Think SMS marketing is outdated in 2025? Think again! Many restaurant owners assume customers ignore texts, but the reality is quite the opposite.
People rely on their phones for everything—appointment reminders? Text. OTPs? Text. Reservation confirmations? Text. In fact, over 90% of consumers text daily and check their messages more than 10 times a day. With an astonishing 98% open rate and 90% of texts read within three minutes, SMS remains one of the most direct and effective ways to reach customers. If you’re not leveraging it, you’re missing out on a powerful tool to drive engagement and sales!
Picture this: A regular guest hasn’t visited your restaurant in weeks. Then, they get a quick text—“Hey Ashley, we miss you! Enjoy 20% off your next meal—this weekend only!” Suddenly, they’re booking a table. That’s not theory—it’s real, proven engagement. The question isn’t if SMS marketing works, but how you can use it effectively to boost sales and keep customers coming back. Are you ready? Let’s dive in!
Why SMS Marketing Is Still Relevant for Restaurants
Imagine reaching your customers instantly—no algorithms, no clutter, no guesswork? That’s the power of SMS marketing! While emails get buried and social media posts fight for attention, texts land directly in your customer’s hands.
Here’s why SMS marketing benefits restaurants today:
Cost-Effective and Easy to Implement
Not every marketing strategy requires a hefty budget or a design team. SMS marketing is affordable, simple to execute, and delivers powerful results.
- Budget-Friendly: No printing costs, no ad fees—just direct, impactful messaging.
- Instant Impact: Your text lands in customers’ hands within seconds, making it perfect for flash deals or last-minute promotions.
- Wide Reach with Minimal Effort: No need for an internet connection—SMS works anywhere, reaching more of your audience effortlessly.
- Mobile-Friendly for Easy Coupon Use: Customers always have their phones on them, making digital coupons and promo codes more convenient and redeemable.
Build Direct and Personal Connections
The beauty of SMS? It feels personal—because it is! Texting isn’t just another marketing channel; it’s how people stay in touch with family and friends. 80% of consumers say texting is the most important activity they do on their phones throughout the day. When done right, SMS marketing creates a direct, familiar connection between your restaurant and your customers.
- Personalized Messages: A “Happy Birthday, Amy! Enjoy a free dessert today!” text makes customers feel special—and keeps them coming back.
- Exclusive VIP Deals: Reward your most loyal customers with text-only specials to make them feel like insiders.
High Engagement That Drives Sales
The goal isn’t just to send messages—it’s to get customers in the door or clicking that “Order Now” button. SMS makes this happen!
- Drives Foot Traffic and Online Orders: A simple “Tonight only! 2-for-1 pizza—click here to order online” text can instantly boost sales.
- Boosts Revenue with Time-Sensitive Deals: SMS creates urgency, leading to impulse visits and purchases.
- Higher Engagement Than Email or Social Media: With a 98% open rate and an average click-through rate of 20-35%, SMS outperforms most digital marketing channels.
Measurable Results for Smarter Marketing
One of the biggest advantages of SMS marketing? You can track every message sent.
- Know What Works: See open rates, click-through rates, and conversion data to fine-tune your campaigns.
- A/B Test Messages: Experiment with different offers or wording to see what gets the best response.
How SimpleLoyalty’s SMS Marketing Impacts Restaurants
Still skeptical? Let’s look at real case studies from SimpleLoyalty!
Case Study #1: Winning Back Lost Customers with SMS
Two Kuala Lumpur restaurants—an Italian and a Izakaya restaurant—tested SMS marketing to re-engage customers who hadn’t visited in over 30 days. After receiving a message, 5.06% of Italian restaurant customers and 6.96% of Japanese restaurant customers returned within a month, proving its effectiveness.
