10 examples of Restoration emails for inspiration
July 24, 2023
You've got your customers' e-mail addresses, the right tool to write to them... but you're slow on the content?
No need to panic. We've put together 10 examples of e-mails that really work, tested and designed for the day-to-day needs of foodservice professionals.
Whether you manage a restauranta bakerya bar or a place of leisure, In this selection, you'll find ideas that are easy to adapt and useful for keeping your customers coming back for more.
01. Post-first visit: keep your new customers coming back
Why this communication works
A first-time customer has already done the hard part. They know you, they've tested you, they know where you are.
The goal now is to make it a habit. A well-thought-out message can be enough to keep them coming back for a second time, and build real loyalty.
What to say in the e-mail
Start by saying thank you for your visit. Personalize the message (first name, date, dish ordered).
Then offer a good reason to come back quickly: a free dessert, a discount on the next bill... Keep your tone warm and direct, without overdoing it.
And finish with a clear button: "I reserve" or "I order Click & Collect".
When to send it
Between 3 and 5 days after the first order or visit. Close enough for the memory to be fresh, but not too fast to avoid the "stalking" effect.
02. Customer relaunch: how to reactivate those who've stopped coming
Why this communication is useful
An inactive customer is not lost. He's just got into the habit of going somewhere else or not coming out at all. Relaunching him allows you to get back on his radar without being intrusive. It's a good way of taking stock, reminding people that you exist and offering a little nudge to get them back.
What to say in the e-mail
Get straight to the point: you've noticed his absence. Offer to come back, without forcing the issue. For example: "We haven't seen you for a while! How about a drink to celebrate your return?".
The idea is to be simple, friendly and effective. Add an appetizing visual and a direct link to the reservation or order.
When to send it
From 30 days without an order, to be adjusted according to your customers' usual frequency. The key is not to wait too long: the longer you're away, the harder it is to reactivate.
03.customer birthday: an e-mail that makes you want to celebrate at home
Why this communication appeals
A birthday is a good reason to go out, and an occasion to look for a nice restaurant.
By sending a message, you show that you know your customers and are thinking of them. It's simple, but it creates a bond. And it can easily turn a vague intention into a real reservation.
What to say in the e-mail
Wish her a happy birthday, without overdoing it. Propose a valid offer around the date: a free dessert, a goodie, a discount... The important thing is that it's easy to use and as festive as possible.
Specify the conditions (valid for X days, by reservation, etc.), and add a button to book directly.
When to send it
Between 5 and 7 days before the anniversary date. Early enough to give him or her time to get organized, close enough to keep it on the agenda.
04. Loyalty: show that every visit counts
Why this communication builds loyalty
Regular customers are your best allies: they come back often, talk about you to others, and cost less to bring back than a new customer. Sending them a message to reward their loyalty shows them that you recognize them and want to keep them.
What to say in the e-mail
Highlight what they've already accumulated (number of visits, points, available benefits).
Clearly present possible next steps or rewards: "Only 10 more points and you unlock a gift", or "Enjoy your free drink with your next order".
Keep your tone simple and encouraging, without overdoing it.
When to send it
After 2 or 3 visits, to activate the commitment effect. Then at each new level reached, or when a customer hasn't used his benefits for a while.
05. New products: a good reason to come back
Why does this communication attract
Customers love novelty, especially when it arrives in a place they already know. It's a simple way of rekindling interest without the need for promotion. A new menu, a new dish or a redesigned terrace can be enough to trigger a new visit.
What to say in the e-mail
Highlight what's different: a limited-edition dish, a Sunday brunch, an original cocktail...
Add an appetizing photo, a short sentence to pique curiosity, and a clear action button. There's no need to overdo it: the information should be legible in a few seconds.
When to send it
As soon as the new product is available. Ideally, a mailing should be sent out the day before or the day of the launch, followed by a reminder a few days later for those who haven't clicked yet.
