After being in the email marketing industry for years and having worked with varied industries (including the restaurant industry), one thing is clear – teams that invest in email as a revenue channel drive higher retention and stronger YOY revenue stability.
Email marketing creates measurable advantages for restaurants. Consumers generally spend around $166 each month on dinner outings, which means that every operator is fighting for a predictable share of that spend. Email is a direct way to earn that share.
When a customer joins your list, it’s because they want to, and they are more receptive to timely offers and updates. This control supports more predictable, repeat revenue. In this blog, I will break down some of the high-performing restaurant email marketing examples and the specific tips that will help you drive retention and increase performance.
Is Email Marketing Effective for Restaurants?
Simple answer? Yes, absolutely. In fact, it is one of the most reliable and profitable channels for restaurants.
Recent data shows restaurants can generate $38–$42 in revenue for every $1 spent on email. Targeted sends can drive 3-5× more revenue per email compared to broad blasts. Industry benchmarks also show strong engagement: restaurant email open rates across industries are about 42.35%.
This is important because operators rely on only two things to remain profitable-
- Retention
- Revenue Predictability.
Restaurants operate on thin margins. Many rely on repeat visits for long-term viability, and a large part of their revenue comes from repeat customers. Email gives operators a direct way to influence those return cycles in a timely manner with relevant communication.
Another fact that makes email particularly effective is that it operates as an owned channel. Restaurants determine the cadence, the messaging, and the segmentation strategy. Since there is intent, it makes the guests more receptive to new offers and announcements, building a personal connection.
Email also guides new customers from their first visit to their next one, turning them into loyal customers. It encourages repeat behavior and increases the value of each visit through focused communication. That steady lift in retention and spend is what drives long-term revenue growth.
Unlike platforms that change reach overnight, email performance stays consistent, especially when audience segmentation, email deliverability timing, and relevance and balanced and well-managed. Restaurants that rely on email as a primary channel see steadier weeks. Email pushes the behaviors that matter most, like reservations and repeat visits, and order volume. It is one of the few channels that keeps producing without outside interference.
Restaurant Email Marketing Best Practices For Winning Customers
In my 20+ years of marketing experience, I’ve seen what truly makes restaurant email campaigns effective. Here, I’m sharing some actionable tips to help you elevate your restaurant email marketing strategy:
- Divide your email list into targeted groups based on criteria like location, demographics, past purchases, and dining preferences. Then, utilize data collected from your website, POS system, or email marketing platform to tailor content for each segment to deliver personalized experiences that drive engagement and conversions.
- Create attention-grabbing email subject lines that include promotional offers and actionable language. Conduct A/B testing to identify the most compelling subject lines that drive traffic to your website or physical location. This has reported open rates of 46-50%.
- Invest in professional photography or encourage user-generated content to showcase pictures of your menu items and dining experience in the best possible light. This offers a 10% boost in open rates because emotive imagery stimulates cravings and prompts action, whether making a reservation or placing an order.
- Provide value beyond promotion by sharing informative content, such as cooking tips, behind-the-scenes glimpses, or profiles of your chefs and staff. Additionally, offer exclusive access to events or culinary workshops to position your restaurant as a trusted authority in the culinary space, building trust and loyalty with your audience.
- Since 41.9% of global email views are on mobile devices, optimizing your emails for smartphones and tablets is imperative. Use responsive design techniques to ensure your email templates adapt seamlessly to various screen sizes. Also, keep content concise, easy to read, and include clear calls to action.
- Make it easy for customers to take action by directly integrating online ordering and reservation capabilities into your emails. Include prominent buttons or links leading to your online platforms, streamlining the process and increasing conversions.
- 69% of email users from the USA have unsubscribed from business emails that are oversent. Strike a balance between staying top-of-mind and avoiding inbox fatigue by optimizing the frequency of your email marketing campaigns. When deciding how often you should send emails, there’s no one-size-fits-all. Test different cadences to determine the optimal frequency for your audience.
Restaurant Email Marketing Examples
With the fundamentals clear, here are some restaurant email approaches that have worked in the past. These aren’t generic examples, instead, they are specific, proven email formats restaurants use to increase revenue and stay top-of-mind with guests.
1. Free classic burger as a welcome gift
The first point of contact with a customer is and must be the welcome email. It sets the tone and shapes the relationship.
