SMS Marketing for Restaurants: Strategies To Drive Awareness and Sales

82% of consumers check their text notifications within just five minutes of receiving a message—few marketing channels can compete with that kind of immediacy.

That’s exactly why I can’t rave enough about SMS marketing.

For those who aren’t aware, SMS is one of the best digital marketing techniques. You can send targeted promotions, updates and loyalty rewards directly to your customers' phones, fostering stronger engagement and boosting sales. 

However, SMS marketing walks a tightrope; it's direct and effective, but it can feel intrusive. However, you can win over customers by focusing on permission, value-added messages and limited communication.

Keep reading if you want to learn how to leverage SMS marketing to drive your sales and boost your restaurant marketing efforts. I’ll break down what SMS marketing is, how you can benefit from it, as well as different types of campaigns and examples you can follow.

What is SMS marketing?

SMS marketing is when a business sends targeted text messages to customers to drive specific actions—like making a purchase, redeeming a promo, showing up to an appointment, or staying engaged with the brand.

 Instead of sending emails that might sit unopened, you’re sending short, direct messages straight to someone’s phone. These can include promos, order updates, appointment reminders, or quick announcements.

So if a restaurant texts you “Hey - 20% off lunch today, show this message,” that’s SMS marketing.

The whole point is speed and visibility. I’ve observed that people almost always read texts (way more than emails), so it’s one of the fastest ways to get someone’s attention, without a lot of fluff.

Why SMS marketing works for restaurants

SMS marketing lets you send restaurant promotions, updates and reminders directly to customers’ phones. With open rates around 98%, SMS is one of the fastest ways to drive immediate orders.

In practical terms, that means:

• More customers engaging with your brand
• Turning first-time visitors into regulars
• Instantly sharing updates like new menu items, specials, or limited-time deals

I love how Sushi Me Rollin’ used Owner.com’s text marketing to stay top of mind with customers, helping generate over $1,500 in additional monthly sales.

Compared to other channels, SMS also works better for time-sensitive promotions. Email gives you more space for content, but texts are opened almost immediately. Social media helps build long-term brand awareness, but SMS gives you a direct line to customers when you want them to take action now.

How to build your SMS marketing strategy

Alright, we've seen how restaurant text message marketing can turn your phone into a sales and engagement powerhouse. Next, I’ll show you an easy roadmap to follow to craft those enticing text messages that get results and boost those sales:

1. Select a platform and collect numbers

First, choose your platform. There are tons of SMS marketing tools SimpleTexting or SlickText, to help you with this. Or, you could consider an all-in-one platform, like Owner.com. Our automated marketing tool combines SMS marketing with other features in one place, so you don’t have to worry about setting up as many different channels. 

Then, start collecting numbers to build your text club. People love a good deal! Offer discounts or freebies to join your SMS list. Make it easy to sign up at checkout, online or on social media. 

2. Pick your campaign

Now that you have your platform sorted and a list of customers you can text, you’ll want to pick your campaign. It can be hard to know exactly what will work for manual campaigns, but I would recommend leaning into what you already know about your restaurant. For example:

• If you’re near a sports venue, send game-day deals right before or during events.
• Re-engage past customers with win-back texts like “We miss you” or “It’s been a while.”
• Fill slow periods by promoting weekday specials or limited-time discounts.
• Send automated review requests after orders to generate more ratings (Talkin’ Taco has collected 100+ five-star reviews this way).

Here are some of the SMS campaign types I’ve found work really well for restaurants:

• Promotional campaigns: Text limited-time deals, discounts, or specials to drive immediate orders.
• Engagement campaigns: Send updates, polls or loyalty perks to keep customers interacting with your brand.
• Win-back campaigns: Reach out to customers who haven’t ordered in a while to encourage them to return.
• Event or time-based campaigns: Promote game-day offers, holiday specials or events happening at your restaurant.
• Review request campaigns: Automatically text customers after an order to ask them to leave a review.

