In an industry built on experiences, relationships matter more than ever. For restaurants facing tightening margins and increasing competition, creating meaningful guest engagement is no longer a "nice to have" - it's essential. Fortunately, there's one channel that cuts through the noise and connects instantly: SMS.
Text messaging is no longer just for order confirmations or reservation reminders. With the right strategy, restaurants can use SMS to turn first-time guests into regulars and regulars into lifelong fans.
Traditional loyalty programs like punch cards, apps, and points are losing steam. Guests today expect personalization and real conversations. Text messaging delivers both.
Transforming loyalty into fandom is about personalizing guest engagement by understanding the needs of each guest and what they like. Creating these real connections means deeper loyalty with your best customers.
"We don’t believe in loyalty, we believe in fandom. Once someone gives us their phone number, it’s the beginning of something special."
Community Customer
Founder & Chief Vision Officer - Restaurant Business
Unlike most marketing channels, conversational SMS allows for two-way interactions, where guests have a direct line to the business and can respond, ask questions, or share feedback. Restaurants can learn what customers want by collecting zero- and first-party data and leveraging that information to deliver tailored content that matches their interests.
Restaurants already using SMS for two-way conversations, not just blasts, have realized their fans are thirsty for real communication. With so much automation, AI agents, and endless distractions, making the effort to build deeper relationships and really talk to people has proven to pay off big time.
In one of their most popular campaigns, a Community restaurant Leader sent segmented 2-for-1 promotions based on what guests love most (sandwiches, margaritas, etc.), because they have the data points, and the results speak for themselves:
When guests text to join the brand’s fan club, they share what they care about and trust that the brand will deliver personalized texts, exclusive offers, and content that matters to them. Loyal fans love it and feel valued to be a part of it.
Texting isn’t just for guests. Consider using Community to engage various stakeholders across operations. Here are some examples:
With segmented lists and customized campaigns, you can engage franchisees, check in with staff, and even deliver instant resolution for unhappy customers through highly-targeted text messaging.
Some restaurants hesitate to text because they worry it feels intrusive. The truth? Guests are already texting with brands. They just expect it to be relevant and respectful. Consumers are loyal to brands that make them feel appreciated and included:
One of the unexpected lessons from texting? Imperfection drives authenticity. Casual language, emojis, and even occasional typos keep things real. That human touch creates connection and resonance.
"We’ve had people text us just to ask how our weekend was. That’s fandom!"
Community integrates with other platforms used in the restaurant business like Toast POS, and Salesforce CRM, for real targeted marketing. Everything is designed to gather data and actionable insights that fuel smarter, more personal interactions. It’s marketing inside the four walls and beyond.
Advice for restaurants just getting started with SMS:
"This is the X factor. If you’re under 10 locations and not using texting like this, you’re missing out."
Compared to email or social media, SMS gives restaurants the chance to engage guests immediately and in a way that feels human.
Even global brands like McDonald’s are leaning into texting. When they launched a national SMS campaign for their app downloads and delivery service, they saw a measurable spike in downloads and orders in just one day.
Whether you're a multi-national chain or an independent concept, SMS can scale to meet your needs. From large franchises to local favorites, here’s how restaurants are using SMS:
The restaurant marketers who are winning right now are not just chasing reach. They’re building long-lasting relationships. And they’re doing it with tools that make every message count.
Text DEMO to 323-310-2202 to get a personalized walkthrough and learn what’s possible with Community.