Backyard Burgers makes this moment count. The email opens with a simple promise: a free classic burger on the first visit. The expiration date sits right there. Clear. Direct. No confusion. The visual is clean, and the offer stands front and center. Guests know exactly what they get.
But why does this work in a sea of emails? Because it triggers the behavior you are going for – a simple visit to the store. A guest will never let go of the opportunity of getting something for free, a free burger or a free dessert – they love it. Some of them may also order something extra. And many of them will probably return if they like what you’re selling. You create the first cycle of retention without pushing too hard, making it look like a solely promotional email. This way, they know that subscribing has real value and it’s not just for generic updates.
This is how you turn a sign-up into a paying customer.
2. Create FOMO with 1,682,581 orders
When you’re craving a salad bowl, your mind probably instantly goes to Sweetgreen. Why? Because they understand how to turn a single dish into a demand engine.
This particular email example opens with a strong visual of the hot honey chicken bowl. Directly below it, they mention the exact number of orders the dish received — 1,682,581+. That number alone builds curiosity and urgency. The subject line “Feeling hot, hot, hot!” primes the expectation before the open.
They have also established relevance with the customer tweet mention. And they have highlighted the protein count to appeal to health-focused guests. Who wouldn’t be tempted by a low-calorie, nutritious, and tasty bowl of salad?
This structure works wonders for them because it uses social proof to create FOMO. It also positions a single menu item as a driver of visits. Guests see popularity, they act faster. This drives immediate orders, especially for trending items.
3. Drop some personalization
The Charlie Palmer Group has taken a different approach here. They added a personal voice to the campaign so people can relate.
In their “Negroni Week is Coming” email, the bartender introduces his personal take on the Negroni. He signs the note. He explains why the cocktail matters to him. The message feels intentional instead of automated.
These personalized emails works because it gives the guests a sneak peek into the work and thoughts that go into creating the menu. There is credibility as well as warmth. It shows the brand’s expertise instead of generic marketing language. It also increases interest in featured items because the story comes from the person who makes them.
4. Create excitement with seasonal menus
Restaurants like to spice things up by rolling out limited-time, season-inspired menus to
- a) create a sense of urgency and
- b) attract more customers.
“Spring Sensations,” curated by corporate chef Eric Parker, opens with a set of visuals from the seasonal menu. The images highlight fresh ingredients and variety. The dishes are displayed clearly so guests can imagine the flavors.
The email also adds a limited-time offer, which turns interest into urgency. Seasonal menus work because they give people a reason to visit now. Once the season ends, the opportunity disappears. This way, they get foot traffic in specific seasonal windows.
5. Attract customers with interactive content
If the ‘Eat Mor Chikin’ cows were basically part of your childhood, this email lands instantly. In this email, Chick-fil-A, has changed the usual format and made this email interactive with a crossword puzzle.
The puzzle contains clues that hint at menu items. Guests spend more time inside the email because they want to solve it. The interactive element creates curiosity and improves dwell time.
This approach works because interactive content forms a stronger memory. It adds playfulness to the restaurant’s branding. It increases click-through rates. When guests associate your emails with enjoyable experiences, they stay engaged longer. It’s a fantastic way to leave a lasting impression.
Consider adding other interactive elements like puzzles or quizzes to your emails. Not only will this boost your click-through rate, but it will also keep your brand top of their mind.
6. Announce local partnerships and event invites
GoldBelly uses partnerships to create relevance around major events.
In their campaign with Masters, they introduce home watch-party kits. The visuals are clean. The offer is event-linked. The “Shop Now with Free Delivery” button is placed upfront. The email also states that the offer is limited to April, which adds a deadline.
This format works because mentioning event details in a campaign looks like seasonal campaigns. They create timeliness. A partner brand adds credibility. A well-defined event gives customers a reason to order now instead of later.
7. Book them a private dining manager
Holiday time = quality time with family and friends. And when you get a private dining offer during the busiest season of the year, would you miss it?
Eddie Merlot uses the holiday season to boost private dining bookings. Their email showcases elegant visuals, which reflect the premium dining experience. The message invites guests to book private events through a dedicated dining manager. The booking CTA is clear. The gift card incentive has a redemption window, which pushes faster decisions.
