TripAdvisor reports that 93% of diners say restaurant emails impact their final decisions on where to dine...including this hungry restaurant marketer!
That's why we at DataDab obsess over crafting captivating email campaigns for our restaurant clients.
No one eats boring emails. They need to sizzle!
After years of optimizing various email strategies for our brands, we spotted some tactics that reliably hook and engage diners. We’d love to share our recipe for savvy restaurant email marketing in this guide.
Map Your Diner Journeys
The foundation of great marketing is understanding your customers. Start by mapping out your typical diner journeys.
Here's an example of a casual dining restaurant:
Awareness > Consideration > Purchase > Consumption > Loyalty
- Awareness: Diner discovers you online or spots your location
- Consideration: Researches your menu/reviews before deciding to visit
- Purchase: Makes a booking or walks in to dine
- Consumption: Dines in and (hopefully) enjoys the food and service
- Loyalty: Leaves happy and wants to return
Now create diner journeys for your restaurant concepts and cuisines. Seek insights from your marketing, operations and service teams.
With your journeys mapped, let's explore tactics to engage diners at each stage.
Stimulate Discovery with “We're New” Emails
Pique interest when launching or revamping your restaurant with a special announcement email.
Subject line: We're open! Enjoy 20% off at [Restaurant Name]
Preview text: The wait is over. Visit our brand new [Cuisine] restaurant in [City] and enjoy 20% off!
Keep the language crisp and compelling - you're announcing an exciting new dining option. If launching a new location, customize the preview text:
Preview text: [Restaurant Name] has come to [City]! Diners at our newest location can enjoy 20% off all month long.
Such emails enable discovery of your restaurant during the crucial launch period. Send them to existing patrons in your database to announce the news. With a special offer attached, you'll also generate walk-ins and bookings from the announcement.
Spotlight Dishes and Deals
Whip up interest with emails spotlighting popular dishes or meal deals.
When featuring signature items or combos, use mouthwatering descriptions, ingredient lists and photos:
Subject: Come try our famous butter chicken!
Preview text: Velvety tomato gravy, tender chicken and exotic spices...our authentic Indian butter chicken is making fans across [City]!. Enjoy it this week with garlic naan and basmati rice for just $16.
[Photo of sizzling butter chicken]
Named "Best Indian Restaurant Entree" by [Local Publication], our signature take on this classic Indian dish will have your tastebuds singing! Made from scratch with tomatoes, spices and full-fat dairy from [Local Dairy Brand] for rich decadence.
Grab butter chicken with sides for just $16 all week when you dine in or order takeout! Offer ends Sunday.
For weekly/daily specials and meal deals, keep the copy concise:
Subject: All pizzas $10 on Tuesdays!
Preview text: 12 inch pizzas just $10 when you dine in on Tuesdays. $2 off all draft beers too! Perfect excuse to grab friends and celebrate the week ahead.
Time limited, value-driven offers incentivize diners to visit on slower days. Spotlighting signature dishes also nurtures cravings for your food!
Share Curated Lists and Recommendations
Readers love list posts and recommendations. For a restaurant, you can highlight:
- Top selling menu items
- Must-try seasonal dishes
- Expert wine and beer picks
- Cocktail recommendations
- Festival/event catering menus
Weave in photos, descriptions, and pricing for each recommendation. And focus on what makes your dishes and drinks special:
Subject: Best things to eat this spring
Preview text: Three flavorsome picks perfect for spring from [Chef Name]
Spring's bounty inspires menus across [City]. Farm-fresh veggies, zesty citrus and aromatic herbs make this sunny season so delicious. Here are Chef [Name's] top 3 spring menu picks:
1. Pan-Seared Salmon Salad
[Photo of salad]
Regal King salmon gets pan-seared till crusty then served atop baby spinach with ruby red grapefruit, avocado and a citrusy vinaigrette. The sweet kissed salmon pairs divinely with the salad's zingy citrus and herbs.
