The Ultimate Guide To Restaurant Industry Copywriting

In this guide, I will teach you everything you need to know about writing copy for the restaurant industry. 

Whether you need to freshen up your website or you’re trying to write better captions on your social media, you’ve come to the right place to learn how to grow your customer base using the power of words.

This is the most comprehensive guide to restaurant industry copywriting online—I guarantee you won’t find this much free information, insider tips, and practical advice anywhere else on the internet.

In this article, you’ll learn:

• The fundamentals of restaurant industry copywriting
• How to differentiate your restaurant from local competitors
• How to write copy for your website, emails, ads, social media, menus, and more
• How to do local SEO—the best (and easiest) way to get your website in front of thousands of people for FREE
• About FREE tools to help you write great copy

I’ve worked with restaurants for 25 years, and every successful location that grew consistently year after year used what I’m about to show you in this guide.

Let’s dive in.

Understanding the Basics of Restaurant Industry Copywriting

To truly understand and execute copywriting well, you must first master the fundamentals. 

A person learning to draw starts by sketching lines, circles, and squares…

We’re going to do the same right now by covering copywriting’s fundamentals—which are:

• Determine your copy’s main goal
• Keep readers engaged
• Clarity is always the goal
• Be concise
• Use persuasion
• Use social proof
• Write like you’re talking to a friend

If you exercise these principles when writing your copy, you’ll outperform most competitors in your area. 

But before we go any further, let’s look at the definition of copywriting. 

What is copywriting?

Copywriting is the craft of creating persuasive text (copy) aimed at informing, enticing, and convincing potential customers or clients to take a specific action, such as making a purchase, signing up for a newsletter, or engaging with a product, service, or brand.

Awesome—so, our goal is to write words that inspire people to take action—more specifically, our goal is to write words that inspire people to visit your restaurant or place an online order for pickup or delivery.

Restaurant industry copywriting isn’t any different from traditional copywriting except that it targets people wanting to go out to eat, and it’s our job to show them that your restaurant is the place to grab that bite to eat.

All copywriting is built on its fundamentals (remember, lines, circles, and squares).

So, let’s begin by learning the building blocks of copywriting. 

Always start by establishing your copy’s purpose.

Every time you sit down to write copy, ask yourself— ”What is the main objective of my copy?”

What do you want your readers to do after they've read the words you wrote on your website, email, social media post, etc.?

This focus ensures that every element of your copy serves a purpose, directing your audience toward your desired outcome.

Once you’ve established your copy’s main objective, always start with it—don’t state what you want people to do at the bottom of your messaging.

Come right out and say it so they know exactly what you want them to do.

Keep readers engaged.

Capturing and maintaining your audience's attention is crucial in a world awash with information. 

Engage readers with compelling headlines, interesting leads, and content that addresses their needs, interests, or pain points. 

Use storytelling, humor, or intriguing facts to draw readers in and keep them interested throughout your piece.

The goal of every line you write is to get readers to read the next line. Go through it word by word if you have to, but when writing copy, you must be very intentional with your words. 

Clarity is always the goal.

This one is a BIG deal—clarity is the number one goal when writing copy.

If the person reading your copy is at all confused by what they’re reading, you’ve already lost them.

There are too many other restaurants in your local area for customers to waste time deciphering what the hell you’re trying to say. 

If your messaging is confusing, they will go to your competitor's business—it’s that simple.

Always shoot for your writing to be at about an 8th or 9th grade reading level. 

You might be an amazing writer, but leave the flowery prose for your creative writing class—we want copy that’s crystal clear and tells the reader exactly what you want them to do.

Be concise and get to the point. 

With attention spans shorter than ever, brevity is key.

Eliminate unnecessary words, and get to the point quickly. 

Concise writing doesn’t mean leaving out important details but rather presenting your message in the most efficient way possible. 

Every word should earn its place on the page.

Be persuasive and motivate readers.

Persuasive writing is the heart of effective copywriting. 

Use emotional appeals, highlight benefits of your business(not just features), and craft compelling calls-to-action (CTAs) that motivate your readers to take the next step.

Persuasion involves understanding your audience’s motivations and tailoring your message to align with what truly matters to them.

For example, if you own a traditional multi-generational Italian restaurant, share the story of how your grandparents started the restaurant—how they came to this country and brought their recipes with them, and if the reader comes in to eat, they too can experience authentic old-world Italian cooking.

I don’t know about you, but if I read that story, I’d be climbing into my car to go check it out. 

Build trust with social proof.

As a restaurant owner, you know the power of reviews. A whopping 97% of people read restaurant reviews before going out to eat.

You don’t want potential customers only reading reviews on sites like Google, OpenTable, Yelp, and TripAdvisor, although you can control those reviews if you buy the right software.

