The Do’s and Don’ts of SMS Messaging for Restaurants

Avoid costly mistakes in restaurant SMS marketing. Learn the essential do’s and don’ts—plus region-specific guidelines for the US, UK, and Canada. Master best practices, from timing to compliance, and keep your customers happy and engaged.

With nearly 98% open rates, SMS messaging offers restaurants an unparalleled channel for reaching hungry customers. Yet, the convenience and immediacy of text also bring pitfalls—annoying messaging frequencies, legal compliance issues, irrelevant blasts, and more. This guide outlines the top do’s and don’ts to keep your SMS campaigns effective, brand-friendly, and lawful in the US, UK, and Canada.

General Do’s of SMS Messaging (Including WhatsApp and Telegram)

  1. Do Get Explicit Opt-In
    • Always ensure diners have agreed to receive texts. In many places (like the US under TCPA), it’s a legal requirement.
    • An example from sample messages: “Dear CHIMAOBI, your application has been received…” We can adapt that style into: “Dear Sarah, thank you for opting into our VIP text club!”
  2. Do Keep It Short and Clear
    • SMS has a 160-character limit for a single segment (though many platforms support concatenation).
    • Clarity is key: “Enjoy 20% off dinner tonight! Show code DINNER20.”
  3. Do Personalize
    • Use the customer’s name or reference a past order: “Hi John, your steak is waiting at Steve’s Diner—10% off if you stop by today.”
    • Personalization often boosts redemption rates by 20–30%.
  4. Do Include an Easy Opt-Out
    • “Reply STOP to unsubscribe” is mandatory under US TCPA, recommended in the UK under PECR, and required in Canada (CASL).
    • Reduces legal risks and fosters trust.
  5. Do Maintain Professional Yet Friendly Tone
    • Example: “Hi Mark, you’ve earned a free appetizer at Maple Kitchen! Swing by soon. Reply STOP to opt-out.”

General Don’ts of SMS Messaging

  1. Don’t Spam
    • Over-messaging kills interest. Limit broadcast promotions to 2–4 times a month. Additional triggered messages (like order updates) are fine but must remain relevant.
  2. Don’t Send Irrelevant Content
    • If you run a burger joint, a random text about a vegan cooking class is off-brand. Relevancy is crucial to avoid unsubscribes.
  3. Don’t Use Misleading Language
    • Avoid “bait-and-switch” tactics. If you promise “free dessert,” ensure it’s truly free with no hidden catch.
  4. Don’t Forget Timing
    • Sending messages too early (before 8 AM) or too late (after 9 PM) can annoy. Respect local time zones.
  5. Don’t Neglect Compliance
    • Laws differ globally; ignoring them can lead to hefty fines. Even some US states like Florida have additional rules.

Specific Guidelines for the US

  1. TCPA (Telephone Consumer Protection Act)
    • Requires prior express written consent for promotional texts.
    • Must provide an easy opt-out method (“Reply STOP”).
    • Avoid sending messages outside standard hours (8 AM–9 PM local time) to reduce complaints.
  2. CTIA Short Code Monitoring
    • For short codes in the US, the CTIA monitors compliance, ensuring opt-in/out requests are handled promptly.
    • Non-compliance can result in short code suspension.
  3. Example
    • “Hi from Joe’s Pizza! Get a free topping on your next order—just show this text. Reply STOP to unsubscribe. (Msg&Data rates may apply)”

Do: Make sure disclaimers like “Msg&Data rates may apply” appear in your sign-up confirmations.
Don’t: Assume purchasing a customer’s phone number from a third party allows you to text them.

Specific Guidelines for the UK

  1. PECR (Privacy and Electronic Communications Regulations)
    • UK law requires customers to opt in before receiving marketing texts.
    • If you’re targeting UK residents, be sure to track how you obtained their number—ideally from direct sign-ups.
  2. Data Protection Act / UK GDPR
    • You must handle personal data (like phone numbers) responsibly. Provide a privacy notice when collecting info.
  3. Timing and Content
    • Typically, 8 AM–8 PM is recommended for marketing texts in the UK.
    • Formal “STOP” instructions: “Text STOP to 87007 to opt out.”

Do: Make sure you store proof of consent (date/time a user opted in).
Don’t: Send a promotional text to a number you acquired indirectly or from a random “list purchase.”

Specific Guidelines for Canada

  1. CASL (Canada’s Anti-Spam Legislation)
    • One of the strictest anti-spam laws worldwide.
    • Requires explicit consent for promotional texts. Implied consent might exist if the customer has an existing business relationship, but it’s safer to get explicit.
    • Must include clear sender info and an unsubscribe mechanism that is “easy, free, and instantaneous.”
  2. Record-Keeping
    • Keep detailed records of how and when you got consent. CASL can impose steep fines for non-compliance (up to millions of dollars for serious offenders).
  3. Messaging Style
    • Usually bilingual messaging (English/French) is a plus if you operate in certain Canadian regions.
    • Example: “Bonjour! Thanks for joining Maple Leaf Grill’s SMS club. Enjoy 10% off your first order. Text STOP to unsubscribe.”

Best Practices for Timing and Frequency

  • Global Baseline: No earlier than 8 AM, no later than 9 PM, local time.
  • Segment by Time Zone: If you have customers in multiple countries or states, schedule texts accordingly.
  • Frequency: 2–4 promotional blasts monthly. Additional transactional or triggered messages (order updates, loyalty reminders) are typically acceptable if relevant.

Do: Use an automated tool that can handle time-zone segmentation to avoid early-morning texts.
Don’t: Overlook daylight savings changes—especially for cross-border promotions between the US and Canada.

Examples of Good vs. Bad SMS

  • Good:
    • “Hey Carla, we’re offering a free espresso shot with every pastry today at The Coffee Hut. Show this text and enjoy your treat! Reply STOP to opt out.”
    • Why it works: Personal name, clear offer, direct CTA, polite tone, unsub details.
  • Bad:
    • “OMG!! UR MISSING OUT HURRY 2 BOBS DINER NOWWW!!!1!!”
    • Why it fails: Caps, excessive punctuation, no clarity on discount, no unsubscribe instruction, spammy vibe.

Handling Customer Responses and Feedback

  1. Monitor Replies
    • Some customers might respond with questions or clarifications. If your platform allows 2-way texting, ensure someone sees these.
  2. Process Unsubscribes Immediately
    • If a diner replies STOP, they must be removed from your list. This is not optional.
  3. Encourage Feedback
    • “Thanks for ordering from Chili House! Rate your meal from 1–5 (reply with a number).”
    • Post-meal feedback can refine future offerings.

Building Trust Through Transparency

  • Permission Reminders
    • Occasionally remind subscribers why they’re receiving texts: “You’re getting this because you joined our text club at ACME Burgers.”
  • Frequency Alerts
    • During sign-up, mention typical send frequency: “Expect 2–3 messages per month.”
  • Value-Driven Content
    • If every SMS is purely promotional with no real value, customers might opt out. Interject tips, announcements, or short behind-the-scenes stories occasionally.

Conclusion

Mastering the do’s and don’ts of SMS marketing can elevate your restaurant’s customer engagement while avoiding regulatory pitfalls. Regardless of whether you’re operating in the US, UK, or Canada, the core principles are the same: get clear consent, craft concise and relevant messages, respect unsubscribes, and comply with local marketing laws.

By respecting these guidelines, you’ll transform your SMS campaigns from potential spam into a cherished communication channel. Customers will look forward to your texts—whether it’s for limited-time specials, loyalty rewards, or personal “thank you” notes—leading to higher revenue and stronger diner relationships.

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