Such emails work because the per booking is significantly higher than the average table spend. A dedicated CTA along with the holiday promotions email reduces friction. Holiday periods increase search intent for group bookings. This drives high-margin revenue and strengthens relationships.
8. Rewarding loyalty is a win-win!
You’re at your favorite food spot, and they offer you something extra just for showing up. Pretty sweet, right? That’s why most consumers prefer brands that reward them over those that don’t.
Keystone’s Bar & Grill leans heavily on loyalty. Their “We love you too. Next one’s on us” email sets a friendly tone. The message feels one-to-one instead of automated. They offer tangible rewards like free burgers or beverages. They keep the communication simple and personal.
This type of email works because loyalty programs influence predictable behavior. Guests return more often when they feel acknowledged. Research shows that loyalty-focused brands can see up to a 43% increase in annual sales.
9. Give an insider sneak peek
Who doesn’t wonder what happens behind the scenes at their favorite restaurant? Give customers early access to new menu items. Apres-Ski taps into curiosity by offering subscribers early access to new menu items.
The email shares seasonal specials paired with appealing images. The names of the dishes create intrigue. The layout makes the experience feel premium. The booking button is placed where guests expect it.
This approach works because exclusivity changes the way subscribers interact with your brand. When you give them access before the general public, you create a VIP mindset. These guests are more likely to book. They also engage more with future campaigns.
10. Win their appetite back by retargeting
Patina Restaurant Group focuses on win-back behavior. Their “We miss you” email is simple and polite. The message reminds guests of what they’ve been missing without pushing too hard. The point of these messages is to remind them you’re there while offering an incentive to win them back.
This email highlights that subscribers receive updates first. They include a strong visual to spark appetite. They offer a “Manage Your Preferences” option to give people control over their experience.
This format works because many inactive subscribers don’t disengage intentionally. They drift. A light nudge brings a portion back. Win-back emails often generate high ROI because the audience already knows the brand.
11. Make their birthdays special
Longhorn Steakhouse uses birthday emails to create a personal experience.
The email leads with a celebratory visual. The message invites the guest to enjoy a meal at the restaurant. Desserts are on the house. The offer is limited. The tone feels warm and genuine.
Birthday emails work because personal milestones drive emotional loyalty. Guests appreciate acknowledgment on their special day. When they come in for the birthday offer, they often bring others. This increases table size and average order volume.
Benefits of Email Marketing for Restaurants
As a restaurant owner, did you ever think that you would get a chance to directly communicate with your consumers on a regular basis? Imagine how easy it is to get them to keep coming back (and it doesn’t depend on just the food). Email does that for you and in a reliable way, too.
Here’s what email actually delivers for a restaurant –
1. Consistent Traffic on Slow Days
Every operator knows the weight of a slow Tuesday. A well-timed email can change that. A chef’s special. A limited offer. A reservation nudge. Email shifts demand without requiring discounts plastered all over social.
2. Higher Repeat Visits
Guests forget. Life gets busy. Email brings the brand back into their week. A reminder about a new menu item. A story from the kitchen. A simple nudge. These touches pull guests back into the dining cycle and keep retention steady.
3. Higher Spend Per Guest
Upsell emails work because they hit the inbox when intent is high. A guest books a table and receives a pre-visit message highlighting exquisite pairings or new dishes. Small lifts per visit compound across the month and show up in revenue reports.
4. A Growing Owned Audience
Every email collected today is a long-term asset. The reliable data becomes a revenue engine that does not fluctuate with paid ad costs or platform reach. Restaurants that grow their list consistently experience stronger YOY stability.
5. More Predictable Revenue Weeks
When email cadence and segmentation are dialed in, operators gain something rare in this industry. Predictability. They can push demand during lulls. They can activate dormant guests. They can balance promotional cycles. Email gives operators the levers to stabilize the business.
Final Thoughts
When it comes to email marketing for restaurants, remember that it transcends beyond metrics and conversions. The sole purpose of using email marketing is to drive authenticity and build community by delighting your guests at every opportunity.
Take what you’ve learned and approach your marketing with fresh energy. Use these restaurant email marketing examples to create emails that genuinely connect, campaigns that capture attention, and experiences that stick with your diners.
Get in touch with InboxArmy if you need help crafting compelling email campaigns.