Putting social proof on your web pages, emails, and social media posts significantly increases trust in your restaurant brand and food, as the experiences of others has an influence on people. 

Showcasing positive feedback helps to convince hesitant customers to come in and eat.

Write like you’re talking to a friend. 

Writing like you’re talking to a friend helps people to feel valued and included. 

This approach helps to break down barriers and create a sense of connection with your customers. 

When writing, picture your best friend, sibling, or any close relative and write like you’re talking to them. 

Obviously, keep the tone and content appropriate to your audience, but avoid sounding stiff and formal. You want people to know your restaurant is a warm and inviting place.

Once your writing is complete, read it out loud. If it sounds funny, or not how you’d talk with your friends, start over. 

By sticking to these principles, you can craft copy that not only captures attention but also effectively communicates your message, persuades guests, and ultimately achieves your marketing goals. 

A fun exercise you can do is to look for these fundamentals in other forms of advertising and marketing as you go about your day. 

Dissecting other restaurants' copy will help you create your own because it will sharpen your sense of what works and what doesn’t in their messaging. 

Remember, the essence of copywriting lies in understanding your audience deeply and engaging them in a meaningful way that prompts action.

This brings us to our next section…

Fully Understand Your Customer Demographic

Understanding who you're speaking to is the cornerstone of effective copywriting. Before a single word is crafted, it's crucial to identify and comprehend your target audience.

Your target audience, of course, is your ideal customer. 

This principle applies to all copywriting, but it can be especially easy for restaurant copywriting to fall into the trap of thinking, “Everyone is my customer. I need to write copy that appeals to everyone.”

It’s a common mistake for newbie copywriters, and I’m here to help you avoid it.

The problem with speaking to “everyone” is that it comes across as if you’re speaking to no one in particular. 

We want your copy to speak directly to someone's wants, needs, and desires, and taking a broad approach makes your copy extremely ineffective. 

So ask yourself, who is your ideal customer?

The customer demographic for a dive bar will be very different from that of a fine-dining restaurant in the wealthy part of town, and your copy should reflect that—it needs to connect with whoever its target audience is.

Start to create your ideal customer by researching these things:

• Age
• Gender
• Education
• Social Class
• Location
• Yearly Income
• Spending Habits

Using this information will help you write more targeted copy for your customers. 

For example, the owner of a bistro in the financial district might have a demographic of 30-50 years old, male and female, college educated, upper middle class, live downtown or nearby, and earn around six figures a year. 

Armed with only this information, it’ll go a long way toward crafting the copy that gets more of these people through the door.

Here are a few examples of demographics and the angle you can take when writing copy to target them:

• Locals: Chat about your restaurant's role in the local scene, your love for local ingredients, or how you're the perfect spot for community gatherings.

• Tourists: Shine a spotlight on your proximity to local attractions, offer a taste of the region's cuisine, and make sure visitors from afar feel right at home.

• Families: Let them know you're all about making dining out with kids a breeze. Highlight your kid-friendly menu, fun amenities, and why parents love you.

• Business Diners: Talk about your speedy service, quiet corners for meetings, and dishes that impress without the mess, perfect for a business lunch.

Jack In The Box ads for late-night food is the perfect example of knowing your audience. 

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JITB knew that the people coming in to buy food at 1 AM were the party crowd—people with the munchies after smoking pot or slamming beers at the bar.  

Their ads struck a chord with the late-night crowd, and 17% of business comes during the 10 PM and 4 AM time period. 

They understood their customer demographic. 

By getting to know your audience and tweaking your copy to meet their specific tastes, you'll not only draw in a more diverse crowd but also build stronger connections, encouraging them to keep coming back. 

And remember, understanding your audience is a continuous journey. 

Keep the conversation going, listen to their feedback, and always be ready to adjust your approach to stay in tune with their evolving preferences.

What Is Your Unique Selling Proposition

Now that you fully understand your target demographic, it’s time to tell them why they should dine with you with your unique selling proposition. 

Your USP is that one thing that makes your restaurant uniquely awesome. 

It's the reason people will choose you over your competitor. 

It could be your farm-to-table approach, your family recipes handed down through generations, or it's an unforgettable dining experience you offer. 

Whatever it is, your USP sets you apart in a crowded market. It's not just a feature; it's the compelling reason why that feature matters to your customers.

How to identify your unique selling proposition.

Discovering your USP can feel difficult because people tend to overthink it, but often, it’s right in front of you. 

Here's how to uncover and articulate it:

1. Look at Your Story: Often, your USP is woven into your restaurant's story. What inspired you to open your doors? Is there a unique history or culture behind your cuisine?