2. Asparagus and Ricotta Bruschetta
[Photo of bruschetta]
Tender grilled asparagus and creamy dollops of ricotta mingle with garlic and olive oil over crispy baguette slices. It's the essence of spring on toast!
3. Berry Mascarpone Cheesecake
[Photo of cheesecake]
Fresh local berries embedded in sweet mascarpone cheese between buttery graham cracker crust layers. Our legendary spring cheesecake's limited run ends May 31st!
Craving spring's irresistible flavors? Join us and savor the season at [Restaurant Name]! Visit our menus here.
Recommendation emails like this engage readers and stimulate cravings by vividly describing delectable dishes.
Run Events & Festivals Promos
Does your city host annual events like film festivals, marathons, or pride parades? Create targeted email promos to attract attendees as customers.
For example, a restaurant near the venue/route could offer:
Subject: Refuel here after the [City] Marathon!
Preview text: Runners, revelers and fans! Swing by [Restaurant] on Marathon Weekend. We're 5 minutes from the race route and ready to refuel you with delicious, nutritious bites and drinks.
Visiting town for the marathon? You'll love our farm-to-table new American bites! Bursting with flavor and wholesome goodness to replenish after the big race.
We're open extended hours during Marathon Weekend. And runners enjoy 20% off all weekend when you show your bib numbers!
[Menu highlights here]
See you at the big race! Celebrate with us at [Restaurant] on race weekend from Oct 28-30.
Targeted events promotion emails attract crowds already visiting your locality for occurrences. Spotlight your proximity, convenient hours and tailored food/drink. Maybe even throw in a discount to clinch the deal!
Craft Annual Holiday Emails
Many diners specially dine out during annual holidays like Valentine's Day, Mother's Day or New Year's Eve. Send promotional emails for these occasions highlighting:
- Festive menus and dishes
- Event catering options
- Special holiday hours
- Booking links and contact details
Here's an example Valentine's Day email:
Subject: Romance awaits at [Restaurant] this Valentine's Day
Preview text: Surprise your special someone with an elegant 4-course Valentine's dinner at [Restaurant Name]. Enjoy serenading strings from live musicians as you dine under candlelight this Valentine's evening.
Make magical Valentine's Day memories this year at [Restaurant Name]. Surprise your special someone with a romantic 4-course dinner, with live music and candlelit tables for extra ambiance.
This Valentine's Day, indulge in:
- Lobster Bisque
- 8oz Filet Mignon with truffle mash and asparagus
- Chocolate Molten Lava cake
- Half-bottle of Veuve Clicquot champagne
All for just $150 per couple - incredible value for a top-tier Valentine's experience!
Seats are limited for Valentine's Weekend. [Reserve your table here] or call [Phone Number] to confirm.
This Valentine's Day, stoke the flames of romance at [Restaurant Name]! Check out our Valentine's Day menus here.
Romanticize the holiday in your email to attract couples seeking special plans. For occasions like Mother's Day or New Year's Eve, adjust details accordingly while highlighting special menus, pricing, and reasons to book.
Reward Loyalty with Birthday Freebies
Delight diners by sending free birthday treats to loyalty members.
Here's a birthday email that sparks joy:
Subject: Happy Birthday [First Name]! Enjoy a free dessert from us
Preview text: Birthday wishes from the [Restaurant] family! Enjoy a free [Dessert Item] with entree purchase when you dine in with us this month. Our treat for your special day!
[Name],
Wishing you the happiest of birthdays this year! We hope this next year brings you joy and sweet surprises.
To celebrate your special day, enjoy a free [Dessert Item] when you dine in with us this month. Just show this email on your phone for a complimentary dessert with any main course. It's our tasty birthday gift to you!
We can't wait to celebrate with you! As always, thanks for being part of our [Restaurant] family. We appreciate your support more than you know.
Warmest birthday regards,
[Owner/Chef Name] & Team [Restaurant]
Reward loyalty while delighting diners with free birthday desserts. While only a small gift, the gesture fosters delight and goodwill. Some may even share it online, earning you free word-of-mouth marketing!
