SMS Marketing Dos & Don’ts for Restaurants: How to Text Your Way to Higher Engagement

In an era dominated by WhatsApp, Facebook Messenger, and Telegram, you might wonder — is SMS still relevant?

Absolutely. With a 98% open rate within 15 minutes and nearly 45% of SMS campaigns delivering a solid ROI, text messaging is one of the most powerful and underutilized marketing tools in a restaurant’s toolkit.

So how do you use it effectively? In this guide, we’ll break down the SMS marketing dos and don’ts for restaurants so you can boost customer engagement without annoying your audience.

SMS Marketing Dos for Restaurants

1. Follow the Rules and Get Consent

Before you hit send, make sure you’re compliant with FCC, CTIA, and Mobile Marketing Association guidelines. You must get explicit consent from customers before sending promotional texts.

📌 Pro Tip: Add opt-in checkboxes during online orders or reservation forms.

2. Always Include a Clear CTA

Every SMS should guide the customer toward an action — whether it’s clicking a link, claiming a deal, or downloading your app. A clear call-to-action increases conversions and avoids confusion.

Example:
“🎉 20% off your next order! Show this text at [Restaurant Name] today. Expires 8 PM. 🍕📍”

3. Provide Real Value

Don’t just send messages for the sake of it. Make sure every SMS delivers immediate value — think: discount codes, exclusive menu items, giveaways, or loyalty rewards.

- Skip generic updates.
- Send perks they’ll love.

4. Build Your Contact List Ethically

Never buy numbers. Grow your SMS subscriber base organically by:

• Asking during checkout (POS opt-in)
• Offering a small incentive (e.g., 10% off for SMS signup)
• Using QR codes on menus or signage

5. Keep It Short and Sweet

Stick to the 160-character rule. SMS is not the place for storytelling — it’s about quick, impactful communication.

Use shortened URLs, and limit text to the essentials:

• What: The offer or info
• When: Date or time
• Where: Location or link

6. Personalize When Possible

Personalization boosts engagement. Use customer names, mention birthdays, or refer to local weather/sports events to make the message feel more relevant.

Example:
“Hey Sarah! It’s your birthday week 🎂— enjoy a free dessert at [Restaurant Name] with any order!”

❌ SMS Marketing Don'ts for Restaurants

1. Don’t Send Messages at Odd Hours

Avoid texting early in the morning or late at night. Stick to business hours and test send times to identify peak engagement periods.

⏰ Best times: Lunch (11 AM–1 PM) or early evening (5 PM–7 PM)

2. Don’t Forget to Identify Your Restaurant

Always sign off with your restaurant name or branded short code. Customers should instantly know who the message is from.

🚫 Bad: “You’ve unlocked a deal!”
✅ Good: “You’ve unlocked a deal from [Your Restaurant Name]!”

3. Don’t Get Too Casual or Sloppy

While it’s okay to sound friendly, avoid slang, excessive emojis, or unclear abbreviations. Maintain professionalism while staying approachable.

4. Don’t Text Without Opt-In

Respect customer preferences. If someone opted in only for order updates, don’t send them promotional offers. Always honor opt-in categories.

5. Don’t Buy Phone Numbers

This may seem like a shortcut, but it’ll only hurt your brand. Unsolicited texts lead to complaints, spam reports, and legal risks.

🔒 Stick to first-party data, and build trust from the start.

6. Don’t Send Long-Winded Messages

Avoid cramming multiple ideas or promos into one message. One offer, one CTA. That’s it.

📉 Long messages = skimmed or ignored.
📈 Short, valuable texts = engagement and ROI.

Why SMS Marketing Still Wins for Restaurants

SMS marketing has 7.5x higher response rates than email, doesn’t get buried in inboxes, and lands directly where your customers are already spending time — their phones.

By following these SMS marketing dos and don'ts for restaurants, you can engage customers effectively, boost loyalty, and drive more foot traffic and online orders.

Ready to Launch Your SMS Campaign?

Let us help you craft compelling, conversion-driven SMS messages tailored for your restaurant. Talk to our restaurant marketing team today and start turning texts into tickets!