2. Consider Your Offerings: Do you have a signature dish no one else can replicate? A special ingredient or cooking method?

3. Think About the Experience: Sometimes, it's not just what you serve but how you serve it. Do you offer an ambiance or level of service that others can't match?

4. Ask Your Customers: Feedback can be incredibly revealing. What do your regulars say keeps them coming back?

Once you've pinpointed your USP, it's time to put it into words. Keep it simple, memorable, and focused on the benefit to your customer. Your USP should answer the diner's question, "Why should I eat here?"

For example, to keep with the multi-generational Italian restaurant theme, they could have a USP that said:

“Old World Italian Recipes Served Daily.”

Or if someone has a BBQ joint that doesn’t use any gas assist smokers, they could say:

“Only 100% White Oak Smoked Meats.”

BBQ connoisseurs will immediately understand this statement and know it’s done the old way without the help of gas.

To use another example that everyone will understand is the USP from Amazon:

“Amazon provides access to huge choice selection, at low prices, with fast delivery.”

It’s not a restaurant USP, but it helps drive home the point of what you're trying to create. It should be short, simple, and to the point—just like copywriting should be. 

How To Write Restaurant Industry Copy Across Multiple Platforms

Now that you understand the fundamentals of restaurant industry copywriting let’s put those hard-earned skills to the test. 

In the following sections, you’re going to learn how to write copy for your:

• Website
• Menu
• Social Media
• Email and SMS
• Blog

Improving your messaging on these platforms will grow your customer base, boost visibility, and set the stage for growth and increased profits. 

Let’s dive in.

Copywriting For Your Restaurant’s Website

Writing copy for your website requires you to really lean into the fundamentals we learned earlier in this article.

Every word needs to be strategic and thought out because you don’t have the space that an email or blog post allows. 

Let’s review what we need to focus on when writing copy for your website. 

• Know your audience
• Establish your copy’s purpose
• Be clear and persuasive
• Use social proof
• Write like you’re talking to a friend 

Your website can often be your customers’ first point of contact with your business, so keep these fundamentals in mind when writing—every word counts.

Hook ‘em with the headline on your “Homepage.”

Your headline must set the tone and tell people exactly what to expect when dining at your restaurant. 

If you were to look at your competitors, you’d more than likely see that NO ONE does this simple step. 

That’s because they either don’t know better (the most likely reason) or because it’s too hard. 

Check out this example: The Rock Wood Fired Pizza— they did a killer job with their headline.

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Straight to the point, you immediately know their food is cooked in a wood-fired oven, and all menu items are inspired by rock' n’ roll. 

People get a sense of what The Rock offers, and clearly, they know their target audience. 

Tell your story.

Share your restaurant’s story on your “About” page—sometimes labeled as “Our Story.”

Use this page to tell your story so customers can learn what makes your restaurant unique. 

‍Smith and Wollensky Steakhouse has a great about page labeled “Our Story.”

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They use multiple slides covering their restaurant's past, present, and future.

This is your opportunity to connect on a personal level. Share your passion for food, your mission, and the story behind your restaurant.

Avoid this rookie copywriter mistake, though…

Even though your “About” page is about your restaurant, you need to write it so your customer is the star of the show. 

I know it sounds weird, but if our goal is to get more customers to connect with your brand, you need to make every word about your customer.

For example… 

Great About Page:

"Our family-owned restaurant, inspired by Grandma's kitchen, offers a cozy dining experience where every guest is treated like family, featuring locally sourced, organic ingredients to bring you healthy, mouth-watering dishes."

Bad About Page:

"Founded in 2020, we've used advanced cooking techniques and high-tech kitchen equipment, constantly experimenting with fusion recipes to redefine dining, supported by our extensive background in culinary arts and gastronomy awards."

The “great” example focuses on the customer experience, emphasizing a warm, inviting atmosphere and the food quality, making it relevant and appealing to the reader. 

While impressive, the “bad” example focuses too much on the restaurant's achievements and techniques, missing the opportunity to connect with the customer's desires and emotions.

When writing content, use more “you” sentences than “we” sentences. People want to know what’s in it for them, not about how amazing you are. 

Encourage customers to take action with a clear call-to-action (CTA).

You know what call-to-actions are, even if you’re not aware of it. It’s that last bit of information telling you what to do after reading a website, email, or blog post. 

It will appear on your website as buttons, like this example from Lucha Libre Taco Shop.

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When people see a call to action, it should be clear, concise, and intuitive. 

Don’t try to be cute and clever in these moments—your regulars might understand an inside joke, but new customers won’t; it will make them feel alienated and excluded, pushing them away.

Not including a call-to-action will leave your customers thinking, “What do I do next?” 

Customers should know exactly their next step because you told them how to take it. 

