Get a flipping Restaurant Newsletter$$$$$

Canada's Restaurant Guy, Jay Ashton

In the restaurant industry, the value of a weekly newsletter has grown exponentially in recent years. The concept may be rooted in nostalgia for the placemats of the 1980s and 90s, which featured ads from local businesses and gave diners something to read and connect with while they waited for their meals. But in today’s digital age, the newsletter has evolved far beyond its roots, presenting restaurants with a dynamic tool for communication, branding, and even revenue generation. With email marketing seeing open rates for the hospitality industry around 25%, newsletters offer an incredibly effective way to stay in touch with loyal customers, attract new ones, and bring in additional revenue.

For restaurants, a weekly newsletter isn't just about sharing the latest menu items or announcing promotions, it’s an opportunity to create a brand experience that resonates beyond the dining table. A well-crafted newsletter can reach hundreds, if not thousands, of customers in their inboxes, building loyalty by keeping them in the loop about what's happening at their favourite local spot. According to a survey by Litmus, nearly 91% of people say they check their email daily, meaning your newsletter can have a guaranteed reach that is hard to achieve on social media. Email marketing has an average ROI of $36 for every $1 spent, making it one of the most cost-effective marketing tools available.

Email marketing has an average ROI of $36 for every $1 spent, making it one of the most cost-effective marketing tools available.

Beyond simply keeping customers informed, a newsletter opens up possibilities for additional revenue streams. Like the advertising spaces on those classic placemats, restaurants can sell ad placements within their newsletters to local businesses or food and drink suppliers. Imagine partnering with a nearby brewery to feature a "beer of the week" or with a local bakery to showcase a seasonal dessert item. By featuring these partners in your newsletter, you're diversifying your income and supporting local businesses in a way that reflects positively on your brand. This kind of collaboration benefits both parties, providing exposure for them and additional value for your readers, all while adding a new revenue stream to your business.

It's all about Community 2.o in 2025

Consider the impact of including sections in your newsletter that cater to different aspects of the dining experience. A weekly spotlight on your best-selling dishes, upcoming events, or even staff profiles can make your newsletter feel like a mini magazine, turning a simple email into an anticipated piece of content. And just as the old placemats gave local businesses a platform, your newsletter can extend the same opportunity to local artisans, musicians, and even nonprofit organizations. For example, you could feature a local musician performing at your restaurant, a charity you're supporting, or even upcoming farmers' market dates for suppliers you source from. It's an ideal way to keep your restaurant connected to the community, building goodwill and engagement with every edition.

From a financial perspective, the potential of newsletters to boost a restaurant’s income is significant. For restaurants willing to invest time in growing their email list, the financial benefits can be substantial. According to Statista, in 2023, there were approximately 4.6 billion email users worldwide, with 4.3 billion email users forecasted for 2024, indicating the vast potential reach a newsletter can achieve. By building a list of loyal subscribers, restaurants create a direct line of communication that doesn’t depend on the algorithms and restrictions of social media. Unlike a social media post that can be easily overlooked, an email in a customer’s inbox has a higher chance of being seen, read, and acted upon. Imagine reaching just 1,000 customers weekly with a high-conversion offer, such as a seasonal menu, loyalty discount, or event invitation. Even a 5% conversion rate can translate into dozens of reservations or orders, directly impacting revenue.

Furthermore, newsletters allow restaurants to segment their audience for targeted offers. For example, a high-end restaurant might target its VIP customers with exclusive tasting events, while a family-friendly restaurant could send out promotions on special kid's meals or family bundles. Segmenting the audience means that each reader receives relevant, personalized content, increasing the likelihood of engagement and conversion. According to HubSpot, personalized emails deliver six times higher transaction rates than non-personalized ones, showing how tailoring content can lead to higher sales and customer satisfaction.

Restaurants should also consider using newsletters as a tool for gathering valuable customer feedback. Including short surveys or feedback forms directly in the newsletter allows customers to share their thoughts and suggestions, providing you with insights that can help improve their dining experience. Engaging customers in this way fosters loyalty and shows that you’re attentive to their needs and preferences. Restaurants can then use this feedback to enhance their services and even test new menu items or concepts. Imagine launching a new dish and gathering feedback directly from a core audience – it’s like having a focus group at your fingertips.

If we take a broader view, newsletters can also serve as a medium for storytelling. Today’s customers are keen to know the story behind the businesses they support. They want to know where the ingredients come from, the chef’s inspiration behind new dishes, and the efforts made to support sustainable practices. Restaurants can use newsletters to share these stories, connecting emotionally with their audience and building a loyal following. When a restaurant tells its story well, it resonates with people who may become lifelong customers, choosing that restaurant over others because of the connection they feel.

The time and investment required to set up and maintain a weekly newsletter are minimal compared to the return. Most email marketing platforms, such as Mailchimp, Constant Contact, or HubSpot, offer user-friendly templates, automation options, and analytics that make it easy to start and manage a campaign. Many of these services offer free tiers, and the paid versions are typically affordable for small businesses. As the readership grows, the cost per customer reached remains low, while the potential return on investment continues to increase.

In today’s competitive restaurant landscape, a weekly newsletter can be the difference between a restaurant that fades into obscurity and one that cultivates a devoted community of diners. It’s a return to the ethos of those vintage placemats, bringing people together, creating connections, and offering value. It’s a platform where you control the message, engage your community, and generate revenue – all while staying connected to your customers in a way that no placemat ever could. With digital newsletters, the possibilities are endless, and for restaurants, they may just be the smartest, most cost-effective marketing tool available today.