Building customer loyalty in the restaurant business: 10 SMS marketing ideas to try out
May 09, 2025
In 2025, SMS marketing is one of the most effective channels for building customer loyalty in the foodservice industry.
With a opening rate reaching 98 % and 90 % of messages read within 3 minutes of receipt, SMS guarantees direct, effective communication.
Yet it is still largely under-exploited.
A SMS campaign can have a real impact on your sales, provided you send the right message at the right time.
It's not a question of volume, but of relevance.
In this article, we share with you 10 concrete examples of SMS messages to adapt to your objectives : follow-up, thank, activate or simply maintain the link.
Why use SMS to build customer loyalty?
Because it's simple, straightforward and, above all, it works. SMS is a channel that really reaches out. And you reach your customers directly in their pockets, without going through an intermediary or relying on an algorithm.
In terms of loyalty, it's a powerful ally: you can follow up on a customer's first order, wish them a happy birthday, or invite them back with a well-placed offer.
What really makes the difference is the link between your loyalty program and your customer database.
Each time you place an order, you gather valuable information: date of last order, number of loyalty points, purchase history... You can segment and target your mailings in just a few clicks.
There's no need to send the same message to everyone, crossing your fingers. Loyalty is a question of timing and relevance. And SMS does the job.
10 concrete examples of SMS marketing
Visit 10 examples of simple, effective SMS marketingYou'll find a wide range of products to choose from, depending on the moment, the customer's profile or the objective you're aiming for. Copy and paste, adapt, test... and see what works best for you.
01. Post-first visit reminder
Objective: turn an occasional customer into a loyal one, right from the first visit.
Sample message:
Thank you for your first visit to [Restaurant name].
We'll give you 10% on your next order.
Valid until Sunday!
[Click & Collect link]
Why does it work? You create a quick return reflex. The customer has tried it and is still "hot". A small, well-placed bonus is enough to bring them back.
02. Loyalty reward achieved
Objective: encourage you to use your points or enjoy your reward... without delay.
Sample message:
Congratulations! Your loyalty card is complete!
A free dessert on your next order!
Activate here: [Link]
Why does it work? You recall the concrete value of the program. And you trigger an order without the need for a general promotion.
03. Customer inactive for 30 days
Objective: follow up with a customer before they forget all about you.
Sample message:
We miss you.
-20 % off your next order with code RETOUR20
Valid until Sunday evening
[Link]
Why does it work? You play on proximity while creating a sense of urgency. Targeted promotion enhances customer value without undercutting your prices.
04. Customer birthday
Objective: create a more personal relationship (and please).
Sample message:
Happy birthday to you!
A free dessert to celebrate, to be used within 7 days!
Present at checkout or activate here: [Link]
Why does it work? It's a message that's outside the commercial framework. The customer feels considered, and you maintain the link without pushing for a direct sale.
05. Flash offer for loyal customers
Objective: reward your best customers punctually, without waiting for them to use their points.
Sample message:
VIP offer.
Today only: -30 % on the lunch menu for our most loyal customers!
Code to present: VIP30
Why does it work?
It's fast, targeted and builds loyalty. You don't need a special event; you keep people engaged with an unexpected little boost.
06. Request for advice after ordering
Objective: collect useful feedback and maintain the link immediately after the customer experience.
Sample message:
Thank you for your order!
Got 30 seconds? Give us your opinion here: [Link]
And we'll throw in a bonus for the next one 😉
Why does it work? You show that the customer's opinion counts. And you give them an excuse to come back. A win-win situation.
07. Points to use
Objective: prevent your customers from forgetting that they have a kitty or reward waiting for them.
Sample message:
You have 1,200 unused loyalty points!
How about using them tonight?
[Click & Collect link]
Why does it work? The customer has already "won" something. You encourage them to use it, which often triggers a larger order.
08. Customer sponsorship
Objective: activate your loyal customers and turn them into ambassadors.
Sample message:
Do you like [Name of restaurant]? Your friends will love it too!
5 for you and for them on their 1st order.
Sponsor here: [Link]
Why does it work? The mechanics are simple and doubly motivating. You win a new customer and thank the old one.
09. Invitation to a private event
Objective: strengthen the customer bond with an exclusive moment.
Sample message:
A tasting evening reserved for our loyal customers!
Thursday at 7pm, places limited!
Book here: [Link]
Why does it work? You give access to something "reserved". And you create brand loyalty, beyond the simple purchase.
10. End of month / boost attendance
Objective: fill a hollow service or relaunch in a quiet period.
Sample message:
This lunchtime, it's a gift!
A free dessert for orders of €15 or more today.
Code: LUNDI
Why does it work? It's a small gesture that won't impact your margins too much, but will encourage you to return when visitor numbers drop.
What to always include in your SMS messages
If you want your SMS campaign works (and makes you want to come back), here are the things to remember:
01. A clear, direct message
You don't have many characters. Get straight to the point: say what you're offering, to whom, and until when.
02. A concrete advantage
Discount, gift, points to use... Customers need to understand immediately what they gain by acting now.
03. A simple call to action
Add a link to the Click & Collector a promotional code. Customers need to know what to do, right away.
04. A time limit
Without it, the sense of urgency disappears. Put a validity date or specify "today only".
05. Customization
A first name, a piece of information linked to their history or just a nod to the loyalty program. You show that this message is really intended for them.
➜ With each shipment, ask yourself: is it useful, clear and actionable for my target customer?
Automate your SMS dispatch with Obypay
With Obypay, you no longer need to send SMS campaigns manually. You create your scenarios, target your customers, and everything starts at the right time, without you having to think about it.
We'll show you how it works? Contact our team today.
