If you run a restaurant in the UK, you’ve probably noticed how noisy the food scene’s become. Every place is shouting for attention, from social media posts to food delivery apps. Sometimes, it feels impossible to stand out. But here’s a trick many forget: restaurant email marketing.
Email might sound old-school, but it still works. And not just for the big chains, small, independent restaurants can use it to get people ordering again through their online food ordering system.
Let’s go through some simple, no-nonsense ways to use email to bring in more online orders without feeling like you’re shouting into the void.
Why Email Still Works (Even Now)
You’d think people get bored of emails by now, right? But no. When done properly, they actually open and read them, especially if it’s from a restaurant they like.
Think about it: getting an email from your local curry house saying, “We’ve got 15% off for tonight only”, that’s the sort of thing that gets people ordering. It feels personal. It’s not a random ad popping up while you’re scrolling. It’s your favourite food calling your name.
That’s the magic of restaurant email marketing. You’re not reaching strangers. You’re talking directly to the people who already love what you do.
Build a List of Real People (Not Just Emails)
Before you send anything, you need the right people on your list. No point emailing folks who don’t even know your food. So, focus on email list building for restaurants, but in a genuine way.
Add a small sign-up box on your website or on the checkout page of your restaurant ordering system. Maybe say, “Want a cheeky discount next time?” and let them tick a box. That alone gets attention.
Offer a small incentive, a free drink, a starter, or even 10% off the next order. You’d be surprised how quickly people sign up when there’s a treat involved. The main thing? Make sure it’s simple. Nobody wants to fill out a form longer than your menu.
Write Like a Human, Not a Brand
Once you’ve got your list, you need to talk to your customers like you actually know them. Forget “Dear Valued Customer.” No one likes that.
Write the way you’d talk if they walked through your door. A quick “Hey Sarah, fancy your usual tonight?” sounds miles better. If your restaurant ordering system tracks what people usually get, use that data. Send them an email showing their favourites, with a simple 'Order Now' button.
That’s email marketing for online orders at its best: personal, relevant, and easy.
Give People a Reason to Order
You can’t just say “order food now” and expect results. Give them something to say yes to. Maybe a “Weekend Treat Deal” or “2 for £20 Curry Night.” Tie your emails to moments that matter: Friday nights, payday weekends, family Sundays.
Make sure your email links directly to your online food ordering system. No one wants to click around ten pages to get their food. The easier you make it, the more likely they are to order.
Don’t Treat Everyone the Same
Not all customers order in the same way. Some only order lunch. Some are regulars every weekend. Some just pop up once a month.
Split your list into small groups if you can; that’s what proper email campaigns for restaurants do. You can send lunch offers to your midday crowd, or special set menus to your dinner regulars. It feels more personal, and you’ll get better results.
If you’ve got more than one branch, make sure customers are getting the right updates for their area. Nothing worse than getting a deal from a branch miles away.
Keep an Eye on What’s Working
You don’t have to get too technical, but pay attention to what emails actually bring orders in. Check how many people open your emails and how many click the link to order.
Try two different subject lines and see which one gets more clicks. “Free Starter with Every Order” might beat “10% Off This Week”, you’ll only know once you test it.
Over time, you’ll see a pattern. You’ll figure out what makes your customers hungry enough to order again.
Keep It Real
People can tell when an email sounds fake or over-polished. Don’t try too hard to sound professional. It’s fine to be chatty. You’re a restaurant, not a law firm.
Use your real tone, maybe even a bit of your local personality. If you’re a family-run place, let that warmth show. A bit of humour or casual talk makes people feel connected.
Wrapping It Up
At the end of the day, restaurant email marketing isn’t complicated. It’s about keeping in touch with your customers, giving them good reasons to order again, and making it easy for them to do so.
Start small, one simple offer email a week. Keep it personal, keep it real, and you’ll soon see your online food ordering system buzzing with more activity than ever.
FAQs About Restaurant Email Marketing
- How often should I send emails?
Once or twice a week works fine. Enough to stay in their minds, but not enough to annoy them. - What kind of subject lines get the most opens?
Short and tasty ones. Think “Hungry?” or “Free Starter Tonight?” rather than long, fancy titles. - Can I use email marketing to promote dine-in offers too?
Of course. Mix it up, use it for both takeaway deals and in-house specials. - Do I need fancy tools to start?
Not really. Most restaurant ordering systems include basic email tools. If not, try Mailchimp or Brevo. - What’s the best time to send?
Late afternoons or early evenings work best. That’s when people start thinking about food.
