SMS Benchmarks for Food & Beverage

SMS benchmarks play a crucial role for food and beverage brands aiming to refine guest communication, deepen loyalty, and understand audience behavior across channels. Here, we explore the core SMS metrics that define performance in this space.

Average Response Rate

The average response rate in food and beverage is typically between 28 and 38 percent, reflecting how often guests reply to text messages.

Response rate describes the proportion of customers who answer a message, calculated by dividing the number of replies by all successfully delivered texts, then multiplying by one hundred.

In restaurants, cafes, bars, and quick service venues, this metric shows how well teams connect with guests about reservations, waitlist spots, table readiness, promotions, or order updates.

When response rates hold steady, communication is usually more relevant and timely, which supports smoother service and a more consistent guest journey.

Average Opt-Out Rate

The average opt-out rate for accommodation and food services is 0.12 percent, which is strikingly low in such a guest centered space.

An opt-out rate of 0.5–0.9 percent is common across industries, so food and beverage brands often see fewer departures from their SMS lists.

The opt-out rate measures the proportion of guests who reply STOP or otherwise unsubscribe, calculated by dividing total opt-outs by the number of successfully delivered texts.

In food and beverage, it highlights how people respond to promos, daily specials, and pickup or delivery updates, helping teams refine timing, frequency, and tone so guests stay engaged rather than opting out.

Average Click-Through Rate

The average click-through rate in food & beverage is 12–14% and shows how frequently guests tap on tracked links in SMS messages.

Click-through rate is the percentage of successfully delivered texts that result in at least one click on a monitored URL.

To calculate it, divide the total number of link clicks by the number of messages delivered, then multiply that result by 100.

In food & beverage, this metric reveals whether diners value content such as menu previews, order updates, seasonal specials, and loyalty offers, helping brands make sure their messaging truly matches guest interests.

Average Conversion Rate

The average conversion rate is 2.0–3.0%, which might sound small, yet it quietly reflects how often guests respond to digital touchpoints in food & beverage.

That percentage captures the share of people who finish an intended step after viewing a message, such as placing a mobile order, pre paying for a tasting menu, or confirming a catering inquiry.

You calculate conversion rate by dividing completed actions by the total number of messages delivered, then multiplying by one hundred.

In food & beverage, this metric matters because it reveals how clearly communication guides guests, supports menu planning, and stabilizes daily revenue patterns.

Average Delivery Rate

The average delivery rate for food & beverage is 98–99%, which means that nearly every text message actually reaches the customers device as planned.

This high level of reliability supports everything from prep time alerts to pickup reminders and delivery updates for busy kitchens and bars.

Delivery rate is calculated by taking the count of messages that arrive successfully and dividing it by all texts sent, while excluding those that fail because of incorrect numbers or network filtering.

In food & beverage this metric matters because teams depend on reliable SMS for order status, reservation timing, staff coordination, and last minute menu or service updates.

Average Open Rate

The average open rate is 98%, which means text messages in the food and beverage world are almost always seen by guests.

This single metric shows that when a restaurant or bar sends a timely update, it rarely gets ignored.

Open rate describes the proportion of delivered texts that people actually view.

To calculate it, you take the number of opened messages, divide by the number delivered, then multiply that result by 100.

In food and beverage, this is crucial because menus, wait list alerts, and pickup or delivery updates must be noticed right away.

Average Time to Read

The average time to read an SMS in accommodation and food & beverage is 3 minutes.

Time to read describes how long it takes someone to open and look at a message once it has successfully landed on their phone.

It is calculated by tracking the seconds between delivery and first open for many messages, then finding the overall average across that dataset.

In food & beverage this timing matters because delayed reading can affect reservations, wait list updates, delivery coordination, prep adjustments, and short lived specials that depend on quick guest responses.

Average Response Time

The average response time for accommodation and food & beverage is 90 seconds, showing how quickly guests usually respond once a text reaches their phone.

Response time describes the period between a message being successfully delivered and the moment a guest sends their first reply.

It is calculated by taking this gap for every conversation and finding the average across all customer interactions.

In food & beverage, a quicker response time supports smoother table management, rapid updates on waitlists, and timely coordination between front of house and kitchen teams.

This helps staff make sure orders, special requests, and service adjustments stay closely aligned with guest expectations.

Average Bounce Rate

The average bounce rate for food & beverage is 1–2%, meaning that only a very small portion of SMS notifications never reach guests.

This tiny share points to reliable customer data and solid message delivery across typical restaurant and bar workflows.

Bounce rate is calculated by taking the number of undelivered text messages, dividing it by the total sent, then converting that figure into a percentage.

In food & beverage, this metric matters because dependable delivery supports reservation confirmations, waitlist updates, delivery time messages, and real time menu or allergen alerts.

A low and steady bounce rate also signals that contact lists stay accurate, so guest communication and daily service remain smooth.

Why Are SMS Metrics Important?

Sms metrics matter a lot for businesses in food & beverage because they show how well messages actually reach hungry customers.

Whether it is confirming reservations, sending pick up alerts, or sharing limited time menus, strong sms performance helps guests get what they need exactly when they need it.

Delivery rate, open rate, and response rate reveal how interested people are in your updates and offers.

Conversion and click through rates highlight which texts inspire diners to place an order, claim a promo, or try a new item.

By watching these numbers, restaurants and cafes can refine timing, wording, and offers to make sure every message feels useful and worth acting on.

Overview of Food & Beverage

The food & beverage sector relies on fast, accurate communication to coordinate teams, manage supply flows, and respond to shifting customer demand.

Customers expect up to date information on availability, timing, and service standards, often while they are already on the move.

Operators therefore need channels that are immediate, reliable, and simple for both staff and guests to use.

SMS delivers near instant reach, with engagement rates that far exceed email or app notifications, supporting quick responses and fewer operational gaps.

It helps streamline daily workflows, supports consistent service across locations, and strengthens customer confidence by keeping communication clear and timely.

SMS Use Cases in Food & Beverage

Text messaging gives food & beverage operators fast, measurable communication to reduce waste, speed service, and strengthen customer relationships.

It also supports high-volume, time-sensitive workflows like reservations, delivery windows, and shift coordination without clogging phone lines.

Send automated order-ready alerts with pickup codes and estimated wait times to make sure kitchen flow stays consistent and customers arrive on time.

Use two-way SMS for quick substitutions or allergy confirmations on large catering orders to prevent errors and reduce last-minute rework.

Coordinate shift swaps and short-notice staffing through group texts that log acknowledgments and speed up coverage during peak dining hours.

FAQs About SMS Benchmarks for Food & Beverage

How can food & beverage brands use SMS to improve the guest experience?

Food & beverage businesses can use SMS to share reservation confirmations, seating updates, and pickup notifications so guests always know what is happening with their visit. Timely and clear messages reduce uncertainty and help guests feel taken care of at every step.

What kinds of SMS promotions work best for restaurants and cafes?

Restaurants and cafes can send SMS messages with limited-time menu highlights, special tasting events, or exclusive deals for subscribers. When offers feel tailored to guest preferences, people are more likely to visit and try new items.

How should food & beverage companies handle customer support over SMS?

Food & beverage companies can use SMS for quick help with order issues, allergen questions, or changes to bookings. Fast, friendly replies make guests feel heard and can turn potential problems into positive experiences.

How can SMS help food & beverage brands build customer loyalty?

Brands can send SMS messages to thank guests after visits, invite them to loyalty programs, and share early access to new menu launches. Consistent, helpful communication keeps the brand top of mind and encourages repeat visits.