New menu and new dish launch messages

A new menu launch message is sent by a restaurant, cafe or cloud kitchen when a seasonal menu goes live, a single dish is added, or an old favourite comes back. It goes to past customers, usually the ones who ordered something similar. The one thing that makes it work is leading with the dish and the price. "[Dish], ₹[Price], from today" gets read; "exciting new menu, check it out" gets skipped, because nobody knows what they are being asked to look at.

Update the store page before you send, so the link shows the new item with a photo and the right price. Name one or two dishes in the message, give the date it is available from, and the hours if they are limited. A short tasting price with an end date gives people a reason to try it this week. Send once at launch, with a teaser two days earlier if the launch is big, and a one-question feedback message to the people who tried it. Opted-in customers only, with an opt-out line. The new menu announcement guide has more on timing and segmenting the list.

Hi [Name], the new [Season] menu at [Restaurant] is live from [Date]. [Number] new dishes, including [Dish 1] and [Dish 2], and your favourites are still there. See the full menu with prices at [Link]. Reply STOP to opt out.

नमस्ते [Name], [Restaurant] का नया [Season] menu [Date] से शुरू। [Number] नई dishes, जिनमें [Dish 1] और [Dish 2] भी हैं, और आपकी पुरानी पसंद भी वहीं हैं। पूरा menu दाम के साथ [Link] पर देखें। बंद करने के लिए STOP लिखें।

Hi [Name], new at [Restaurant] from today: [Dish], [One-line description], ₹[Price]. We have been testing it for three weeks and it is ready. Order at [Link] or reply [Dish] with your address. Reply STOP to opt out.

नमस्ते [Name], आज से [Restaurant] में नया: [Dish], [One-line description], ₹[Price]। तीन हफ्ते test करने के बाद अब तैयार है। [Link] पर order करें या [Dish] और address लिखकर reply करें। बंद करने के लिए STOP लिखें।

Hi [Name], something new is coming to [Restaurant] on [Date]. We will only say this much: [Hint]. Regulars like you get the first message when it is live. Reply STOP to opt out.

नमस्ते [Name], [Date] को [Restaurant] में कुछ नया आ रहा है। अभी बस इतना बताएँगे: [Hint]। आप जैसे regular ग्राहकों को live होते ही सबसे पहले मैसेज मिलेगा। बंद करने के लिए STOP लिखें।

Hi [Name], it is here. [Dish] launches today at [Restaurant] at a tasting price of ₹[Launch Price] till [Date], then ₹[Regular Price]. Limited to [Number] plates a day. Order at [Link]. Reply STOP to opt out.

नमस्ते [Name], आ गया। [Dish] आज [Restaurant] में launch हो रहा है, [Date] तक tasting price ₹[Launch Price], उसके बाद ₹[Regular Price]। रोज़ सिर्फ़ [Number] plate। [Link] पर order करें। बंद करने के लिए STOP लिखें।

Hi [Name], you have ordered from [Restaurant] [Number] times, so you get the new menu two days before everyone else. [Dish 1], [Dish 2] and [Dish 3] are live for you now at [Link]. Tell us what you think; we will still change things. Reply STOP to opt out.

नमस्ते [Name], आपने [Restaurant] से [Number] बार order किया है, इसलिए नया menu आपको सबसे दो दिन पहले मिल रहा है। [Dish 1], [Dish 2] और [Dish 3] अभी [Link] पर आपके लिए live हैं। बताइए कैसा लगा, अभी बदलाव हो सकते हैं। बंद करने के लिए STOP लिखें।

Hi [Name], you asked, so [Dish] is back on the [Restaurant] menu from [Date], same recipe, ₹[Price]. It stays as long as it keeps selling. Order at [Link]. Reply STOP to opt out.

नमस्ते [Name], आप लोगों ने माँगा था, तो [Dish] [Date] से [Restaurant] के menu में वापस है, वही recipe, ₹[Price]। जब तक बिकता रहेगा, रहेगा। [Link] पर order करें। बंद करने के लिए STOP लिखें।

Hi [Name], [Restaurant] now does [Category], from [Time]. [Item 1], [Item 2] and [Item 3] to start, more coming. Same delivery area, same WhatsApp number. Menu at [Link]. Reply STOP to opt out.