Build trust with social proof. 

Customers don’t want to risk spending their money on bad food or a bad experience, so they turn to social proof to reduce the risk of making a bad decision.

Think about it: Do you ever go to a new restaurant without first looking at its website and then seeing what others say about it on Yelp and other listings?

We covered social proof in the “copywriting fundamentals” section, but this is where you get to put it to work. 

For example, Lucha Libre has been featured in many national outlets, and they show that on their website. 

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Notice how the Travel Channel and Food Network are first in line?

That’s because those stations feature remarkable places to eat around the world—if a restaurant is featured on their channel, there’s a good chance the food is freaking delicious. 

If your restaurant hasn’t been featured anywhere, use customer testimonials. 

These work just as well, if not better, because they are real people who’ve experienced your restaurant firsthand and are giving honest feedback. 

Cali-BBQ shows these Yelp reviews on their “Homepage.”

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Don’t skip the social proof, and you’ll see a more engaged and interested customer base because they walk through the door already trusting what you offer. 

That should cover the bulk of your website—thankfully, restaurant websites are relatively simple, with a homepage, about us page, and testimonials peppered throughout. But we now need to cover the make-it-or-break-it moment for customers…

Your menu. 

How To Write Menu Descriptions

Menu descriptions are the deciding factor in attracting customers. If they’re on the fence about coming in or ordering online, your menu needs to knock them off their socks with sizzling descriptions.

Let’s dive in. 

Use words that speak to your senses. 

I’m talking about words like:

• Creamy
• Crispy
• Tart
• Bitter
• Sweet
• Crunchy
• Cool
• Hot
• Salty
• Ripe 
• Rich
• Earthy
• Tangy

You get the idea—sensory words help customers imagine what it’s like to eat the dish. 

We need to assist their imagination with sensory words so they have that “That’s it! That’s what I’m getting” moment. 

Let’s look at two examples, and you decide which one sounds better to eat.

Example A: 

“Shredded beef tacos”

Example B:

“Slow-roasted shredded beef tacos with crunchy shells, crisp shredded lettuce, fresh tomatoes, and tangy sour cream”

I’m not sure about you, but example B sounds much more appetizing to my belly than example A.

Highlight key ingredients.

People need to know what’s in the dish, but they don’t need to know every single component of the dish.

If you’re serving waffles, you don’t want to list every ingredient that goes into the batter unless something makes it stand out, like chocolate chips or bacon (if you haven’t tried a bacon waffle, I seriously suggest you try one).

To use our waffle example, the description would look something like this if I owned a restaurant:

“Warm golden chocolate chip waffles dusted with powdered sugar, freshly whipped cream, rich maple syrup, and a side of delicious vanilla butter.”

Notice the sensory words? 

This description shares the essential ingredients but doesn’t launch into a full-blown breakdown of what goes into the dish—no one wants to see canola oil in a menu description. 

Tell a story.

If a dish has an interesting story, share it with your customers. Maybe it’s an old family recipe or has a special cultural significance to the cuisine you’re serving.

You don’t need to do a deep dive into the dish's back story, but a few words that’ll help guests connect more with a dish, making it memorable. 

For example, if you serve paella, you can say, “National dish of Spain.”

Four words, nothing crazy, but now customers know paella is a super popular dish in Spain, and if they’d like to experience a small piece of Spanish culture, they can order it.  

Appeal to lifestyle and dietary preferences.

Label dishes that cater to specific dietary needs or lifestyles (e.g., vegan, gluten-free, keto) clearly state this. It helps customers make informed choices and feel included.

It also saves your staff time as these are common questions from customers. 

People with these lifestyle and dietary restrictions will be looking for these words in menu descriptions, oblige them, and label these ingredients clearly. 

Emphasize freshness and quality. 

Thanks to platforms like The Food Network and the Travel Channel, not to mention a slue of YouTube channels, people, in general, are much more educated about food than ever before. 

Add to that the massive health movement that’s taken place over the last 15 years, and you’ll see a significant amount of interest in freshness and quality.

If your restaurant makes food with locally sourced, fresh ingredients, you need to share the hell out of that. 

It immediately signals to guests that you care about what you serve and that dining with you is worth the investment. 

If you work with local farmers, put the farm's name in the menu description.

For example:

“Reister Ranch lamb chops with AprilJoy Farms asparagus risotto topped with creamy spring herb compound butter.”

This menu description screams freshness and quality, and a quick Google search of the farms by curious customers will reveal how closely the ingredients were grown and raised. 

It helps customers feel connected with the area and injects a level of pride that someone in their community helped create such a magnificent dish.

Be descriptive, but be brief. 

Menus, by nature, don’t allow for long descriptions of food items. 

