing rules differ by country, so restaurants should check the regulations applying to their customers before launching a program.

For UK businesses, Transpond’s SMS guidance covers UK GDPR and PECR requirements. Marketing senders need explicit consent, clear sender identification and an accessible opt-out mechanism. Transpond also applies UK SMS quiet hours, preventing promotional sends outside the supported 9 a.m.–8 p.m. window.

Keep evidence of consent and tell subscribers what they’re signing up for. Frequency expectations can also be communicated at signup, especially if the restaurant plans to text regularly. How you collect phone numbers plays a big role in keeping your SMS campaigns compliant.

Restaurant SMS vs email marketing

Restaurants don’t need to choose one channel for everything. Email gives you room for a new menu or event announcement that needs images and more detail. SMS works better when the message becomes more valuable because the customer sees it quickly.

A restaurant event could use email when tickets first go on sale, then SMS closer to the date if seats remain. A booking journey could send detailed information by email and follow with a short text reminder.

Our SMS vs email marketing guide goes deeper into how the channels can work together.

How to automate SMS marketing for your restaurant with Transpond

For UK restaurants using Transpond, SMS can be added directly to an Automation alongside email actions. The feature is currently available to UK customers on paid plans with an SMS bundle. Linking SMS messages to customer behavior helps restaurants reach people at the right time with offers that fit their needs.

Restaurant event reminder workflow

One workflow could begin when somebody joins a Group for a restaurant event. The customer receives the detailed confirmation by email. The Automation waits until the appropriate point, then sends an SMS reminder closer to the event. If the contact reaches the SMS step without a valid phone number, Transpond lets you choose whether they remain at the step or continue through the Automation.

Restaurant subscriber welcome workflow

A new marketing subscriber might first receive a welcome email containing more information about the restaurant. SMS can then appear later in the journey when there’s a short message worth sending. The restaurant doesn’t need to copy the welcome email into a text.

Transpond Automations support triggers and actions around contact activity, including sending SMS where appropriate. If you haven’t built a workflow like this before, our guide to building your first marketing Automation in Transpond covers the setup process.

Is text message marketing worth it for restaurants?

Yes, especially when you've got something worth texting about.

A last-minute table opening, a new menu item, a loyalty reward, or a reminder about an upcoming booking. These are all moments when a quick text makes sense.

And as our examples have shown, SMS can work alongside your other marketing to keep customers coming back. You don't need to text people constantly, either. Start with customers who've agreed to hear from you, give them a good reason to open your messages, and build from there.

If you're running a restaurant in the UK, Transpond lets you use SMS alongside email in your Automations, so you can reach customers through whichever channel makes the most sense.

Need a few ideas to get started? Check out our 12 SMS marketing examples and campaign ideas.