06. Flash offer: create a sense of urgency
Why this communication boosts orders
A limited-time offer is a call to action. Customers don't have time to think for 3 days: if they want to take advantage, they have to book or order right away. Used properly, this mechanism can fill a room on a slow night or sell off stock.
What to say in the e-mail
Get straight to the point: what you're proposing, for when, and under what conditions. For example: "Tonight only: -20 % on all takeaways".
Add an appealing image, a clear button, and an explicit mention of the deadline (time or date). There's no need to overdo it, it's the urgency that does all the work.
When to send it
A few hours before the start of the offer or the evening before. Too early and it's forgotten. Too late and there's no time to act.
Bonus: don't forget to try out Sunday delivery to boost orders at the beginning of the week.
07. Highlights: use events to fill your hall
Why this communication works so well
An event is the perfect occasion to go out to eat. Soccer night, Mother's Day, July 14th, back-to-school... These are all times when people are looking for a place to gather. If you anticipate with a clear message, you increase your chances of being chosen.
What to say in the e-mail
Clearly present the event and what you're putting on for the occasion: special menu, group formula, entertainment or slots to reserve.
Give practical information right from the start (date, times, conditions), then grab attention with a simple tagline, an appealing photo and an easy-to-find booking button.
When to send it
About 5 to 7 days before the event. This gives you time to get organized without being too early. You can also send a reminder 48 hours before the event, or in the morning if you still have room.
➜ We wrote a complete article with campaign ideas for all the highlights of the year!
08. Customer reviews: collect useful feedback after a visit
Why this communication is strategic
Reviews reinforce your image and give you concrete ideas for improving the customer experience. They reassure new customers and show that you're listening. Asking for feedback is also a discreet way of prolonging the experience after the visit.
What to say in the e-mail
Simply say thank you for the visit or order, then offer to leave a comment. Most restaurateurs link directly to Google or Tripadvisor.
But it's risky: you open the door to public feedback, without knowing what's going to come out or being able to react upstream.
With Obypay, you can filter reviews in two stages. The customer first provides feedback on a private interface. If the feedback is positive, they are then invited to publish on Google. If the feedback is mixed or negative, you receive the information live and can contact the customer to find a solution. It's an effective way to understand what's going wrong, and correct it before it becomes public.
You protect your online reputation, while staying in touch. And on the customer side, the gesture is swift and, above all, valued.
When to send it
Within 24 hours of visit or order. Hot feedback is the most reliable and the customer is most likely to respond.
09. Product recommendation: suggest a dish the customer might like
Why this communication engages
If you show that you have retained what the customer likes, you create a more personal relationship. A well-targeted suggestion makes you want to come back, especially if the timing is right. It's also a smart way to showcase your new products without having to run a promotion.
What to say in the e-mail
Propose a dish or a drink in line with the customer's habits. For example: "Did you like our Savoyard burger? You might like our Blue cheese version." Be concise, visual and relevant. Add a link to the order or reservation, without insisting.
When to send it
Ideally between two visits, or a few weeks after the last order. Target regular customers or those who often order the same products.
10. Order: show them your different channels
Why communication can make all the difference
Some customers always go through the same point of entry: on site, in click & collector via an external platform. Showing them that they can order differently makes their lives easier (and sometimes saves you money on commissions!).
What to say in the e-mail
Clearly present the alternative channel you offer: "Did you know that you can also order directly from our website?" or "Click & collect available in 2 clicks, without queuing".
Highlight the benefit for them (time saving, exclusive promotion, loyalty program, etc.) and add a button to the right link.
When to send it
When a customer has been using the same channel for several orders. Or after an on-site order, to encourage them to try out the online version next time. It's also useful during periods of transition (new site, new app).
Ready to launch your first email campaigns?
Would you like to send your first e-mails or take what you're already doing a step further? On can help you structure, automate and improve your campaigns, without making your life more complicated.
➜ Contact the Obypay team
➜ Discover our marketing campaign solutions
A well-configured tool + a good idea = more repeat customers.