Can you imagine picking up a menu with a giant block of text or  looked like a detailed instruction manual?

It’s intimidating, confusing, and turns customers off.

Keep descriptions concise and to the point. Overly long descriptions can overwhelm the reader. Aim for a balance between informative and engaging without being verbose.

How To Write Copy For Your Restaurant’s Social Media

If your restaurant isn’t on social media yet, this is your sign to start immediately. 

I hear many restaurant operators moan about the consistent work required to keep the platform fresh, but when done correctly, the results are more than worth the effort. 

Think about it: Everyone is on social media, so why wouldn’t you go where your customers, old and new, are hanging out? 

Restaurants also have an amazing advantage over other businesses on social media, too—let me explain. 

Social media is driven by visual content, meaning there’s always a picture or video that accompanies the message that someone is trying to share. 

Being a restaurant means you have TONS and TONS of visual content to share with the world—after all, we eat with our eyes first, don’t we?

You can share:

• Food dishes
• Drinks
• Pics of the dining room
• Pics of the bar
• Behind-the-scenes images of employees making customers' favorite menu items
• Customers enjoying the food and dining room
• Outdoor areas
• Special events

You get the idea—it would be ludicrous not to share what’s going on with your restaurant. 

This brings us to why we are here: How do you write the messages that accompany the images? 

Know your customers.

We know this from the fundamentals of copywriting, but it always starts with knowing your customers.

Understand who your followers are and what they like about your restaurant. Tailor your messages to fit their interests, preferences, and dining habits.

Be authentic and personable.

Show your restaurant's personality. 

Let your brand voice shine through your copy, whether humorous, sophisticated, or down-to-earth. 

Personal stories, behind-the-scenes glimpses, and staff introductions can make your brand more relatable.

Injecting personality into your writing can be intimidating at first, but you’ll quickly see that authenticity is what connects with customers. 

Wendy’s knocks it out of the park with being personable and authentic. 

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They lean heavily on humor in their brand voice, and it works really well. 

People don’t expect hilarious, snappy comebacks from such a corporate giant, but this sense of humor and willingness to take risks has earned Wendy’s 1.1 million Instagram followers.

Have a consistent brand voice.

Using Wendy’s as an example again, you can see they have a consistent brand voice. Their style is humor, but you can choose anything you like.

For example, if you run a high-end restaurant that offers multiple courses of molecular gastronomy, then humor won’t fit your brand voice as well. 

You’d want to take a more serious approach that shows a dedication to innovation, quality, and experience. 

A unified brand voice also aids in brand recognition, making your posts instantly identifiable in a crowded social media feed. 

To achieve this, develop a style guide that outlines your brand’s tone, language, and messaging pillars. 

Ensure everyone managing your social media channels is familiar with this guide, creating a cohesive and recognizable brand experience across platforms.

Create sharable content and encourage customers to participate

Craft posts that people will want to share with friends, like unique dishes, special promotions, or fun events at your restaurant.

Sharable content gets your posts in front of new customers and helps bring them in. For example, my wife ran an Instagram page for a restaurant in Los Angeles, CA, and she posted a wonder pic of a slice of key lime pie. 

It BLEW UP.

Hundreds of people shared it, and for the next several weeks, the restaurant consistently sold out as soon as it was made. 

Share that delicious food!

You can also ask questions, run polls, or start challenges to encourage followers to interact with your posts. Engagement can boost your visibility on social media platforms. 

Stick to your brand voice, know your customers, be personable and authentic, and use the fundamentals of copywriting, and your restaurant’s social media presence will flourish. 

How To Write Copy For Email And SMS

Email and SMS copywriting can be your most powerful tool. Social media and general promotions are more “in the wild,”—meaning you have to get lucky that your target demographic stumbles across your ads.

Email and SMS, on the other hand, go directly to the people you want to talk to, so when you send them messages, you have to make them count. 

Let’s look at how to craft email and SMS copy that lands directly in their phone or computer. 

Email copywriting—you’re most valuable asset. 

While email has been around for decades, most people overlook this asset. 

Why is your email list so valuable?

Because you own 100% of the names and addresses on that list—it’s a direct link to your customers that no one can take away. 

For example, if you have a massive following on Instagram, but they suddenly change the algorithm and your traffic plummets, your business will tank. 

Or, if, for some reason, they decide your content is inappropriate, they can lock you out of your profile, and there’s literally NOTHING you can do about it. 

I’ve seen it happen before, and it’s brutal to watch. 

Keep leveraging social media, but you should be building your email list every day so you always have a guaranteed link to your customers. 

Ok, let’s get into it. 

1. Craft a Compelling Subject Line:

Your subject line should grab attention and encourage the recipient to open the email. Use action words, urgency (without sounding spammy), or personalized elements like the recipient's name.

