Grow your list as a restaurant business
Growing your marketing list is essential for expanding your restaurant’s reach and attracting more diners to your on-premise locations and online ordering experiences. Once someone subscribes to receive marketing from you, you can message them through Klaviyo channels such as email, SMS, and mobile push notifications. Use these messages to remind guests to dine with you again or to place an online order.
Then, group your audience into segments based on specific criteria. Favorite menu item, frequented location, and order size are some common segments that restaurants create. When you target customer segments with relevant messages, your guests are more likely to relate to the content and continue dining with you; thus, boosting your revenue and overall return on investment.
Let’s see how Bola’s Baked Goods, a fictional bakery, uses onsite and online strategies to grow their marketing lists.
Note: To set up consent at checkout via POS, reach out to your provider for more information. In addition, if you have multiple channels with Klaviyo (e.g., email and SMS), you must collect consent for each channel independently. Just because you collected email consent from a guest does not mean you can start sending them text messages. Check out the resources below for helpful information about collecting consent in Klaviyo:
Build strategic segments for your restaurant
Once you’ve accumulated a marketing list of guests, it’s time to organize your subscribers into segments that allow you to target them with more relevant content about your restaurant. Click through the gallery tabs below to learn more.
Location-based
With location-based segments, you can send personalized messages about updates relevant to a specific restaurant branch.
Content ideas:
- Happy hour or live music event
- Menu updates specific to a given location
- Alerts about holiday hours or unexpected closures
To create a location based segment, you can use either of the following conditions: Properties about someone or Someone’s proximity to a location.
Menu preferences
Create segments based on menu preferences, so you can send guests tailored messages about new items they’re bound to love, driving message engagement and incentivizing recipients to return to your restaurant to dine again.
Content ideas:
- New item announcement
- Recommended items based on their flavor preferences
If you’ve integrated with your online ordering system or POS, you can use past purchase data to create this segment. If you’ve also asked your website visitors questions about their menu preferences through sign-up form quizzes or within reviews, you can use this data to segment your audience.
Frequent diners
Segment your audience by dining frequency in order to reward and nurture your most loyal guests.
Content ideas:
- Exclusive deals and promotions
- Referral programs
- Member only events at your restaurant
If you’ve integrated with your online ordering system, POS, or loyalty provider, you can use past purchase data to create this segment.
Cross-sell
Create cross-sell segments to encourage your guests who’ve only purchased online to make a reservation for a night out.
Content ideas:
- Reservation requests
- On-premise event promotion
- Discounts available in-store only
If you’ve integrated with your online ordering system or POS and your reservation system, you can use past purchase data to create this segment.
Use AI to speed up segment creation process
In Klaviyo, you can use the Segments AI feature to build tailored segments in just a few seconds. To access this feature, log into your Klaviyo account and click Audience > Lists & segments > Create New > Create segment.
Begin describing your segment in the first condition box. You’ll then see a Define with AI dropdown appear; click it, and Klaviyo will automatically generate a fully built segment based on your description. You can then make any necessary adjustments after the fact.
Segments AI helps you build complex segments quickly and simply, enabling you to execute a more personalized strategy with ease and efficiency.