नमस्ते [Name], [Restaurant] अब [Category] भी बनाता है, [Time] से। शुरुआत में [Item 1], [Item 2] और [Item 3], और भी आ रहे हैं। वही delivery area, वही WhatsApp नंबर। menu [Link] पर। बंद करने के लिए STOP लिखें।

Hi [Name], [Season] special at [Restaurant]: [Dish], made with [Ingredient] while it lasts. ₹[Price], available [Days] from [Time]. Pre-order for the weekend at [Link]. Reply STOP to opt out.

नमस्ते [Name], [Restaurant] का [Season] special: [Dish], [Ingredient] से बना, जब तक मौसम है। ₹[Price], [Days] को [Time] से। weekend के लिए [Link] पर pre-order करें। बंद करने के लिए STOP लिखें।

Hi [Name], the [Festival] menu at [Restaurant] is up: [Dish 1], [Dish 2] and [Dish 3], available [Start Date] to [End Date]. Pre-orders open now at [Link]; slots for [Peak Date] fill up first. Reply STOP to opt out.

नमस्ते [Name], [Restaurant] का [Festival] menu आ गया: [Dish 1], [Dish 2] और [Dish 3], [Start Date] से [End Date] तक। pre-order [Link] पर अभी से चालू; [Peak Date] के slot सबसे पहले भरते हैं। बंद करने के लिए STOP लिखें।

Hi [Name], you were one of the first to order the new [Dish] from [Restaurant]. One question: would you order it again? Reply YES, NO or a line about what to change. Your answer goes straight to the kitchen.

नमस्ते [Name], नया [Dish] [Restaurant] से सबसे पहले order करने वालों में आप थे। एक सवाल: दोबारा order करेंगे? YES, NO या एक line में बताएँ क्या बदलें। आपका जवाब सीधे kitchen तक जाएगा।

Hi [Name], a heads-up from [Restaurant]: [Old Dish] is off the menu from [Date]. If it was your regular, try [New Dish]; it is the closest in taste and ₹[Price]. Reply if you want to know if it ever comes back. Reply STOP to opt out.

नमस्ते [Name], [Restaurant] की तरफ से एक सूचना: [Old Dish] [Date] से menu में नहीं रहेगा। अगर ये आपका regular था तो [New Dish] try करें, स्वाद में सबसे करीब है, ₹[Price]। कभी वापस आए तो बताएँ, ऐसा चाहें तो reply कर दें। बंद करने के लिए STOP लिखें।

Tips for sending these on WhatsApp

• Lead with the dish and the price. The word "new" is the least interesting part of the message, and "exciting" should not appear at all.
• Update the store page first and send second. A customer who taps the link and cannot find the new dish will not tap the next link. A promo banner on the store page and a photo on the item do the visual work; the message can stay text.
• Send the launch to the people most likely to care: customers who ordered a similar dish or category in the last three months. The segmentation guide shows how to cut the list by order history instead of blasting everyone.
• Post the same launch on WhatsApp Status the same day. It reaches people who did not opt in to messages without costing a send; see WhatsApp Status for restaurants.
• Follow up with the early tasters one day later with a single question. Their answers tell you whether the dish stays, and they are the people who will order it again.

Frequently asked questions

How do I announce a new menu on WhatsApp?

Put the new items on your store page with photos and prices, then send one short message to opted-in customers naming one or two dishes, the price, the date and the link. If the launch is large, send a teaser two days before and a reminder a week later to people who have not ordered. Post it on WhatsApp Status as well. Keep the whole thing under five lines and end with an opt-out line.

Should I offer a discount on a new dish?

A small tasting price for the first week works better than a percentage discount, because it gives the launch a deadline and keeps the regular price intact in people's minds. Limit the plates per day if the kitchen is still learning the dish. Do not discount the whole menu for a launch; the aim is to get the new dish tried, and a blanket offer sends people back to their usual order.

How many people should I send a new menu launch message to?

Fewer than you think. Start with customers who ordered in the last 90 days and whose past orders match the new dish, such as biryani regulars for a new biryani. That list might be 300 people out of 2,000, and it will convert better and cost less per send than the full list. Widen it after a week if the early feedback is good, using the broadcast guide for the larger send.