How to Use SMS Marketing to Boost Your Takeaway’s Slow Nights
- Phil Ingram
- 5 days ago
- 4 min read
The modern takeaway business operates on razor-thin margins and massive volume swings. You could be crushed with orders on a Saturday night and then stare at an empty kitchen schedule on a Tuesday.
The most significant drain on your profits is fixed costs during quiet times. You have staff on the clock and kitchens running, but no revenue to cover the expenses.
The solution is not to wait for the business to come to you, but to actively pull it in during those low-volume slots. One of the oldest, most effective, and most direct marketing channels for this job is SMS marketing.
Why SMS? Because it cuts through the noise. While an email might sit in an inbox for 48 hours and an app notification might be ignored, 98% of SMS messages are opened and read—usually within three minutes of being received.
Here is the playbook for using targeted SMS marketing to drive predictable revenue on your slowest nights.
1. Identify Your Slowest Slot (The 'Gaps')
You cannot fix a problem you haven’t precisely defined. Before you send a single text, audit your sales data.
Look Beyond the Day: Is your slowest time all of Monday, or is it specifically the 6:00 PM to 7:00 PM slot on a Wednesday before things pick up?
Segment by Meal Time: Are your lunch sales weak, or just your dinner sales?
The Goal: Pinpoint the one or two hours or days that represent your greatest operational inefficiency. This is your target.
2. Build a Highly Targeted SMS Marketing List
Never send a text to a customer who hasn't explicitly agreed to receive your messages. Use the ordering process to collect consent.
The Opt-In Offer: At your till or on your website checkout, offer a small, immediate incentive for opting in: “Text ‘EATNOW’ to 555-555 to get 10% off your next order and join our VIP deals club.” NOTE: If you use meed, you can autoreply with a clickable link to join your loyalty program.
Segmentation is Key: As your list grows, try to segment it. For example, customers who order only lunch versus customers who order only dinner. This ensures you only send relevant offers.
3. The Slow-Night SMS Strategy
The core of SMS marketing is providing instant value with a clear deadline. This creates the urgency needed to convert.
Tactic A: The "Flash Fill-Up"
The Goal: Drive a surge of orders in your lowest-volume hour.
The Message (Sent 2 hours before the start of the gap):
[Your Brand Name] FLASH DEAL: Need dinner? Get 30% OFF all orders placed between 5:30 PM & 6:30 PM TONIGHT ONLY. Order now: [Link to your ordering page]
Why it works: The tight window (5:30 PM – 6:30 PM) pulls in revenue precisely when you need it, maximising your staff’s efficiency.
Tactic B: The "Single-Day Special"
The Goal: Lift sales on your absolute slowest day (e.g., Monday).
The Message (Sent late Sunday night or Monday morning):
[Your Brand Name] Monday Treat: Beat the slump with BOGO (Buy One Get One) 50% off all main courses today. Use code MON50 at checkout. Expires tonight at 9 PM.
Why it works: It establishes a weekly habit. Customers start planning their slow-day meal around your predictable deal.
Tactic C: The "Weather/Event Trigger"
The Goal: Capitalise on external factors that make delivery more appealing.
The Message (Sent when it's raining or during a major sporting event):
[Your Brand Name]: Don't brave the rain! Free Delivery on all orders over $25. Stay dry, we deliver fast! [Link]
Why it works: It's timely and ultra-relevant. You’re solving the customer’s immediate problem.
Final Best Practices for SMS Success
Be Brief: Text messages should be 160 characters or less. Get straight to the value proposition.
Use a Clear Call-to-Action (CTA): Always include an immediate action: Order now, Use code, Click here.
Don't Over-Text: Send messages only when you have high-value content. Once or twice a week is the maximum to avoid annoyance and opt-outs.
Using Meed for Timed Coupon Delivery
While SMS is excellent for instant delivery of simple messages, you need a powerful tool to manage the complexity of rewards and redemptions. This is where your customer relationship platform comes in.
If you are using meed to manage your customer loyalty:
Targeted Coupon Creation: You can create digital coupons redeemable only on your specific slow days (e.g., Monday-Wednesday) or during your particular slow hours (e.g., 2 PM - 5 PM).
Frictionless Redemption: The customer receives the coupon on their phone, and your team redeems it instantly at pickup or delivery, ensuring the offer is honoured only during the desired window.
Trackable Results: You can clearly track how many times your "Tuesday 5 PM" coupon was used, giving you perfect data on the ROI of your slow-night marketing strategy.
By combining the immediacy of SMS for the "ask" with the precision of a loyalty tool like meed for the "reward," you turn your quiet moments into guaranteed, predictable revenue streams.
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