Here are a few examples

• “Exclusive Invite: Taste Our New Fall Menu First!"

• "Your Table Awaits: Enjoy 20% Off Your Next Visit "

• "It’s Almost Over: Last Chance for Your Summer Favorites!"

The goal of your subject line is to get your email opened—people are bombarded with emails ALL DAY, so make your subject line count.

2. Personalize Your Emails:

Craft emails that speak to your target customer—use their name and tailor content based on their preferences or past dining history. Personalization increases engagement and conversion rates.

Doing this manually would be a nightmare, so I suggest using a CRM (customer relationship management) software that collects your customer data like times visited, what they ordered, and preferences. 

You can then create emails based on your CRM analytics.

Look at companies like:

• OpenTable
• Sevenrooms
• Toast
• Upserve
• Olo

3. Keep It Clear and Concise:

We know this already from learning our copywriting fundamentals, but it’s worth repeating for emails. Get to the point—people don’t have all day and want to know why you’re reaching out. 

Tell them in your first sentence.

4. Include Visually Appealing Images:

Some restaurant operators might be intimidated by this idea, but I can assure you it’s not that difficult. 

If you have a modern phone, you have the capabilities to take some decent photos for your email.

Follow the link to this video on how to shoot food on your phone, and you’ll be set. 

After that, jump on something like Canva, and you can use free templates to make professional-looking emails. 

Check out this great image in an email from Giraffe.

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Anyone with a phone and a few tricks up their sleeve about how lighting works can easily recreate this image. Put in the effort, and you’ll see the reward of interested customers. 

5. Use a Clear Call-to-Action (CTA):

Ok, you’ve got your customer to open the email with the catchy subject line, you told them why you’re reaching out, and they like what they see in the image, now, you have to seal the deal with a call-to-action—aka CTA.

A CTA is a clear direction of what step you want them to take after reading your email.

In the example above, you can see that Giraffe is asking customers to “Book Now.” 

This is the typical CTA for restaurants—or something along the lines of “Give Us A Call” or “Order Now.”

In this example, we can see that Trestle wants customers to “Make A Reservation.”

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Make your CTA clear, concise, and direct. 

The correct way to write SMS for restaurants. 

SMS stands for “short message service,” aka text messages. 

Using SMS as a link to customers has a ton of benefits:

• Increased customer loyalty
• Hyper-targeted
• Boost customer reach
• Increase sales
• It’s easy
• Cost-effective
• Great ROI

Here’s how you can write effective SMS copy for your restaurant.

1. Start with a clear purpose: Each message should have a clear objective, whether promoting a special offer, announcing a new menu item, or reminding about a reservation. This focus helps you craft a concise message.

2. Keep it short and sweet: SMS messages have a limited character count, usually 160. Get straight to the point to ensure your entire message is seen without opening a second message.

3. Personalize the message: If your SMS platform allows personalization, use the customer's name. This can make your message feel more direct and personal, increasing engagement.

4. Offer real value: Your SMS should offer something valuable to the recipient, such as exclusive discounts, early access to bookings, or event information. This ensures they continue to welcome your messages.

5. Use a clear CTA: Make it clear what you want the recipient to do next, whether it's visiting your website, making a reservation, or showing the SMS in person for a special offer. Use short, action-oriented phrases like “Book now,” “Show this text,” or “Reply YES.”

6. Create a sense of urgency: Phrases like “Today only,” “Limited spots available,” or “While supplies last” can motivate immediate action.

7. Be sure it’s easy to read: Even in a short SMS, readability matters. Avoid using all caps (which can feel like shouting) and use abbreviations sparingly to ensure the message is clear and professional.

8. Use emojis carefully: Emojis can add personality and catch the eye, but use them sparingly and ensure they are appropriate for your message and brand voice.

9. Preview and test your message: Before sending out a mass SMS, preview your message or send a test to yourself or a team member. This helps catch errors and ensures the message appears as intended on different devices.

Here’s an example of a great SMS message:

"Hey [Name]! Craving your favorite pizza? 🍕 Enjoy 20% off your next order with code PIZZA20. Valid till Sunday. Order now: [Link] To unsubscribe, reply STOP."

You’re not here for a full breakdown of how to execute SMS marketing, but I will give you this one tip: DO NOT send text messages more than once, maybe twice a month. 

Sending messages to confirm orders, reservations, etc., is fine, but for the love of God, don’t start sending messages every few days or even once a week. People will get tired of it very quickly and remove themselves from your phone list. 

You need only send a gentle reminder of loyalty points, follow-up messages, or current specials, and your customers will love you for it. 

