How to make texts to go: Best SMS practice for restaurants & takeaways

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How to make texts to go: Best SMS practice for restaurants & takeaways

‘Hangry’ customers are not patient customers. When someone’s tracking their order, an in-app notification that requires the right app, enabled notifications, and an attentive screen isn’t going to cut it. SMS lands in the inbox regardless – no app required, no notification settings to worry about, and a solid reference point the customer can check back on while they wait.

Here’s how to use an SMS API to slot into your food ordering process – and what that actually looks like in practice.

What SMS automation looks like for takeaways

Every automation has two parts: a trigger and an action. For restaurants, this is where SMS does its best work. Your kitchen is busy, your team is busy, and the messages still go out on time without anyone lifting a finger. Just the initial integration to set up what you like.

Basket abandonment

Trigger: Customer leaves food in their basket without completing the order.

Action: A reminder SMS lands 30-60 minutes later. ‘Still hungry? You left something in your basket. Complete your order here: [link]‘

Order confirmed

Trigger: Customer places an order.

Action: An instant confirmation. ‘Thanks for your order! We’ve got it and we’re getting started. Estimated delivery time: [X] minutes.‘

Order in the kitchen

Trigger: Order status moves to preparation.

Action: A reassurance update. ‘Good news. Your order is now being prepared. We’ll let you know when it’s on its way.‘

Order on its way

Trigger: Driver picks up the order.

Action: A heads-up. ‘Your order is on its way. It should be with you in around [X] minutes.’

Order delivered & review request

Trigger: Order marked as delivered.

Action: A follow-up. ‘Hope you enjoyed your meal. If you have a moment, we’d love a review: [link]. Thanks for ordering with us.‘

Why not just use app notifications?

Platforms like Just Eat and Deliveroo have their own order tracking built in. The catch is that it only works within their ecosystem – the customer needs the app installed, notifications enabled, and to actually be looking at their screen. If any of those conditions aren’t met, the update goes nowhere.

For restaurants running their own direct ordering system (which more and more are doing to avoid aggregator commission fees) SMS fills that gap with a channel that’s fast, universal, and doesn’t depend on anything the customer has to opt into on their device.

UK takeaway platforms with SMS already built in

If you’re choosing a platform, it’s worth knowing where SMS is already included and where you’ll need to bring in a dedicated SMS API.

Flipdish
One of the most widely used direct ordering platforms for UK restaurants. Flipdish supports push notifications and SMS out of the box for customer communications. It integrates with Deliverect, and SMS notifications continue to work even when orders are routed through a POS system.

Grafterr
A UK-based all-in-one restaurant OS covering POS, QR ordering, kiosks and delivery management. Its marketing automation tools include SMS and email, which is useful if you want everything running from one place.

Square
A good entry-level option for smaller takeaways or food trucks. SMS capability out of the box is limited, but it works well as a starting point – you can layer in an SMS API as your operation grows.

Top tip: Audit the SMS provider

If the software has a solo SMS provider built in, be sure to ask or research which provider the platform. Check for things like reviews and costs to make sure they offer reliable services and support.
 

When the built-in SMS isn’t enough

Most of the platforms above include some SMS functionality, but ‘some’ is often the limit. Off-the-shelf tools typically cover the basics: an order confirmation, maybe a delivery update. What they don’t always give you is control over message content, timing, sender ID, cost per message, or the ability to build workflows around how your specific operation actually runs.
 
With The SMS Works, you only pay for delivered messages. Failed texts are credited straight back to your account. For a restaurant sending hundreds of order updates a day, that adds up.

Whether you’re integrating with Flipdish, connecting to a bespoke EPOS, or building your own ordering system from scratch, a reliable SMS API gives you the flexibility to send the right message, at the right moment, in your own voice – without being boxed in by another platform’s limitations.

Give SMS Works a go – see how you find it!