Ask for Reviews with Feedback Emails
Positive online reviews are social proof that grow patronage. Yet, many diners don’t think to leave them unless asked.
Send feedback emails a week after someone dines at your restaurant:
Subject: How was your recent meal at [Restaurant Name]?
Preview text: We hope you enjoyed dining with us recently! If you have a spare minute, please leave an honest review on [Review Site]. Your feedback helps other diners find our restaurant!
Hi [First Name],
We noticed you dined with us recently, and wanted to check in. Did you enjoy your last meal with us at [Restaurant Name]?
If you have a spare moment, please consider leaving an honest review describing your recent experience on:
- Google
- Yelp
- Facebook
Your feedback will help other diners looking for great local spots in [City]. And of course, it will help our restaurant too!
As a small thank-you if you do leave a review, enjoy 15% off for your next dine-in meal. Just show the confirmation email/receipt from your review platform.
Once again, thanks for supporting local and choosing [Restaurant Name]. We strive to earn 5 stars from every guest! Please reach out if we can improve or tailor anything for future meals.
Bon Appetit!
[Owner/Chef Name] & Team [Restaurant]
[Site Links Here]
The review ask comes with a reward they redeem next visit. Even if only 20% leave reviews, you still gather social proof and observe upticks in bookings!
Share Seasonal Menus
As ingredients cycle in and out of season, so can your dishes. Share new seasonal offerings arriving via email to stimulate revisits.
For example, here's a summer menu launch:
Subject: Introducing Our New Summer Menus!
Preview text: Sunny seasonal flavors abound on our new summer menus! Light, vibrant dishes celebrating peak produce. Visit through September to enjoy summer's bounty.
Summer's bounty has arrived! We're delighted to share our new seasonal menus highlighting the finest veggies, fruits, seafood and herbs summer has to offer.
Picture light, vibrant dishes like:
- Watermelon Feta Salad with summer greens, juicy melon and briny feta
- Grilled Seafood Paella packed with tender shrimp, calamari and mussels
- Zesty Lemon Sorbet with candied citrus peel
Summer dining at its finest. Delicious but not heavy! Perfect for patio lunches or weekend brunches too.
Check out all our summer specials launching today on our website here. Then stop by to taste summer's vibrant flavors first-hand. These cooling dishes refresh through September.
Here's to sunnier days ahead!
Bon Appetit!
[Owner/Chef Name] & Team [Restaurant]
[CTA Button To Menus]
Notify patrons as menus roll over with each season. Display the new dish visuals and descriptions to stimulate cravings for fresh flavors.
You're essentially re-launching the restaurant each season! These menu emails also prevent diner confusion if popular legacy dishes suddenly disappear.
Promote Special Events
Hosting a wine dinner? Cocktail class? Popup dining series? Promote via email.
These special event emails intrigue foodie subscribers. Consider email copy showcasing:
- Event Name & Theme
- Talents involved (guest chefs, mixologists etc.)
- Unique location, if applicable
- Special menus and dishes being featured
- Event agenda and timing
- High-res photos selling the vibe
- Pricing/booking details
Here's an imaginative example:
Subject: Wild mushroom foraging dinner with Guest Chef [Name]
Preview text: An ultra seasonal feast brought to you by forest and field! Join us on October 2nd for a wild mushroom dinner guided by award-winning Chef [Name]
Imagine...
You're slowly wandering through pine forests as the morning mist rises. Moving between lush ferns and rainbow fall foliage. The woody, earthy aroma of mushrooms fills the damp air.
Knife in hand, you carefully harvest beautiful porcinis, yellowfoots and more tucked amongst the trees. Then transporting your foraged bounty back to a countryside kitchen... where Chef [Name] works magic transforming wild mushrooms into the ultimate, ultra-seasonal tasting menu.
