In the era of instant gratification, it’s tempting to want to send as many marketing messages as possible–to as many guests as possible–to garner quick results. If you want to grow guest loyalty and bring guests back to your restaurant more often, then you need to invest in a longer-term approach that’s built for sustainable results. 

This means first focusing on the basics–collecting contact information and researching guest behaviors–then using that information to build automated campaigns that reach guests who are primed for repeat visits. 

For example, a restaurant may still be growing its database by simultaneously testing new message types; or they may be running win-back campaigns while also fine-tuning automations. The key is understanding what each stage unlocks and where to concentrate next. 

With that in mind, here’s a look at the four stages of restaurant marketing:

Stage 1: Growing your database

The best place to start is by building a first-party database of guests who have opted in to your communications. According to research, key marketing activities leveraging first-party data drive 2.9x higher revenue and reduce costs by 1.5x compared to those that don't.  Your messages will go unnoticed if sent to guests who aren’t open to hearing from you or haven’t agreed to get your messages in the first place. 

While third-party platforms such as OpenTable or DoorDash are often an easy way to gain guest details, your restaurant has less control over how and when you stay in touch. Collecting contact information directly through your own messaging campaign makes guests less likely to unsubscribe.

The strongest guest databases are built from direct interactions with the restaurant, so focus on tactics that put your restaurant in the driver’s seat. Ways to start collecting this information include:

• Offering first-party online ordering directly on your restaurant's website
• Adding reservations or waitlist functionality online or via text
• Promoting email and text signups throughout your website and ordering experience
• Giving guests a reason to opt in, such as discounts on a first online order
• Launching a loyalty program that encourages guests to identify themselves every time they visit 

The stronger your own database is, the more successful your future email and SMS campaigns will be. 

Stage 2: Testing messaging to see what sticks

Guests who dine at your restaurant don’t all eat the same thing–you offer a variety of menu items to please different palates. The same is true for your marketing: one blanket message isn’t going to resonate with every guest you target, because they all have different needs and are at different stages of their customer journey.

With this in mind, test a range of messaging to help uncover what kinds of messages resonate with different groups of guests. 

Some common messaging types include:

• Limited-time savings and discounts on specific menu items
• Limited-time offers on a seasonal dish
• Invitations to events or experiences such as live music or a special pre-fixe menu
• Menu updates or new item announcements
• General messaging that matches how guests use your restaurant, such as tips for easier online ordering 

Once you determine your different guest groupings or segments, don’t stop there. Segmentation is only valuable if it leads to varied messaging. A general guideline is this: If a group of guests deserves a distinct messaging strategy, it is worth creating a segment. Early segmentation helps determine which audiences behave differently and what motivates each one, so you can use that knowledge to craft specific communications that will resonate with that particular audience. 

Stage 3: Identifying opportunities for repeat visits or orders

Once specific audiences have been identified, it’s time to get cranking on your messaging campaigns. Begin with audiences that have the most room to grow. Your biggest gains won’t necessarily come from your best customers. They often come from increasing visit frequency among less engaged or slipping audiences.

Some of the groups that would benefit from messaging include:

• Guests who visited or ordered once and never came back
• Customers who have not visited or ordered in 30-plus days
• Guests who are occasional orderers but don’t spend much
• Those whose order frequency is on the decline
• Guests who regularly click on or read messages but never convert 
• Online orderers who haven’t enrolled in your loyalty program 

After determining which audiences to target, you’ll want to match them with more intentional, personalized campaigns. Guests who receive personalized 1:1 marketing have a 42% return rate, compared with 13% for guests who receive general marketing.

Some of the most effective tactics for customized communications include:

• Win-back campaigns for guests who have not visited frequently using messaging that acknowledges the lapse and offers incentives to return
• More aggressive discounts for first-time guests who have never returned, using language that makes them feel like it’s an offer made specially for them
• Targeted offers designed to increase order size (buy 2 get 1 free) or visit frequency (use coupon within 7 days)
• Loyalty invitations for online ordering customers who have not yet enrolled 

The purpose of this stage in the marketing process is to move beyond broad campaigns and focus on where the most growth potential exists.

Stage 4: Automation and personalization

‍Now that you’ve built a solid foundation in the earlier stages, it becomes easier to automate marketing in a way that feels more timely and relevant. Instead of manually sending every campaign, you can build automation journeys that trigger automatically based on customer behavior. 

At this point, your thinking should shift from, “What should we send to just get some communication out?” to “What should happen after a first order, after a signup, or after 30 days of inactivity?” The answers to these questions often come from learnings acquired during previous stages.  

Remember that the goal at this stage is not perfection–even simple automations can drive meaningful results. Something as straightforward as a welcome series after a guest joins the email or SMS list, or a follow-up message after a first order, can go a long way toward creating measurable impact.

It’s also important to consider tailoring automated journeys for guests coming through different channels. For example, if your earlier audience segmentation research showed that online ordering guests behave differently than reservation guests, each audience can receive a specialized message flow. 

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The path to success isn’t a straight line

‍Successful restaurant email and text messaging campaigns are built on a strong guest database, a clear understanding of what audiences respond to, identifying opportunities for repeat business, and using the insights gained to automate relevant communication. 

But the process is not linear, and it doesn’t have to happen all at once. Find the weak spots in your strategy and start there, then build layer by layer. In time, you’ll have a robust system in place that will make it easier to reach your goal of bringing more guests back more often.