How To Write Copy For Ads And Promotions

Writing copy for your restaurant’s ads or promotions means starting again with the fundamentals of copywriting.

• What is your copy’s purpose
• Clarity is king
• Know your audience (target demographic)
• Be concise
• Be persuasive

Ads and promos especially require you to be clear and concise because you want your message received in a matter of seconds.

No one will take the time to read big blocks of text on promo ads—it just doesn’t work.

A large part of ads and promotions is the image used, and while we focus on the words you need to get your ad message across clearly, I want to set you up for success—so here’s some advice on images and graphic design.

1. Avoid using stock restaurant photos: Stock photos can give customers the wrong idea about your restaurant. Customers will immediately categorize your restaurant as untrustworthy if the food, decor, or ambiance doesn’t match your brand in the stock photo. They came because of what they saw in the photo—if you can’t deliver that experience, don’t advertise it. 

2. If you can’t do it, hire someone who can: You might have an idea for an ad, and you can write all the copy for it thanks to this guide, but if you can’t put together the images and design, find someone who can. These days, you can find decent help on sites like UpWork and Fiverr for a pretty decent price. Or ask around the restaurant for anyone who might have the ability. Either way, hiring someone to make the image for you will save a ton of time.

Ok, back to writing copy for ads and promotions.

Craft a Compelling Headline

Your headline is the first thing people will see or hear. It should grab attention, convey the main benefit of your offer, and encourage the audience to read or listen further.

Highlight Benefits, Not Just Features

Focus on how your restaurant or offer benefits the customer. Instead of just listing features (e.g., "fresh ingredients"), explain why that matters (e.g., "savor the freshest, locally sourced ingredients for a truly unforgettable meal").

Customers need to know what’s in it for them. For example, listing that a car has a convertible roof isn’t as compelling as, “Race to your next adventure with the top down and wind in your hair.”

Use Clear and Concise Language

Traditional ad spaces are often limited, so make every word count. Avoid jargon and overly complex language. 

Your message should be easy to understand at a glance or on first listen.

Include a Strong Call to Action (CTA)

Tell your audience exactly what you want them to do next, whether it's to visit your restaurant, call for a reservation, or check out your website.

Use action-oriented language that creates a sense of urgency.

Leverage Emotional Appeals

Emotions drive actions. Whether it’s the joy of sharing a meal, the comfort of traditional dishes, or the excitement of trying something new, tap into the emotions associated with dining at your restaurant.

Proofread and Test

Always proofread your copy for errors and test different versions if possible. This can be through focus groups or A/B testing in similar market segments to see what resonates best. 

Your focus group could be just showing it to your staff and regulars a mockup ad, then asking them which one they like best. The one with the most votes is the winner.

Ads and promos work in tandem with the images—get them both right, and you’ll see new customers walking through the door. 

Now, let’s look at the number one way to get new customers walking through the door every day for FREE. 

The Quick Guide To Local SEO For Your Restaurant

What I’m going to cover here are the absolute basic necessities to help your restaurant’s SEO. 

The subject of restaurant SEO can go deep, but we’re sticking with steps you can take today to help your restaurant rank higher on Google and other search engines.

What is SEO?

SEO stands for Search Engine Optimization, and it’s the steps and techniques businesses take to help their website rank higher on search engines like Google. 

When discussing restaurant SEO, it actually refers to what’s called “local SEO.” Because restaurants operate on a local level, you’ll need to practice local SEO tactics to reach the customers in your local community. 

These next steps are easy and require zero technical skills.

Let’s go.

Thoroughly fill out your Google Business Profile.

Your Google Business Profile (GBP) is the information that pops up when people click on your link in a Google search.

For example, I typed “best mexican food atlanta” and a list of restaurants appeared. This is what came up after clicking on Muchacho’s link.

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Your GBP tells your customers and Google everything about your restaurant. If you don’t thoroughly fill out your GBP, you’re leaving out potentially vital information needed to rank your restaurant higher in local searches. 

Complete every field, no matter how mundane and unnecessary it might seem—every field counts. 

Go here to claim your GBP, and if you hit a wall, go here to get help directly from Google, and they’ll give you a hand. 

Optimize your website for local SEO.

Now that we know what local SEO is let’s put it to work. 

First, you’ll need to put local keywords on your website—for example, Ottavio’s in Lakeside, California, does a great job placing keywords. They serve Italian food in Lakeside and advertise it on their homepage.

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You can also see that they don’t overdo the keywords with what’s called “keyword stuffing.

Naturally, place keywords like the name of your city or neighborhood, the type of cuisine you serve, and anything else that makes your business notable, and both Google and customers will see it. 

