SevenRooms launches text marketing for Aussie hospitality

SevenRooms has introduced a new service called Text Marketing aimed at enhancing guest engagement for restaurants, bars, pubs, and cafes by utilising text messaging and WhatsApp for marketing purposes.

The rise of text messaging as a marketing tool is underscored by its high open rate of 94%, and it is particularly popular among Generation Z, with 37% of this group preferring SMS as their communication channel with brands. Despite this, research by SevenRooms highlights a gap in the adoption of text marketing, with only 38% of Australian operators planning to make it a priority investment in 2025.

Text Marketing has already shown promising results in the United States, following its initial launch there in late 2024. The platform recorded a return on investment of 24 times with campaigns generating average revenues of USD $1,800 (AUD $2,835). One particular campaign in the United States saw a venue generate a significant USD $70,000 (AUD $110,240) from a single text initiative.

The service allows Australian operators to design data-driven campaigns quickly and efficiently. It enables the linking of customised messages to guest profiles, bookings, and spending behaviour. "Tens of millions of Australians use SMS to communicate with friends and family every day, making it a critical channel for Australian venues to communicate with their guests as well," commented Allison Page, Co-Founder & Chief Product Officer at SevenRooms.

Page emphasised the evolving communication needs of customers and the role of Text Marketing in meeting those needs: "As the needs of our customers – and their guests – have evolved, so too must the communication channels they use to reach their guests with timely and relevant marketing messages." She also noted the integration with point-of-sale systems that the service offers. "Designed exclusively with restaurants in mind, Text Marketing helps operators send customisable messages more likely to convert to automated guest segments in a few clicks – reaching guests instantly. Plus, with point-of-sale integrations tied directly into our CRM, restaurants can, for the first time, launch campaigns that enhance the guest experience while understanding ROI."

The service aims to refresh how restaurants engage with diners, providing a platform that delivers timely and relevant content directly to mobile devices. For guests, it means receiving curated updates pertaining to events, menu highlights, and other important notifications from their favourite venues.

SevenRooms has committed to ongoing research and development in this area, ensuring the Text Marketing service continues to align with industry needs. As Australian hospitality operators adapt to digital changes, SevenRooms provides crucial tools for enhancing guest interactions and increasing engagement.