Start with the template that matches a real guest action: a new opt-in, an open Tuesday, a menu launch, an earned reward, or a private dining inquiry. Each example below includes a suggested send time, subject, preheader, body, and button. Replace every bracketed detail with a verified fact before sending.
TL;DR
- These 11 templates are original sample copy and are free to adapt for your restaurant.
- Use the suggested timing as a starting point; your booking window and guest behavior should decide the final schedule.
- Send promotional messages only to guests who agreed to receive them. Keep reservation service reminders separate from offers.
- Replace every placeholder and confirm menu items, prices, hours, location, availability, and offer terms.
- Give each email one primary action and measure completed bookings, orders, redemptions, or qualified replies.
Choose a template by guest moment
Copy the message you need today rather than sending every example as a sequence. The timings are our editorial starting points, not a measured industry optimum.
| Guest moment | Template | Suggested send time | Primary result |
|---|---|---|---|
| New opt-in | Welcome | Immediately after consent | Menu view or first booking |
| First visit | First-visit follow-up | 2–3 days after a recorded visit | Second booking or order |
| Open tables | Quiet-day invitation | 2–3 days before the service | Bookings for that date |
| New dish | Seasonal menu launch | 4–7 days before launch | Menu views and bookings |
| Real event | Event invitation | 2–3 weeks before the event | Reserved seats |
| Birthday opt-in | Birthday invitation | 7–10 days before the date | Birthday bookings |
| Earned benefit | Loyalty reward | When the reward is actually earned | Redemptions |
| Inactive guest | Win-back note | After 30–60 days without a recorded visit | Return visits |
| Recent visit | Feedback request | 1–2 days after a visit | Useful replies |
| Group lead | Private dining response | Within one business day of inquiry | Qualified conversation |
| Existing booking | Reservation reminder | 24–48 hours before the booking | Confirmed or updated reservation |
Welcome and first return
1. Welcome a new subscriber
Subject: You’re on the [Restaurant] list. Preheader: Here is what to try first. Hi [first name], thanks for signing up. We’ll send a short note when the menu changes or a good table opens. If you’re planning a first visit, start with [signature dish], then take a look at the rest of the menu. We’re at [location] and open [hours]. Button: View the menu
Send immediately after a clear marketing opt-in. Add any promised signup reward here, with its real terms.
2. Invite a first-time guest back
Subject: Thanks for joining us at [Restaurant]. Preheader: There is more to try next time. Hi [first name], it was good to have you at [location]. If you enjoyed [verified item or occasion], you might like [second dish or experience] next. See the current menu and choose a time that works for you. Button: Plan another visit
Send 2–3 days after a recorded visit only when you have promotional email permission.
For both messages, send the benefit promised at signup before introducing another offer. Do not claim to know what someone ordered unless that detail is available and accurate.
Fill a service and announce real news
3. Invite guests to a quiet service
Subject: Tuesday dinner at [Restaurant]: [dish] is back. Preheader: Tables are open for [date]. The [dish] returns this Tuesday at [location], served from [hours]. If you have been looking for an easier dinner plan, there are tables available now. You can see the menu and book the exact service below. Button: Book Tuesday
Send 2–3 days before a service with confirmed availability. Stop the campaign if the dish sells out.
4. Launch a seasonal menu item
Subject: On the menu [date]: [new dish]. Preheader: A first look at what we are cooking. Starting [date], we are serving [dish] at [location]. It brings together [one concrete ingredient or preparation detail]. See the full menu, including the current price, before you visit. Button: See the new menu
Send 4–7 days before launch after menu, price, and supply are confirmed.
5. Fill a real event
Subject: Join us for [event] on [date]. Preheader: [Time], [location], [price] per guest. We are hosting [event] on [date] at [time]. The experience includes [verified details]. Tickets are [price], and [cancellation or deposit terms] apply. If this sounds like your evening, choose a seat while reservations are available. Button: Reserve a seat
Send 2–3 weeks ahead if that matches your booking window; use the actual capacity and terms.
These messages need a live booking or ordering destination for the named date and location. A generic homepage button makes the guest do the work again.
Birthdays, rewards, and return visits
6. Offer a birthday plan
Subject: Make birthday plans at [Restaurant]. Preheader: Your [real birthday offer] is available through [date]. Hi [first name], if you are making plans for your birthday, we would love to see you at [location]. Your [offer] is available from [start date] through [end date] when [exact condition]. Pick a table that suits your group and show [code or account reward] when you arrive. Button: Book a birthday table
Send 7–10 days before the birthday only when the guest gave that date for this purpose.
