The Ultimate Restaurant Email Content Guide

I think we can all agree that email is the preferred method of communication between consumers and brands. (h/t Chip Klose, MBA )

If you want to grow your business by decreasing one-timers and increasing guest lifetime value, you need to email your guests.

If you’ve got someone’s email, you can increase:

Said another way? Email grows revenue.

WE LOVE EMAIL

But if I had a dollar for every restaurant email with a discount in it… I’d have thousands of dollars (and way too many buy-one-get-ones). And if I had a dollar for every time someone said, “I don’t know what to put in our emails,” I’d have enough to pay for your email marketing done-for-you for the next 10 years!

(Side note: if you need help with email… email me. See what I did there?)

Don’t worry. I got you. You’ll never have to stress about what to send (other than $5 off their next order) ever again—because here’s your guide:

This is your go-to. Every item you serve deserves its own email.

That’s it.

Want to supercharge it? Start with lines like:

Yes—discounts and offers are totally fine when they align with a goal. (That’s another post entirely.)

But also: New menu items, gift cards, limited-time bundles, unique experiences—all qualify as “specials” worth emailing.

Want more big orders, higher profit margins, and exposure to large groups? Send more catering emails. One per month = 12/year. Easy win.

There’s literally a food-related holiday every single day of the year.

From National Vichyssoise Day (Nov 18) to National Ice Cream for Breakfast Day (Feb 7) to Lima Bean Respect Day (Apr 20)—there’s always something to talk about.

These are perfect for what I call a “you know what to do” email. As in: “We serve this. Come get it.”

You don’t even need a promo. You only need a promo when it’s specifically relevant to your brand.

Want The Ultimate Food Holiday Foodie Calendar and Guide?

Are your hours different? Are you open when others aren’t? Tell your guests. These emails are hyper relevant and usually drive immediate action.

The best employees are often former guests. And I bet you need employees right now...

Send an email.

Simple, effective, and repeatable. Need a proven one? Here’s my fave: Comment to Win

We run this every month at Handcraft Burgers and Brew.

Honestly, this should be #1. But I know storytelling stresses some people out, so I’ll tuck it right here between the easy wins and the deep stuff.

That said—great marketers know how powerful storytelling is. It builds trust, creates connection, and makes your brand unforgettable.

Here are some easy prompts to get rolling:

Start simple. One story at a time. Guests will eat it up.

Want more followers? Cross-promote your channels.

Use email to drive sign-ups and re-visits:

Trying to sell more stores or raise capital? Remember—your guests already love you.

Try:

Most restaurants already have an email plan. What they need is a guide to what actually goes in the emails.

That’s what this is.

A list of real, repeatable content topics that drive visits, orders, and loyalty. Pick one. Send it. Then do it again next week.

Need help putting it all together? 📩 Email me: [email protected]

Let’s build an email program that actually drives revenue.

– Rev Ciancio