In the competitive restaurant industry, attracting customers and building loyalty are critical, but reaching the right audience at the right time in a way that resonates can be a challenge. Many restaurants are turning to SMS to bridge the gap. But how do you actually start? Our SMS experts have compiled a quick start guide below with the best tips and tactics to get up and running fast, build a loyal list, and engage with your customers in a way that drives results.
Why SMS for Restaurants
Let’s start with why. In an industry with tight margins, high competition, and fickle diners, why would a restaurant embark on the path of SMS marketing? The short answer is – because it works!
SMS marketing boasts a few key strengths that shine in the restaurant space:
- Cost-effectiveness. As mentioned above, SMS marketing gives you the ability to target only the people who want to hear from you. You can reach them within minutes, and send targeted campaigns that drive action – for less than the cost of a single print ad.
- Exceptionally high open rates. Open rates exceed 97% on text messages, almost 2X that of traditional email marketing. And texts aren’t just opened, they are read – mostly within 3 minutes of receipt
- Direct communication. Since SMS marketing is a permission-based messaging channel, your diners must opt-in to receive your messages – meaning they expect and want to hear from you. Not only does this foster a sense of trust and receptiveness, it also ensures you are communicating with the right people and not wasting your time and marketing dollars on ‘spray and pray’ campaigns
SMS Marketing Strategy for Restaurants: the Playbook
So how do you get started? We’ve compiled the best tips and tricks to get up and running fast, and are always here to support you if you need help along the way.
Build Your List
- Check your existing lists. Do you have an email list already? Or a social media following? An easy way to jump-start an SMS program is to invite your existing followers to join your SMS list.
- Utilize In-store signups. Using Mobiniti’s Web Opt-In pages, you can display a branded signup form on a tablet at any high-traffic point in your restaurant. A well designed opt-in form that incentivizes sign ups with benefits or birthday rewards is a game changer for any waitlist
- Incorporate QR Codes. These codes make it simple to join your SMS list, and they’re are free with your Mobiniti account. Simply add a QR code to your website, menu, or table tops to start driving signups.
- Collect opt-ins on your existing forms. With Mobiniti’s embedded forms, you can add an automatic SMS opt-in box to any existing form, webpage, or checkout. Meaning you can collect subscribers right where you already operate.
Reward Your Subscribers
SMS is a more personal marketing channel than email, social, or print. And while that makes it all the more effective, it also means you can’t just shoehorn your existing print and social media campaigns into an SMS format and expect great results. The most effective campaigns are personalized and engaging, and reward your subscribers for giving you such a direct way to reach them. Here are a few of the most effective ways to engage your subscribers:
- Provide Coupons. Offer an SMS-only discount, offer, or special upon joining your list. Not only will this drive sign-ups, you can also check redemption rates and re-target subscribers who haven’t used their coupon in 60 or 90 days.
- Start an Insider’s Club. Have a new event or menu item? Let your SMS list know first!
- Set up Personalized Rewards. Birthday rewards are one of the most effective ways to drive traffic, and Mobiniti makes it easy to collect, store and act on this information – automatically.
- Run a Contest. A text-to-win contest is a great way to drive engagement and gamify your strategy. Drive traffic with offers for both winners and losers, right from the Mobiniti platform.
- Solicit Feedback Texting is a two-way street. Consider following up with your diners, asking for their feedback, or connecting with them personally.
Long Term Nurture
Now that you are up and running with SMS, how do you keep your subscribers engaged? Here are some tips to maintain a healthy SMS list going forward.
- Segment your lists. Does everyone on your list want the same information? Should you separate by location, demographic, or sign-up unit? By segmenting your audience based on location, order history, or dining preferences, you can craft targeted messages that resonate with each customer group. Mobiniti makes this easy to accomplish with our advanced segmentation tools.
- Establish a cadence. how frequently will you communicate with your subscribers, and what type of info will you send them? If subscribers know they will receive the weekend line-up every Thursday at 4, they are more likely to remain engaged with your marketing, and remember where to find the most up-to-date info.
- Don’t leave them on read. Let your subscribers know they can reach you. If someone replies to your messages, make sure you respond. You can use the Mobiniti inbox for conversational messaging with your subscribers.
Crafting engaging text messages can be an art form, but in terms of ROI, it is one of the most rewarding channels available. Using these tactics, you will have a strong and loyal SMS list that pays dividends in reservations and revenue.
Ready to get started?
Mobiniti can help launch your SMS program with the most powerful platforms in the industry! We couple that with a 5-star rated customer success team, who is available to help you every step of the way. Reach out today to Request a Demo with one of our SMS experts.
