SMS marketing for restaurants can generate up to €44 in sales for every euro invested. These are the findings of our survey on the profitability of SMS campaigns. Discover all the statistics that make SMS the hottest loyalty lever for restaurants.
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Note: all these statistics are based on data from 5 SMS campaigns carried out by Pongo customers, in collaboration with our teams.
It's easy to calculate the profitability of your SMS campaigns. The most interesting statistic is the volume of sales generated directly by text messages. Compared with the cost of sending the SMS (around 7 cents/message), you can precisely calculate your return on investment (ROI ). ROI calculation is based on the following metrics:
Another equally useful approach is to calculate the number of converted customers. In the 5 examples below, the percentage of converted customers corresponds to the proportion of recipients who actually completed a restaurant transaction following the SMS.
The percentage of customers converted or the profitability per euro invested are easier to calculate when you include a password or promotional code in the SMS. By communicating the password at checkout, it's possible to know exactly how profitable the operation is.
All the examples below are based on concrete, recent data from our SMS loyalty tool. Restaurant names have been anonymized.
This example concerns an SMS marketing campaign launched for a coffee-shop chain. The text message offered a free hot drink "upon presentation of this SMS at the checkout". The results are as follows:
In this second example, a large-scale campaign was used to disseminate a new offer. In this case, SMS messages were used to invite customers to discover a new set of reusable cutlery on sale in restaurants.
Independent restaurants also stand to gain from SMS marketing. Here, the campaign concerns a pizzeria chain with two locations in Paris. The attractive text message offers free drinks on presentation of a password. The results are more than conclusive:
In this case, a sandwich restaurant chain came up with a tailor-made campaign. Small SMS volume, but high profitability:
This campaign confirms that profitability can be extremely high with a high volume of SMS messages. Here, the text message offers a free hot drink or muffin at the checkout:
Would you like to take advantage of this too? With Pongo's Auto SMS function, you can easily create your first marketing campaign (with 50 free SMS messages as a welcome gift). And to find out how to build up a customer database for your SMS campaigns, go to Pongo !