7. Confirm an earned loyalty reward
Subject: Your [reward] is ready. Preheader: Here is how to use it at [location]. Hi [first name], your account has earned [verified reward]. Use it by [expiry date] on [eligible items or services]. Show [code or app screen] when you order; [important exclusions] apply. Button: See your reward
Trigger only from a verified reward balance. Keep the redemption instructions exact.
8. Welcome back an inactive guest
Subject: New since your last visit: [menu item]. Preheader: See what is on the [season] menu. Hi [first name], we added [dish] this week, along with [one true detail]. If dinner plans are still open, take a look at the current menu and choose a table. We hope to see you whenever the timing works. Button: View the menu
Consider after 30–60 days without a recorded visit; suppress guests who already booked or returned.
A birthday or reward promise creates an operational obligation. Check that every named location can honor it before sending. An inactivity segment also needs fresh POS or reservation data; otherwise use a general menu update without a “we miss you” claim.
Feedback, inquiries, and service messages
9. Ask for useful feedback
Subject: How was your visit to [Restaurant]? Preheader: One quick question for our team. Hi [first name], thank you for visiting [location] on [date]. What worked well, and what could we do better next time? Reply to this email or use the short feedback form below. A manager reads every response. Button: Share feedback
Send 1–2 days after a verified visit; make sure someone really reads the replies.
10. Reply to a private dining inquiry
Subject: Your group dinner at [Restaurant]. Preheader: A few details to check availability. Hi [first name], thanks for asking about [occasion] on [requested date]. Our [room or large table] seats up to [verified capacity]. Could you share your approximate guest count, preferred time, and any dietary needs? We will check availability and send the current menu and minimum spend before you decide. Button: Reply with your details
Reply within one business day when possible; do not imply the date is held until staff confirms it.
11. Remind a guest about an existing reservation
Subject: Your table at [Restaurant] on [date]. Preheader: [Time] for [party size] at [location]. We are looking forward to seeing you on [date] at [time] for [party size] guests. Your reservation is at [full address]. To change or cancel, use the link below or call [phone] by [policy deadline]. Button: Manage reservation
Send 24–48 hours before the booking as a service reminder; do not add a promotion without checking consent.
For promotional messages, follow your permission and opt-out process. The FTC CAN-SPAM guide explains core US commercial email requirements. A reservation reminder serves an existing booking; keep its content focused on that booking.
Five-minute check before you send
| Check | What to confirm | Common failure |
|---|---|---|
| Identity | Restaurant name, sender, reply inbox, location | Reply goes to an unmonitored address |
| Offer | Actual dish, price, dates, quantity, exclusions | Email promises an item the kitchen cannot serve |
| Audience | Consent, location, segment, recent bookings | Guest receives the wrong offer or a stale win-back |
| Action | One tested booking, ordering, or reply path | Button opens a generic page or broken link |
| Measurement | Tagged link or code and a concrete outcome | Only opens are reported as success |
Send a staff test to a phone, follow the button through the destination, and read the message with images blocked. Record the final subject, audience, send time, and confirmed outcome. For more campaign choices, use the 21 restaurant email ideas and main playbook. If you still need a sending platform, compare restaurant email software. If you plan to send marketing texts too, review consent and setup in our restaurant SMS guide.
Frequently asked questions
Are these restaurant email templates free to use?
Yes. The sample copy on this page is original editorial material you can adapt for your restaurant. Replace placeholders and check facts, consent, and offer terms before sending.
Which template should a new restaurant send first?
Start with the welcome email immediately after an explicit opt-in. It should deliver the benefit promised at signup, introduce the menu and location, and offer one clear next action.
How often should I use these templates?
Do not send all eleven to every guest. Choose messages that match a real guest moment and test your own frequency against bookings, replies, and unsubscribes.
Can I send a birthday email if I have a guest’s birthday?
Use the date only if the guest supplied it for that purpose and agreed to the promotional message. Verify that the stated reward can be honored.
What should I change before copying a template?
Replace names, dishes, prices, dates, hours, locations, reward terms, and links. Check the audience and consent, send a staff test, and confirm that the button reaches the right booking or ordering page.