How to Drive More Takeout and Delivery Orders with SMS

Boost restaurant takeout and delivery orders with SMS! Learn sample messages, create compelling discounts, and design loyalty programs that keep customers returning. Convert hungry patrons into loyal fans with quick, convenient text communications.

In 2023, nearly 60% of U.S. consumers say they order takeout or delivery at least once a week, a figure mirrored in parts of Canada and the UK. As online ordering soars, restaurants face more competition than ever. To stand out, many are harnessing the power of SMS marketing, which delivers quick, digestible calls-to-action straight to the customer’s phone. In this post, we explore how to drive more takeout and delivery orders with targeted text messaging—covering discount strategies, sample messages, and loyalty program ideas.

Why SMS for Takeout and Delivery?

  1. Immediate Engagement
    • Customers typically see SMS notifications faster than email or social media updates.
    • Perfect for last-minute dinner cravings or lunch-time reminders.
  2. Higher Redemption Rates
    • Text-based coupons see average redemption rates of 8–15%, significantly outperforming email.
  3. Simplicity and Speed
    • A single link to your online ordering page or an easy reply method can streamline the entire ordering process.

Sample SMS Messages to Inspire You

Below are practical text examples you can adapt:

  1. Last-Minute Dinner Promo
    • “Hungry? Order from Carlo’s Kitchen tonight and get a free side on orders above $25. Click: [short link].”
  2. Lunch Combo Alert
    • “Craving a quick lunch? Try our new sandwich + soup combo for just $10! Order now: [short link].”
  3. Pick-Up Promo
    • “Skip the wait—pick up your meal at Thai Spice and save 15%! Use code TAKE15. Show text or order online.”
  4. Delivery Upgrade
    • “Free dessert on all delivery orders over $30 at Bella Pasta today. Indulge now! [short link].”
  5. Repeat Customer Thank You
    • “Thanks for your last 2 orders! Next one’s on us—get 20% off your next delivery with code LOYALTY20. We appreciate you!”

Discount Strategies for Takeout and Delivery

  1. Flat Dollar-Off
    • “$5 off your first online order!”
    • Clear and easy to understand. Encourages new adopters of your online platform.
  2. Percentage Discounts
    • “Order 2 pizzas, get 20% off the second!”
    • Ideal for larger family meals or group orders.
  3. BOGO (Buy One, Get One)
    • “Buy a large entrée, get a small appetizer free!”
    • Encourages customers to try new menu items.
  4. Free Delivery Threshold
    • “Free delivery on orders over $40 for a limited time. Code: FREEDEL40.”
    • Great for increasing average order value.
  5. Time-Limited Flash Sales
    • “Order in the next 60 mins for a free dessert! Hurry!”
    • Creates urgency and is especially effective during slow hours.

Pro Tip: Vary your promotions to keep them fresh. If you always run the same discount, your audience may wait for that code every time, lowering your profit margins.

Special Loyalty Programs for Takeouts

Many restaurants focus loyalty rewards on in-restaurant dining, but building a takeout/delivery-specific loyalty program can expand your revenue stream.

  1. Points per Takeout Order
    • For every $1 spent on takeout, award 1 point.
    • Redeemable for free add-ons or discounts once a threshold is reached.
  2. Exclusive SMS-Only Tier
    • Anyone who opts into your text club for delivery updates automatically gets 50 bonus points.
  3. Milestone Rewards
    • “After 5 deliveries, get a free large pizza!” or “10th meal free.”
  4. Birthday or Anniversary Offers
    • If you have birthdate data, send a special discount code around their birthday.
    • Encourages loyal fans to treat themselves with takeout instead of going elsewhere.

Real Example: We often see references to birthdays or personal events in standard texts. You might adapt a line like “Happy Birthday from The Pie Shack—enjoy a free slice delivered to your door. Show code BDAYSLICE.”

Operational Tips for Smooth Takeout & Delivery SMS

  1. Automated Order Updates
    • Trigger SMS: “Your order is confirmed. Estimated ready time: 6:15 PM. Show this text at pickup.”
    • A second text when the order is ready or out for delivery.
  2. Pickup Instructions
    • If your restaurant has a special curbside pickup process: “Call us at 555-1234 upon arrival, we’ll bring your order out!”
  3. Follow-Up Feedback
    • After every third order, send: “How was your meal? Rate us 1–5, or reply with comments. We value your feedback!”
  4. Automation Tools
    • Platforms like Twilio, MessageBird, or dedicated restaurant software (Toast, Square Online) can integrate with SMS for real-time status updates.

