Getting a customer to visit or order from your restaurant once is valuable. Getting that customer to come back can be even more important for long-term growth.

That is why restaurant email and SMS marketing can be useful tools for staying connected with customers after their first visit or order.

Instead of relying entirely on social media or paid advertising to reach customers again, restaurants can use email and text messaging to communicate directly with customers who have opted in to receive messages.

From promoting new menu items and special offers to sharing seasonal updates and encouraging repeat orders, email and SMS can become part of a restaurant's customer-retention strategy.

What Is Restaurant Email & SMS Marketing?

Restaurant email and SMS marketing involves sending relevant messages to customers through email or text messaging.

Restaurants may use these channels to communicate about:

• New menu items
• Restaurant specials
• Limited-time offers
• Seasonal dishes
• Events
• Catering
• Promotions
• Loyalty campaigns
• Customer updates

The goal is not simply to send more messages.

Effective restaurant communication should provide useful or relevant information while respecting customer preferences and applicable messaging requirements.

Why Repeat Customers Matter

Restaurants continually need to attract new customers, but existing customers already know the business.

A customer who has previously ordered may already be familiar with:

• The food
• The service
• The restaurant
• The ordering process
• The overall experience

Maintaining communication with these customers can provide another opportunity for them to return.

Email and SMS can help restaurants stay visible between visits.

Email vs. SMS Marketing for Restaurants

Email and SMS can both support restaurant marketing, but they work differently.

Restaurants can use one or both depending on their audience and communication strategy.

Restaurant Email Marketing Ideas

Restaurants don't need to send complicated newsletters every week.

Simple, useful campaigns can be enough.

New Menu Announcements

Introduce customers to new dishes or menu updates.

For example, a restaurant could announce a new seasonal menu and direct customers to the online menu.

Seasonal Promotions

Restaurants can communicate seasonal offerings around holidays or special occasions.

Chef Specials

A short email highlighting a chef's special can give customers a reason to revisit the restaurant.

Catering Promotions

Restaurants offering catering can use email to reach customers who may be planning:

• Office events
• Family gatherings
• Parties
• Weddings
• Corporate events

Restaurant Events

Email can be useful for announcing upcoming events, special dining nights, or other restaurant activities.

Restaurant SMS Marketing Ideas

SMS messages should generally be short and focused.

Restaurants can use text messaging for:

• Limited-time offers
• New menu announcements
• Special promotions
• Event reminders
• Customer updates
• Pickup-related communication where appropriate

A simple message with a clear purpose is often easier for customers to understand than a long promotional text.

How Email and SMS Can Encourage Repeat Orders

The basic customer journey can look like this:

Customer orders → Customer opts into communication → Restaurant sends relevant updates → Customer discovers an offer or new item → Customer returns to order

This does not guarantee another order, but it creates an additional communication channel between the restaurant and its customers.

The restaurant can use customer information and previous interactions to make its communication more relevant.

Build a Customer List the Right Way

Email and SMS marketing depend on having customers who have agreed to receive communications.

Restaurants can encourage customers to opt in through appropriate channels such as:

• Website
• Online ordering
• Signup forms
• In-store promotions
• QR codes
• Reservation processes where appropriate

Restaurants should clearly communicate what customers are signing up for and follow applicable email and text-message marketing requirements.

Buying random customer lists is not a substitute for building a legitimate customer database.

Segment Your Restaurant Customers

Not every customer has the same interests.

Depending on the information available and the customer's permissions, restaurants may organize audiences based on factors such as:

• Previous orders
• Customer preferences
• Order frequency
• Location
• Catering interest
• New vs. returning customers

Segmentation can make campaigns more relevant.

For example, a restaurant could create a catering-focused campaign for customers who have previously shown interest in catering rather than sending the same message to everyone.

Personalization in Restaurant Marketing

Customers are more likely to find relevant communication useful.

Restaurants can personalize messages where appropriate by using information such as:

• Customer name
• Favorite menu categories
• Previous ordering behavior
• Location
• Special offers

Personalization should be accurate and used responsibly.

The objective is to make communication more relevant—not intrusive.

Use Coupons to Encourage Repeat Orders

Coupons can be connected with email and SMS campaigns.

For example, restaurants might send an appropriate promotion to opted-in customers and provide a coupon code or offer.

Possible campaigns include:

• Returning customer offers
• Seasonal discounts
• Limited-time promotions
• Customer appreciation offers
• New menu promotions

Restaurants should calculate the cost of each promotion before launching it.

A discount that generates additional orders is useful only when the economics make sense for the business.

Promote Direct Online Ordering

Email and SMS marketing can also direct customers toward the restaurant's own online ordering channel.

For example:

Email/SMS → Restaurant Website → Digital Menu → Online Order

This creates a direct path from customer communication to ordering.

Restaurants can use their marketing channels to make customers aware of their website, digital menu, ordering options, and promotions.

👉 Related: [Online Ordering System for Restaurants: Complete Setup Guide (2026)] explains the broader process of setting up online ordering for restaurants.

Email & SMS Marketing for Local Restaurants

Local restaurants can make their campaigns more location-specific.

For example, a restaurant could communicate about:

• Local events
• Neighborhood promotions
• Location-specific specials
• New location announcements
• Local catering opportunities

For restaurants with multiple locations, campaigns can also be structured around individual locations where the technology supports it.

How Often Should Restaurants Send Messages?

There is no universal number that works for every restaurant.

The right frequency depends on:

• Customer expectations
• Campaign type
• Audience
• Restaurant activity
• Promotional calendar

Sending too many messages can cause customers to ignore future communications or unsubscribe.

Instead of focusing on sending more messages, restaurants should focus on sending useful messages at appropriate times.

