How to create a successful restaurant newsletter?

You're probably familiar with the term newsletter. You know, that newsletter you receive electronically from your favorite restaurant, your favorite clothing brand or cultural venues near you. 

In the restaurant business, as in so many other sectors, the newsletter is a marketing lever that can convert a simple read into a sale or reservation. That's the ultimate goal of this tool: to increase your footfall and sales. Discover our tips and a few ideas to help you write a successful newsletter for your restaurant! 

‍

Collect data and define objectives

Gathering data and defining objectives are two crucial steps to take before designing your newsletter. 

Building a database 

In order to send your newsletter to your customers, they must have given you their email address and agreed to its use. But how can you, as a restaurant owner, collect this data? 

1. Through your website. You can encourage Internet users to leave their contact details by inserting a link to a form generated by your chosen newsletter creation tool. The data collected is then centralized and ready for processing.  

2. Via your social networks. They can be a great help in collecting data, allowing you to promote your newsletter and encourage subscribers to sign up. 

3. When booking. Whether you book by phone or online, take advantage of this step to obtain your customer's e-mail address. 

4. By setting up a loyalty card system that makes it easier to collect your customers' contact details. 

5. Online orders. When consumers validate their shopping cart, invite them to leave their e-mail address so you can send them a confirmation e-mail, followed by your newsletter. 

You'll need to ensure that they agree to receive commercial communications. To do this, your forms must include a checkbox detailing how the data will be used(RGPD rules). Finally, don't forget to insert an unsubscribe link in each of your communications.

👉 To find out more: Restaurant advertising: 5 examples of effective campaigns

Define your goals 

Creating and sending out a newsletter takes time, money and effort, so it might as well be effective! The first step is to define your objectives.

• increase the number of reservations,

• build customer loyalty by creating a bond with them. 

In the first case, your newsletter should feature promotions and offers that no-one can resist. 

In the second case, your newsletter should be a channel for keeping them informed of news and changes taking place in your establishment: special menus, menu renewals, new staff, changes to opening hours, events, etc. 

Some information is likely to be of interest only to a part of your customer base, and not to the rest. That's why it's important to segment your audience. 

‍

Creating your newsletter

Keep in mind that form is just as important as content. 

The shape of your newsletter

The first thing to do is to adopt the same style and graphic guidelines as those used for your website, social networks and in-house and external signage. This will ensure consistency between your different communication media and enable your customers to identify you at a glance. Pay attention to the smallest details and avoid large blocks of indigestible text by inserting photos. 

Your newsletter's background 

Content is obviously fundamental to capturing and keeping your readers' attention. Think carefully about the subject and titles of your newsletter. They need to be eye-catching and arouse customers' curiosity, so that they'll want to read your e-mail through to the end, rather than sending it off to the wastebasket. 

The essential elements of a newsletter : 

• schedules,
• contact details,
• location,
• social networks and website,
• online booking. 

One of the most common mistakes in the body of a message is to list information without formulating any call to action. These "calls to action" consist of inviting readers to click and perform an action such as getting them to subscribe to your Instagram page, encouraging them to book their table now, urging them to take advantage of a promotion, etc. 

‍

Analysis of collected information

After building your database and creating the design and content of your newsletter, it's time for analysis. Platforms such as Mailchimp or The Fork will provide you with all the information you need. 

The aim here is to determine whether your newsletter is working, and what you can do to continually improve its impact. You can also check that customers are taking the actions you want them to take, and measure the results: have bookings increased? Are your customers coming back? Have you noticed more interactions?

👉 To find out more: How to develop your restaurant's visibility?

7 examples of newsletters

Looking for inspiration? Here are a few newsletter ideas. 

1. The promotional newsletter

One of the most effective ways of encouraging your customers to place an order is to entice them with promotional offers.

• one dessert bought = one dessert offered,
• free drinks from such and such a time,
• free coffee over a certain amount,
• etc. 

Customers will be there! 

2. Branding emails 

A branding newsletter is ideal for presenting your establishment in a way you rarely get the chance to do. Your customers will discover it in a new light and become attached to it. Take the opportunity to mention the history of your restaurant, explain how you came up with the idea for the concept, introduce your team and your signature dish, and so on. 

3. Special events newsletter

This channel is an excellent medium for inviting your customers to events for which you've concocted a special menu or decorated your establishment. New Year's Eve, Christmas, Valentine's Day, Mother's Day - let them know what you have planned, so they have the information before they're tempted by a competing restaurant.

4. Use email to pass on your passion for cooking 

We're not talking about sharing your recipes and the secrets that make them so special, but rather culinary advice on how to enjoy this or that dish, wine pairings, the advantages of choosing fresh, seasonal produce, etc. These emails can also be used to announce the organization of a workshop with your chef, or the possibility of having him or her come to your home on a particular date. These emails can also be used to announce the organization of a workshop with your chef , or the possibility of having him or her come to your home on a particular date. 

5. The "there's change" newsletter

Your customers need to know what's going on in their favorite restaurant, whether it's the arrival of a new chef, a new menu, a change of schedule, a partnership with a local merchant or a new look. Put an end to the suspense by giving them the juiciest news! 

6. Birthday email 

The opening date of your establishment is undoubtedly close to your heart, and who better to celebrate it with than your customers? Take advantage of this narrow communication channel to inform them and give them all the information they need to take part in the event: date, times, location, theme... 

It's also the perfect opportunity to take stock of your values, highlight the restaurant's evolution by mentioning a few key figures, and thank all the regulars! 

7. The off-peak newsletter

You may never have imagined it like this, but your newsletter can be a real ally in the fight against off-peak times. It's possible to offer your guests preferential rates if they visit your establishment during less busy periods. 

👉 To go further: 9 ideas for improving your restaurant's communications and marketing

‍

A tailor-made loyalty program

If you want to keep customers in your restaurant and keep them coming back, you need to think about setting up a loyalty program.

In fact, it will help you create a stronger attachment to your restaurant, increase your rate of repeat customers and your average bill, because the more they order, the more they accumulate and therefore come back to your establishment.

Over the long term, you'll collect valuable information to build your database (essential for setting up a newsletter) and create a more personalized relationship with your customers.

The Innovorder loyalty program allows you to :

• create a customized loyalty program,
• retrieve your customers' data on a single tool to find out about their habits and expectations,
• set up an attractive operation for your customers, with a kitty that can be spent at any time.

And in order to increase the impact of your program, it's important to think about dematerializing your cards to build customer loyalty both on site and online.

-

Did you like these tips? Don't hesitate to consult our other articles on our blog to help you develop your business!

Innovorder is the leader in digital solutions for commercial and institutional foodservice. Our team supports restaurateurs in their digital transformation with an all-in-one solution (cash register, kiosk, online ordering, KDS).