Draw a packed house for happy hour and special events with text messages! Learn when to start your campaign, how to entice with loss leaders, plus sample SMS templates and menu highlights that keep customers coming back.
Across the US (and many parts of the world), bars and restaurants host happy hours to drive traffic during off-peak times. Similarly, special events—like live music, trivia nights, or tasting menus—can elevate your venue’s profile. But with so many digital distractions, how do you ensure your customers actually show up?
SMS marketing cuts through email overload and social media noise, tapping into near-instant open rates. Whether you’re introducing a new Wednesday jazz night or pushing half-priced margaritas, an effective text campaign can fill seats fast. Here’s how to leverage this channel, from early promotion to loss-leader deals and beyond.
Start Early: Timing Your Campaign
Lead Time depends on your event. For a large-scale event (e.g., a ticketed wine tasting), start promoting a few weeks out. For a recurring daily or weekly happy hour, a day-of reminder often suffices.
- Major Event (live band, ticketed event): Start 2–3 weeks prior with a teaser, ramp up the texts as the date nears, and send a final reminder on the event day.
- Recurring Happy Hour: A quick text each week—“Join us for 2-for-1 drinks at 5 PM!”—keeps momentum. But avoid spamming daily if your happy hour is daily. Instead, pick strategic days or new deals to highlight.
Sample Timeline for a One-Off Event:
- 3 Weeks Out: “Mark your calendar—Trivia Night is returning on March 10! Big prizes & craft beers.”
- 1 Week Out: “Trivia next Friday! Team up and win up to $200 in bar credit. Limited seats, RSVP now.”
- 2 Days Before: “Don’t forget! Trivia Night is this Friday at 7 PM—grab your spot: [short link].”
- Day-Of (Morning): “Trivia Day is here! $5 craft beers from 7–9 PM. Bring friends, arrive early.”
- Post-Event: “Thanks for coming to Trivia! Next month’s date is April 14. Stay tuned for more.”
Using Loss Leaders
A loss leader is a discounted (or even free) item you promote to attract traffic, hoping they’ll spend on other menu items. For happy hours, typical loss leaders include:
- Discounted Alcoholic Beverages (beer, house wine, basic cocktails)
- Free or Cheaper Appetizers (wings, nachos, fries)
- Half-Price Starters or “Buy One, Get One” deals
While you might lose margin on these items, the rise in total foot traffic (and subsequent purchases like full-price entrées) often compensates. SMS marketing can highlight these deals in a single crisp message:
“Happy Hour Alert: $3 draft beers & half-off wings from 5–7 PM at Harbour Bar. Show text WINGS at the bar!”
Key Tip: Always mention an end time—“from 5–7 PM”—to push immediate action. And if you want to avoid overcrowding, keep disclaimers simple: “Limited seats—arrive early.”
Sample SMS to Use
Here are eight sample texts for happy hour or special events. Tailor them to your brand voice.
- Weekly Happy Hour Reminder
- “Hey [Name], it’s Thirsty Thursday at Riverside Tavern—$2 off all drafts 5–7 PM. See you soon!”
- Live Music Teaser
- “Friday Night Jazz at The Blue Note! Enjoy free entry & 2-for-1 cocktails from 8–9 PM. Bring friends.”
- Ticketed Event
- “Taste of Italy Wine Night! Grab early-bird tickets at 20% off. Next Friday, 6 PM. Limited seats: [link].”
- Themed Dinner
- “Join our Hawaiian Luau Night! Roast pig buffet & tropical drinks. $25 all-you-can-eat. Book now.”
- Big Sports Game
- “Game Day at Sports Haven! Free fries with any pitcher. Kickoff at 6 PM—arrive early for best seats.”
- Holiday-Themed Happy Hour
- “Spooky Sips! Halloween Happy Hour with $5 ‘Bloody’ cocktails. Costumes welcome. Oct 31, 5–8 PM.”
- Party Reservation Reminder
- “Don’t forget your reservation for Trivia Night tomorrow at 7 PM. Show this text for a free appetizer!”
- Last-Minute Hype
- “Happy Hour starts in 1 hour—$3 margaritas & live DJ. Text a friend, see you soon!”
Sample Menu Items to Promote
To spark interest, it’s often enough to mention specific items (especially if they’re unique or a great deal).
- Cocktails: House Margarita, Seasonal Sangria, Craft Beer, Signature Mojito
- Appetizers: Buffalo Wings, Spinach Artichoke Dip, Loaded Nachos, Sliders
- Themed Items: “Green Beer” on St. Patrick’s Day, Margarita Specials on Cinco de Mayo, etc.