Next, you’ll need to add keywords to your meta title and meta description. I know this sounds technical, but it’s not difficult, and you already know what they are. A meta description is the description you see for a website on a Google search engine results page. 

For example, here is Ottavio’s meta title—they include the name, cuisine, location, and the word “best” because customers often type this into their search bar when looking for restaurants.

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And right below the meta title, we can see the meta description. 

The meta description tells a short summary of their business with keywords sprinkled throughout.

There are a few other things you need to complete to optimize your website for SEO, but since they don’t apply to writing copy, I’m not going to go in-depth on how to execute them.

However! 

I’m not going to leave you hanging, so here is a list of other tasks you need to complete so your website can rank #1 on local Google listings. 

1. Get listed in online directories—this includes Yelp, TripAdvisor, FourSquare, CitySearch, etc.
2. Encourage customers to leave reviews—Google sees people talking about your restaurant. Ask them to leave reviews, and you’ll see a difference. 
3. Build backlinks—getting listed in directories goes a long way toward this. If you don't understand, follow this link and research how to do it. 
4. Take advantage of social media—we already covered social media, but an active account makes Google notice. Start posting and interacting with your customers and you’ll rank higher on Google. 

Ok, that’s it for now.

SEO goes DEEP, but we aren’t here for that—we’re here to learn how to write copy that gets more customers through your restaurant’s door daily.

Now, let’s look at a handful of tools that’ll make writing copy easier so you can get back to running your business.  

Tools To Help You Write Exceptional Copy For Your Business

Some of these tools have a free version, but of course, the paid options are going to have the greatest tools and ease of use. 

For example, Grammarly is free, but the paid version integrates with everything you write on your computer and can be connected to your phone so your text doesn’t look like it came from a caveman. 

Let’s get into it. 

ChatGPT 3.5 and 4.0

If I were to choose only one tool to help me write excellent copy, this would be it. 

It’s incredible what AI can accomplish, and there is no better way to improve your writing—I use it every time I sit down to write, and it was a massive part of creating this article. 

Chat GPT 3.5 is the free version, and while it can do the job, version 4.0 is superior in many ways, the most prominent being that it gives you significantly better answers and generations. 

At only $20 a month, it might be worth it to pony up and pay for a couple months if you don’t like the results you’re getting from 3.5.

Watch this video for a tutorial on using ChatGPT, and then read this article by my good friend Jacob McMillen to learn how to leverage AI for writing copy. The dude is a wizard and really knows his stuff. 

Grammarly

The free version of Grammarly is simple to use—just copy-paste your copywriting into the space provided, and it’ll show you any errors in your work. 

Grammarly is fantastic for catching typos and grammatical issues, but some of its suggestions don’t make sense, so be aware and don’t blindly follow it. 

I use Grammarly every day, mostly to correct misspelled words and add commas that I sometimes miss. 

There’s a paid version that integrates with everything you write on your computers, and it’s $30 a month or, for a lot cheaper, $144 a year.

I suggest getting it because you can use it for emails and messages to staff, even outside of writing copy for your business. People subconsciously respect you more if your writing is on point and without errors. 

Google Docs

Another fantastic and FREE tool is Google Docs.

I do 100% of my writing on Google Docs (I’m using it right now), and all you need is a Google account, which is also free, and you should have anyway because you need to fill out your Google Business Profile for SEO purposes.

If you don’t have a Google account, start here.  

Docs gives you all the tools you need to write great copy and it automatically saves all your work in the cloud, so you can access it from any device by just logging into your Google account. 

Watch this beginner’s guide to Google Docs to learn the ins and outs quickly. 

Canva

Canva isn’t a writing tool, but if you want your promotions, social media posts, ads, emails, etc. to perform well, there will be times you need to add images beyond photos.

Canva is a graphic design tool built to be easy enough for anyone to use. 

There is a free version, but you get more bells and whistles with paid options.

Don’t be intimidated by it.

If I can figure out how to use it, you can too.

When to Work with a Restaurant Industry Copywriter

If you’re still with me, I’m proud of you—you’re obviously taking copywriting for your restaurant very seriously and understand how important copywriting is to your business’s success.

Using the information I’ve taught you here will separate your restaurant from your competitors.

But, if instead of being fired up to create amazing copy, you’re feeling overwhelmed and still don’t know where to begin, I can help you. 

I use my 25+ years of working in and with restaurants to write copy that fits your business like a glove. 

I’ve worked in nearly every position in-house, from dishwasher to chef and busser to bartender, so I speak the language of restaurants and know exactly what to say to your customers to get them lined up out the door and around the block. 

If you’re ready to get started today, reach out, and let’s talk about how I can help your business.

I take the guesswork out of writing copy so you can concentrate on doing what you do best..

Running your restaurant.

Let’s get to work!

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