3. Craft your SMS message(s)

You've got an audience of subscribers ready to hear from you. But what kind of messages should you send? Here are some key ingredients to craft an irresistible SMS that generates results:

• Keep it short and sweet: Be concise, clear and focus on the key message you want to convey.‍
• Offer value: People are more likely to respond to texts that offer them something of value. This could be a discount, a free item, early access to a new menu item or exclusive loyalty rewards.‍
• Create a sense of urgency: Limited-time offers or flash sales can encourage immediate action from your customers. Use phrases like "Today Only!" or "While Supplies Last!" to create a sense of urgency.‍‍
• Use clear calls to action: Tell your customers exactly what you want them to do next. Do you want them to visit your website, place an online order or redeem a coupon? Make it clear and easy for them to take action.

4. Send your message and measure results

With your crafted message and engaged subscriber list, you're ready to hit send. Most marketing platforms offer features to:

• Plan your texts ahead of time: Decide what deals you want to send and when to send them for the best results.
• Target the right people: Send texts about burgers to burger lovers and veggie options to veggie fans. This can also help you send messages that target new versus returning customers. ‍
• See how you're doing: Measure your results. Track how many people see your texts, click on links and become customers. This helps you know what's working and what you can improve. With Owner.com, you can even see your revenue that’s attributed to your campaign.

SMS marketing strategies that boost engagement

New menu must-tries: text to taste

Best for: Restaurants launching new dishes or seasonal specials.

Test these examples:

• "Craving something new? Try our mouthwatering Korean BBQ tacos this week! Text 'TACO TUESDAY' to order." 
• "New summer salads are here! Get 15% off your first order. Text 'SALAD LOVE' to redeem." 

Why it works: These messages add personality, highlight limited-time offers and get customers to try a new item in exchange for an incentive. 

We miss you: come back and try your favorite

Best for: Restaurants wanting to retain and build customer loyalty

Try these examples:

• Hey there! We miss your smiling face at [RESTAURANT NAME]. Craving some of your favorites? Get 20% off your next order with code WELCOMEBACK!
• Hey [Customer Name], remember that delicious [Dish they ordered]? We miss serving you! Get 15% off your next order to reminisce. Use code FLASHBACK15 at checkout.

Why it works: In-back messages can remind customers of their past enjoyable experiences at your restaurant, prompting them to crave those same positive feelings again.

Here’s a quick success story: Phillip Hang of Sushi Me Rollin’ used Owner.com's “win-back” template to nudge customers who hadn’t returned in 45 days, reminding them of past orders and offering a special discount. The result? Over $1,500 in extra monthly sales.

Order update: your food is coming in hot

Best for: Restaurants with online ordering or delivery services.

Try these examples:

• "Your order is confirmed! We'll be baking your pizza to perfection. Track it here: [link to order tracking]" 
• "Your food is on its way! Estimated arrival time: 7:15 p.m. Enjoy!” 

Why it works: These order-tracking texts help provide peace of mind and keep customers informed and excited about their food delivery. It can also reduce calls and customer service requests for customers as well.

Flash sale—get half-price appetizers now!

Best for: Restaurants that want to increase traffic during slow periods or promote special offers. 

‍Try these examples:

• "Happy Hour just got happier! 50% off all appetizers today from 4-6 PM. Text 'HAPPYHOUR' to redeem." 
• "Beat the Monday blues with our $10 pasta deal! Text 'MONDAY MAC' to order." 
  

Why it works: These texts help create a sense of urgency by highlighting a limited-time deal. It also targets a specific day of the week and offers a budget-friendly option.

Happy birthday! A free dessert awaits

Best for: Restaurants that want to strengthen customer relationships and loyalty.

Try these examples:

• "Happy Birthday, [Customer Name]! Enjoy a free slice of pie on your special day. Text 'BIRTHDAYTREAT' to claim." 
• "It's your birthday, [Customer Name]! Earn double loyalty points on your next order. Text 'BDAYBONUS' to learn more."

Why it works: These help show you care about your customers and incentivize a visit. They also reward loyal customers and promote a loyalty program. 