- Desserts: For events that last through dinner, highlight 2-for-1 desserts or free slices of pie after 9 PM.
Including a mouthwatering item in your text can trigger cravings. E.g., “Craving fresh, crispy wings? They’re half-off at Friday’s Happy Hour—5–7 PM.”
Execution Strategy for Happy Hour & Events
Follow these steps to make your SMS marketing structured and effective:
- Define Your Goal
- Increase foot traffic at slow hours? Promote new menu items? Launch a brand new event?
- Each goal might call for a different approach or frequency.
- Segment Your Audience
- If your system allows, group customers who frequently attend events or order drinks vs. those who prefer dinner specials.
- Send relevant texts—cocktail deals to your bar crowd, family-friendly deals to your dinner set.
- Create a Timeline
- For a recurring weekly event, you might do one text early in the week as a reminder and another on the event day.
- For a single big event, plan a multi-stage campaign (teaser → countdown → day-of → post-event follow-up).
- Leverage Loss Leaders
- Decide which discounted items will draw the largest crowd.
- Incorporate an upsell: “$1 wings with purchase of any full-price entrée.”
- Add Scarcity
- If seat availability is limited, highlight that. “Only 10 tickets left!” or “Limited bar stools—arrive early!”
- Send a Final Reminder
- On the morning of a same-day event or 1–2 hours before happy hour starts.
- Keep it short: “Reminder: $4 beers at Social Tap from 5–6 PM tonight. See you soon!”
- Post-Event Follow-Up
- Thank them for coming, or if they missed it, preview the next event.
- “Missed Trivia Night? Next one’s next month—don’t miss out again!”
Best Practices and Pitfalls to Avoid
- Don’t Over-Text: Keep it relevant. For a daily happy hour, it might be too much to text daily. Instead, text when you have a new or especially compelling deal.
- Comply with Local Laws: US restaurants must follow TCPA rules (consent, easy opt-out). The UK has PECR, Canada has CASL.
- Personalization: If possible, use the customer’s first name or reference a past favorite item: “Hey John, we know you love IPAs—try our new craft selection at half-off!”
- Track ROI: Use unique codes for each campaign. For instance, “Mention code HHWINGS for half-price wings.” Evaluate how many redemptions come from each text.
- Photography or MMS: If allowed by your SMS platform, attach a quick image of your best dish or your bar interior. Visuals can be very persuasive.
Real-World Example: A Wednesday “Wine Down” Happy Hour
Scenario: A small bistro wants to boost mid-week foot traffic. They decide on a Wednesday “Wine Down” theme:
Campaign Steps:
- Teaser (Thursday prior): “Mid-week meltdown? Next Wed is our new ‘Wine Down’ happy hour—$5 house wine & 50% off charcuterie boards from 6–8 PM.”
- Reminder (Tuesday): “Tomorrow’s the day! Gather friends for Wine Down at The Urban Vine—special pricing starts at 6 PM.”
- Day-of (Noon): “It’s Wine Down Wednesday tonight! Show code WEDWINE for a free cheese upgrade on your board. Limited supplies, come early.”
- Follow-Up (Thursday): “Thanks for a great turnout last night! Let us know how you liked the new wine selection: [short link to survey].”
Results: Over time, the bistro sees consistent Wednesday traffic plus feedback on which wines are popular, refining future offers.
Measuring Success
- Attendance: Compare foot traffic on event days vs. normal days.
- Redemption Rate: Track unique discount codes or mention rates.
- Revenue Lift: Did total bar sales or average ticket sizes grow?
- Customer Feedback: Survey or direct text responses—did they enjoy it? Any improvements?
If an event flops, refine your offers or text timing. Conversely, if it’s a hit, highlight it more often or replicate success with a new spin.
Conclusion
SMS marketing offers a direct line to patrons, making it an ideal vehicle for broadcasting happy hours and special event details. By starting your promotions early enough for hype, using loss leaders to entice initial crowds, sending cleverly timed reminders, and sprinkling in visuals or personal touches, you’ll see a remarkable difference in event attendance and bar sales.
Whether you’re running a daily coffee happy hour or hosting monthly themed parties, consistent SMS outreach can keep your restaurant top of mind and your venue bustling with excited customers. Just remember to measure your results, stay compliant with regulations, and adapt your strategy based on what resonates best with your diners. Cheers to a full house!