SMS recipients also dined more frequently. At the Italian restaurant, they visited 1.17 times on average within 30 days, compared to 1.05 visits for non-recipients—resulting in nearly three times more total visits. The Japanese restaurant saw even stronger results, with SMS recipients averaging 1.29 visits in 30 days versus 1.12 for non-recipients, leading to nearly triple the total visits. With just RM100 spent on SMS, the Italian restaurant generated RM3,817.61 in sales, while the Japanese restaurant earned RM10,062.87. A simple text led to nearly three times more visits and thousands in additional revenue—an easy win for any restaurant!
Case Study #2: Higher Sales with SMS Offers
A chain of Thai restaurants leveraged SMS marketing to drive sales, contributing between 10-20% of total revenue each month. By sending targeted SMS offers, the restaurant saw consistent growth in SMS-driven sales, starting at RM109,033 in January and reaching RM201,160 in December 2024.
September saw the highest impact, with SMS sales making up 20% of total revenue. Even in months with lower percentages, SMS consistently brought in over RM95,000 in additional revenue. This proves that a well-planned SMS strategy can deliver steady, measurable sales growth for restaurants!
Case Study #3: Boosting Customer Spend with SMS Marketing
A restaurant leveraged SMS marketing to promote a minimum spend campaign offering up to three bottles of sake for customers spending over RM448 in a month. The campaign led to a significant increase in customer visits and spending, with the average spend per visit rising from RM201 to RM340. Over 900 customers qualified, and 167 redeemed their rewards, generating an additional RM235,519 in sales and a gross profit of RM124,722.
The SMS-driven rewards structure was highly effective, with the first bottle being the most redeemed, motivating quick action. Customers not only returned to claim their rewards but continued to spend more even after the campaign, increasing their lifetime spend by over 5 times. In short, SMS marketing is effective in driving repeat business and increasing revenue!
Step-by-Step Guide to Successful SMS Marketing for Restaurant Owners
Now that you’ve seen the impact of SMS marketing, it’s time to launch your first campaign! Follow these simple steps to get started:
Step 1: Set Clear Goals
First, decide what you want to achieve with SMS marketing—boost reservations, increase takeaway orders, promote special deals, or re-engage past customers.
Step 2: Choose the Right SMS Marketing Platform
Sign up for an SMS marketing platform or choose an integrated loyalty program like SimpleLoyalty with built-in marketing tools to send, schedule, and automate SMS messages easily.
Step 3: Get Consent From Customers
Upload your existing list of contacts (if they’ve opted in) and ensure new customers can subscribe by providing clear consent options. Use QR codes, website sign-ups, or opt-in checkboxes at checkout.
Step 4: Segment Your Customers
Organize your customers into groups based on visit frequency, order history, or preferences. Send personalized messages—VIP customers get loyalty rewards, while new customers receive a welcome discount!
Step 5: Create Effective SMS Content
Craft short, compelling messages with a clear CTA. Example:
“We miss you! Enjoy 20% off your next meal this month. Show SMS to redeem. Expires 31-3-2025.”
Step 6: Send and Automate Your Restaurant Texts
Use your SMS platform to send instant messages or schedule campaigns in advance for promotions, reminders, and updates.
Step 7: Track Your Results & Optimize
Always remember to track! Monitor open rates, click-through rates, and redemptions. A/B test different offers and message styles to see what drives the best engagement.
11 Best Practices for SMS Marketing
A well-crafted SMS campaign can turn occasional diners into loyal customers—if done right. Here’s how to keep your messages engaging, compliant, and effective:
1. Get Permission & Stay Compliant
Remember to get explicit consent before sending promotional messages, as no one likes spam! In Malaysia, the Personal Data Protection Act (PDPA) regulates how businesses collect and use personal data—so make sure your SMS campaigns follow the rules.
- Collect opt-ins via your website, reservation system, or in-store sign-ups.
- Be transparent—tell customers what they’re signing up for (exclusive deals, VIP offers, etc.).
2. Keep It Short, Clear & Local
Your customers are busy, so keep it brief. A text should be concise (under 160 characters) while still delivering value.
- Localized messaging works best. Depending on your audience, you can use English, Bahasa Malaysia, or even Manglish to make it feel more natural.