SMS marketing best practices

Getting your restaurant text marketing right can mean the difference between a customer feeling excited and annoyed. Here’s how to nail it:  

• Follow SMS marketing regulations: Make sure you know the rules of the road for reaching people, such as the Telephone Consumer Protection Act (TCPA). Every message you send should have an easy way for people to say "thanks, but no thanks" if they don't want to hear from you anymore.
• Listen to your customers: Be sure to leverage customer feedback. This can help you refine your strategy for future campaigns.  
• Personalize when possible: Segment your subscriber list to send targeted messages based on demographics, purchase history or preferences. A birthday message with a special offer or a "We miss you!" text to inactive customers can go a long way.
• Infuse personality: SMS marketing allows for a more conversational tone than traditional marketing channels. Don't be afraid to inject some humor or brand personality into your messages—but be sure to stay consistent with your branding.
• Test it out: Not sure which message will resonate most with your customers? Try A/B testing! Send slightly different versions to a small group to see which responds better. For example, test different headlines or discount offers, then use the winning version for your entire list.

By testing and learning, you can keep improving your SMS marketing results.

How to grow your SMS list

Building a strong SMS list is the foundation of a successful text marketing strategy. The bigger and more engaged your list, the greater the impact your messages will have, and it’s easier than you might think to get customers to opt in. Here's my cheat sheet for growing your SMS marketing list:

• Promote it on your website homepage: “Join our VIP text club for exclusive deals and updates, text ‘JOIN’ to [shortcode]!”
• Use a QR code at tables: Place one that customers can scan to instantly sign up for text alerts and special offers.
• Offer a first-order discount for signing up: “Sign up for texts and get 10% off your first order, straight to your phone!”
• Train staff to mention it at checkout: Have your team remind diners that texting is the fastest way to get deals and updates.
• Add SMS opt-in to online ordering and reservations: Include a simple checkbox that lets customers opt in when placing orders or booking a table.
• Set clear expectations upfront: Let customers know what they’ll get and how often you’ll text them (e.g., “Get 1–2 texts per week with exclusive deals, promos, and updates—no spam!”).

Use SMS marketing to increase awareness and drive sales

Ready to take your restaurant marketing plan to the next level? SMS marketing is a powerful tool that can put you in direct contact with your customers, driving sales and building loyalty.

By setting clear goals, choosing the right platform, building a permission-based subscriber list and crafting unique messages, you're well on your way to SMS success. Don't be afraid to experiment with different campaign types and personalization techniques to see what resonates most with your audience.

Consider letting Owner.com help you out—our automated marketing tool handles all your text marketing needs and more.  

Restaurant SMS marketing FAQ

How often should I text my guests?

For most restaurants, one to four texts per month hits the sweet spot. You want to stay on your customers’ radar without overwhelming them. Every message should have a clear purpose—whether it’s a deal, an update or a reminder—so subscribers feel like they’re getting real value.

What is the best time to send marketing texts?

Timing is everything with SMS. Aim for key mealtime windows: 11 a.m.–1 p.m. for lunch, 4 p.m.–6 p.m. for dinner. You can also target special occasions like game nights, holidays or rainy days when people are deciding where to eat. The more relevant and timely your message, the higher the engagement.

Is SMS marketing legal?

Absolutely, but you must follow the rules. Always get explicit consent from customers before sending texts and include an easy opt-out option in every message. Avoid purchased lists and comply with TCPA regulations (or local equivalents) to stay on the right side of the law. This keeps your brand trustworthy and your campaigns sustainable.

Can I automate my restaurant's SMS marketing?

Yes—SMS marketing can (and should) be automated.

You can set up automated messages based on customer actions, such as welcome texts, reservation reminders, birthday offers, and post-visit follow-ups. This helps you stay consistent, drive repeat visits, and reach customers at the right time—without manual effort.

Just make sure your messages are permission-based, relevant, and not too frequent to avoid opt-outs.

How do I measure the success of my SMS campaigns?

To measure the success of your SMS marketing campaigns, focus on a few key metrics—this isn’t something you need to overcomplicate.

• Click-through rate (CTR): Are people actually engaging with your links?
• Conversion rate: Did those clicks turn into orders, reservations, or redemptions?
• Revenue per message: How much money each campaign is generating
• Opt-out rate: If this spikes, you’re likely texting too often or not adding value
• Redemption rate: For promos or offers, how many people actually used them

The goal is to see what's driving real actions and revenue. Track what messages lead to orders or visits, then double down on those and cut what’s not working.