This imaginative dining experience happens on October 2nd! We're teaming up with award-winning Guest Chef [Name] for a very special Wild Mushroom Foraging Dinner.
Your ticket includes:
5-courses of mushroom-centric dishes guided by wild varieties harvested that very morning by Chef [Name] and team. Specialty cocktails will also feature forest ingredients.
Expect bold yet refined flavors that fully showcase mushrooms in all their earthy, umami-rich glory. From forest and field onto your fork - this dinner lets you taste regional woodlands with each bite!
[Event Details Here]
Tickets are limited. [Book yours here.] We expect this rare dinner to sell out fast.
Hope to see you October 2nd!
Foraged regards,
[Owner/Chef Name] & Team [Restaurant]
[Booking CTA]
Special dining events, classes, and workshops reliably attract media attention too - leading to valuable press coverage. Email subscribers get first dibs which helps ensure sell-outs!
Highlight Charitable Initiatives
Align your restaurant with ethical causes to attract conscientious diners. Talk up initiatives like:
- Charity fundraisers e.g., donations from certain dishes/drinks
- Sourcing fair trade or local items
- Weekly food bank donations
- Composting and sustainability efforts
Share progress updates to strengthen community connections.
Subject: We donated $5K to [Charity Org] last month!
Preview text: Your support enabled us to donate $5000 to [Charity Name] in May! Read on to learn how dining with us helps the community...
Hello amazing diners!
We're so grateful for your continual support of our cozy neighborhood bistro. Thanks for making [Restaurant] your go-to gathering place for great food alongside friends and family.
Did you know your patronage also directly supports ethical causes across [City]? We believe real restaurants support their communities.
Last month, your dining dollars helped us contribute $5000 to [Charity Name]! They work tirelessly providing hot meals via food trucks and shelters to disadvantaged folks across our region.
We also compost all food waste via [Food Waste Company] to nourish regional community gardens. This spring, your plates provided compost benefiting over 5 urban community gardens!
And we proudly pay team members a thriving wage to uphold work-life balance and dignity for restaurant professionals in our city.
Our charitable initiatives happen thanks to you. We're so grateful for the chance to run an ethical, community-oriented restaurant - something we don't take for granted.
If you dine with us, know you also support amazing organizations doing great work across our region. That matters to us, and we hope to you as well.
Let's continue gathering for great food alongside great causes! We'll share another community update next month highlighting new milestones achieved together.
Gratefully Yours,
[Owners Name] & the [Restaurant] Team
Broadcast achievements to attract conscientious diners seeking restaurants aligned with their values. Updates like this also reinforce loyalty among existing patrons.
Promote Loyalty Programs
Loyalty programs incentivize return visits while capturing key customer data. Yet, they're only effective if patrons actually sign up!
Promote such programs by email. Share signup instructions and benefits like:
- $10 welcome bonus
- 25% member discount on special wines
- First dibs on hot new menu launches
- Exclusive birthday rewards
- 5% cashback nightly that adds up towards free meals.
Keep language snappy and benefits compelling:
Subject: Join [Program Name] today for dining perks + $10 off!
Preview text: Love dining with us? Join our brand new loyalty program for members-only perks like a $10 welcome bonus!
We think loyal diners deserve loyal rewards. That's why we're thrilled to launch the [Restaurant Name] Loyalty Program!
Members unlock amazing benefitsEmail marketing remains a high-performing channel for restaurants when crafted thoughtfully. Align campaigns to diner journeys for resonance and results. Offer real value through your messages as well.
Rather than hard-selling, emails should inform, inspire, delight and reward patrons. Keep optimizing based on open and click-through rates.
With compelling email campaigns that engage subscribers, you amplified the impact of earned media and word-of-mouth advocacy as well.
The digital marketing landscape keeps evolving rapidly. But email continues offering restaurants an unparalleled opportunity to build one-to-one relationships with diners. Start where they are, guide them along personalized journeys, and exceed expectations every step of the way.
Bon Appétit!