- Example: “Makan time! Enjoy 20% off your next order. Show SMS to redeem.”
3. Timing Is Everything
The right message at the right time increases response rates!
- Lunch specials? Send SMS around 10.30 AM – 12 PM.
- Dinner promotions? 4.30 PM – 6 PM works best.
- Avoid sending texts too early or too late—nobody wants a promo at 6 AM!
Also, be mindful of Malaysian holidays—Hari Raya, Deepavali, and Chinese New Year—when crafting offers or scheduling messages.
4. Use a Strong Call to Action (CTA)
A clear CTA tells customers exactly what to do next!
- “Show this SMS for a free dessert.”
- “Click here to book your table now.”
5. Personalize Your Messages
Customers appreciate a personal touch! If possible, send personalized messages using names, past orders, or special occasions to make offers feel more relevant.
- Re-engagement Messages: “Hey Sarah, it’s been a while! Enjoy 15% off your next sushi night.”
- Birthday Rewards: “Happy Birthday, Jake! Celebrate with a free dessert on us—just show this message when you dine in this week.”
6. Segment Your Audience for Maximum Impact
If possible, target different customer groups based on their habits:
- Loyal regulars vs. first-time visitors – Keep frequent diners engaged while encouraging newcomers to return.
- High spenders vs. budget-conscious customers – Offer exclusive perks for big spenders while enticing smaller purchasers with value deals.
- Recent visitors vs. inactive customers – Reward those who recently dined in and re-engage customers who haven’t visited in a while.
7. Leverage Automated Point Reminder SMS
A simple reminder about unused loyalty points can be all it takes to bring customers back. Many forget they have points to redeem, and a well-timed SMS can drive repeat visits and boost sales. The key? Automation!
Our 2024 case study found that a brand that automated point reminders saw a steady rise in redemptions, while another using manual reminders had inconsistent engagement. Meanwhile, two brands that sent no reminders saw minimal redemptions—proving just how powerful automated point reminders can be!
Boost Birthday Sales with Point Reminders
Birthday point reminders also encourage customers to celebrate with you—leading to larger group sizes and higher spending.
- Case in point: A Thai restaurant’s 2024 birthday SMS campaign brought back 6,830 customers and generated RM380,342 in additional sales!
8. Don’t Overdo It—Find the Sweet Spot
How often should you send SMS? Two messages per month are ideal—but test what works for your customers!
- Too many texts = Annoyed customers and unsubscribes.
- Just enough texts = Increased engagement and repeat visits.
9. Be Friendly & Conversational
A conversational tone makes messages feel more natural and inviting. Keep it casual and engaging!
- Instead of: “Enjoy a 10% discount on all menu items.”
- Try: “Hey foodies, get 10% off your next meal—because we miss you! Show SMS to redeem.”
10. Leverage Multi-Channel Communication
SMS works even better when combined with social media and email marketing.
- Promote your SMS sign-up on Facebook and Instagram.
- Follow up via email with exclusive VIP deals.
- Link to your online ordering system so customers can place orders directly.
11. Track Results & Keep Optimizing
Data helps you fine-tune your strategy. Track open rates, click-throughs, and conversions to see what works best!
- A/B Test different CTAs, message lengths, and send times.
- Adjust the frequency based on customer behavior.
Start Growing Your Restaurant with SMS Marketing
SMS marketing isn’t outdated—it’s a game-changer. The numbers speak for themselves: higher engagement, increased repeat visits, and proven revenue growth. Case studies show that a simple SMS campaign can bring back lost customers, boost sales, and drive steady monthly revenue.
The best part? It’s easy, affordable, and effective when done right. With the right strategy—personalized offers, smart timing, and clear CTAs—you can turn occasional diners into loyal customers.
Kickstart your restaurant’s SMS marketing today with SimpleLoyalty. Our easy-to-use tools help you launch SMS campaigns that drive repeat business and boost engagement. What are you waiting for, sign up today!
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