Common Restaurant Email & SMS Marketing Mistakes

Sending Messages Without Permission

Restaurants should build their marketing lists through appropriate consent and follow applicable requirements.

Sending Too Many Promotions

If every message is a discount, customers may stop paying attention.

Ignoring Customer Preferences

Give customers appropriate options to manage their communication preferences.

Using Generic Messages

Relevant campaigns can be more useful than sending the exact same message to everyone.

Forgetting the Call to Action

A marketing message should make the next step clear.

For example:

View the Menu
Order Online
Book a Table
Explore Catering

Not Tracking Results

Restaurants should monitor campaign performance to understand which types of communication generate engagement and orders.

Metrics Restaurants Can Track

Email and SMS campaigns can be measured using several metrics.

Open Rate

For email campaigns, this can provide insight into engagement, although open-rate measurements have limitations.

Click Rate

Shows how often recipients interact with links within a campaign.

Conversion

Restaurants can track whether campaigns lead to actions such as online orders or reservations when their technology supports appropriate tracking.

Unsubscribe Rate

A rising unsubscribe rate may indicate that messaging frequency or content needs to be reviewed.

Repeat Order Activity

Restaurants can also evaluate whether customer ordering behavior changes after campaigns.

The exact metrics available depend on the marketing and ordering platform being used.

How Restaurant Software Can Connect Email & SMS With Ordering

Using separate tools for customer information, ordering, coupons, and marketing can make restaurant operations more complicated.

A connected restaurant platform can bring these functions together.

For example:

Customer Management → Marketing Campaign → Coupon → Online Ordering → Customer Order

This creates a more connected workflow.

Restaurants can manage their customer relationships while also providing customers with a direct path to their menu and ordering system.

Why myRestro Can Help With Restaurant Email & SMS Marketing

myRestro combines restaurant management, online ordering, customer management, and marketing tools in one platform.

Restaurants can use myRestro for:

✔ Email & SMS Marketing
✔ Customer Management
✔ Online Ordering
✔ Branded Restaurant Website
✔ Digital Menu Management
✔ QR Code Menu
✔ Coupon Management
✔ Delivery & Pickup Management
✔ Table Reservations
✔ Catering Management

This allows restaurants to connect customer communication with other parts of their restaurant operation.

For example, a restaurant can promote a menu special through its marketing channels and direct customers toward its digital menu or online ordering system.

Benefits of a Connected Restaurant Marketing System

A connected marketing and restaurant platform can help businesses:

Maintain customer relationships
Stay connected with customers who have opted into communications.

Promote new menu items
Introduce customers to new dishes and seasonal offerings.

Encourage repeat orders
Create campaigns designed to bring previous customers back.

Promote direct ordering
Send customers toward the restaurant's own online ordering channel.

Manage promotions
Connect coupons and offers with customer communication.

Centralize restaurant operations
Manage marketing alongside ordering, menus, customers, and other restaurant functions.

Creating a Simple Restaurant Email & SMS Strategy

Restaurant owners can start with a basic campaign structure.

Campaign 1: Welcome

Introduce new subscribers to the restaurant and its ordering options.

Campaign 2: Menu Highlight

Showcase a popular or new dish.

Campaign 3: Special Offer

Provide an appropriate limited-time promotion.

Campaign 4: Seasonal Update

Share a seasonal menu, event, or restaurant announcement.

Campaign 5: Customer Re-Engagement

Reach out to customers who have not ordered recently, provided the campaign complies with applicable requirements and customer preferences.

The exact strategy should be adjusted based on the restaurant's audience and results.

Final Thoughts

Restaurant email and SMS marketing can provide direct communication channels for restaurants that want to maintain relationships with their customers.

The most effective strategy is not necessarily about sending the most messages.

Restaurants should focus on relevant content, appropriate frequency, customer consent, clear calls to action, and measurable results.

When email and SMS marketing are connected with customer management, digital menus, promotions, and online ordering, restaurants can create a more organized approach to customer engagement.

For restaurants looking to increase repeat orders, these channels can become one part of a broader digital marketing and customer-retention strategy.

Frequently Asked Questions

What is restaurant email marketing?

Restaurant email marketing involves sending promotional, informational, or customer-related emails to people who have appropriately subscribed to receive communications from the restaurant.

What can restaurants send through SMS marketing?

Restaurants can use SMS for appropriate promotions, new menu announcements, event information, customer updates, and other relevant messages, subject to applicable consent and messaging requirements.

Can email marketing increase restaurant orders?

Email marketing can create opportunities to encourage repeat visits or orders, although results vary depending on the audience, offer, timing, and campaign execution.

How often should restaurants send SMS messages?

There is no single frequency for every restaurant. Restaurants should consider customer expectations, campaign relevance, consent requirements, and unsubscribe behavior when determining frequency.

Can restaurant software manage email and SMS marketing?

Some restaurant management platforms include email and SMS marketing tools alongside customer management and online ordering.

Does myRestro offer email and SMS marketing?

Yes. myRestro includes email and SMS marketing alongside customer management, online ordering, digital menus, coupon management, restaurant websites, reservations, catering, and delivery and pickup tools.

Connect Restaurant Marketing With Online Ordering

myRestro helps restaurants bring customer engagement and restaurant operations together through one platform.

Features include:

✔ Commission-Free Online Ordering
✔ Branded Restaurant Website
✔ Online Menu Management
✔ QR Code Menu
✔ Customer Management
✔ Email & SMS Marketing
✔ Coupon Management
✔ Table Reservation Management
✔ Catering Management
✔ Delivery & Pickup Management
✔ 90-Day Free Trial
✔ No Setup Fees

Stay connected with your customers and give them a direct path back to your restaurant.

👉 Explore myRestro today.

📞 +1 (562) 366-0646
📧 [email protected]
🌐 myrestro.io