Crafting Effective Messages

  1. Clarity & Brevity
    • Aim for 1–2 sentences with a direct CTA: “Order now,” “Click here,” “Show code.”
  2. Personalization
    • “Hey [Name], craving your usual Chicken Pad Thai? Order before 8 PM and get 10% off.”
  3. Urgency Words
    • “Limited-time,” “Ends tonight,” “Flash sale,” “Only 10 left.”
  4. Power of Visuals?
    • While SMS is text-based, some platforms support MMS. Sending a mouthwatering food pic can boost conversions if your platform supports it.

Timing to Boost Conversions

Morning (8–10 AM)

  • Great for lunch reminders or breakfast promos.
  • “Start your day with a fresh bagel! Order by 10 AM, pickup by noon.”

Late Morning (10–11 AM)

  • Perfect for “What’s for lunch?” deals.

Afternoon (3–5 PM)

  • Encourage dinner or “beat the rush” offers.

Weekends

  • Brunch promotions or lazy Sunday dinner deals.

Avoid very late messages; no one wants a 1 AM text about pizza. The US, UK, and Canadian guidelines typically advise sending marketing messages only up until 8 or 9 PM local time.

Overcoming Common Obstacles

  1. No Online Ordering Platform
    • Consider quick solutions like Square Online, Uber Eats, or DoorDash for an immediate presence.
    • Ensure your SMS links directly to your ordering page.
  2. Limited Kitchen Capacity
    • If a flash sale floods you with orders, you could face a backlog. Automate your system to pause the text campaign once you reach a certain volume.
  3. Ensuring ROI
    • Evaluate if the discount is overshadowing your profit. Track average order size, redemption rate, and net revenue from SMS campaigns.
  4. Customer Service
    • Provide an easy way for customers to text back with questions or concerns. If you use a no-reply approach, direct them to phone or chat support.

Real-Life Use Case: Weekend Takeout Surge

Scenario

  • A mid-size Italian restaurant wants to boost Saturday night deliveries, which are overshadowed by in-dining customers.

Steps

  1. Segment
    • Filter out customers who prefer takeout or who have previously ordered for delivery.
  2. Send a Friday SMS
    • “Hi, craving Italian at home? Order a large pasta dish from Pasta della Nonna on Saturday and get a free garlic bread. Code: PASTADELIVERY.”
  3. Limited Duration
    • “Offer valid only this Saturday, 5–10 PM.”
  4. Collect Feedback
    • On Sunday, auto-send: “How was your delivery last night? Rate us with a quick reply!”

Outcome

  • If typical redemption rates for well-timed SMS are 10–15%, you can anticipate a strong uptick in Saturday orders. Over time, track which customers reorder on subsequent weekends.

Monitoring and Measuring Success

Here are key performance indicators (KPIs) to watch:

  1. Delivery/Takeout Orders Per SMS
    • Orders you received in the 24 hours following a text ÷ total messages delivered = approximate conversion.
  2. Average Order Value (AOV)
    • If your promo is “Free dessert for $30+ orders,” are folks spending more?
  3. Unsubscribes
    • If unsubscribes spike after certain promotions, check if you’re sending too often or if the discount is irrelevant.
  4. Redemption Rate
    • Particularly for unique discount codes, track how many were used. This is your best measure of text’s direct impact.
  5. ROI
    • (Revenue from SMS-driven orders – cost of sending messages – cost of discount) ÷ cost of sending messages, to confirm you’re profitable.

Putting It All Together: A Step-by-Step Example

  • Restaurant: GreenLeaf Salads (focus on healthy takeout)
  • Objective: Increase weekday lunch deliveries.
  • Strategy:
    1. Set up an automated text to go out at 10:30 AM each Monday and Wednesday.
    2. Offer: “Order a salad + fresh juice combo for $2 off, code GREEN2.”
    3. Link to your online ordering page.
    4. Collect phone numbers through your website or in-store sign-ups.
    5. Monitor redemption rates and average order totals.
  • Refine:
    • If Monday’s redemption is low, try a different day or time.
    • Survey customers: “Which day would you prefer a special lunch deal?”

Over a month, see if you increase midday deliveries. If yes, scale the program with weekend or dinner promotions. If no, tweak your discount or time slot.

Conclusion

SMS marketing can supercharge your restaurant’s takeout and delivery orders by bridging the gap between a customer’s fleeting hunger pang and a quick, frictionless checkout. Whether you’re leveraging flash discounts, loyalty points, or heartfelt “thank you” messages, the key lies in targeted, relevant, and timely communication.

By employing the right text strategies—personalized offers, well-timed promotions, and a smooth pickup or delivery experience—you can transform casual interest into repeat business. In a rapidly evolving dining landscape, a well-crafted text might be all it takes to make your restaurant the top choice for tonight’s takeout.

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