How can I optimize my SMS strategy and get more orders from every message I send?
Who is Included in this Data?
This guide draws on aggregated SMS data from Q2 2025, representing a diverse range of FoodTec Solutions customers across the U.S.—from small independent pizzerias with one or two locations to large enterprises operating 11 or more.
What to Expect from SMS in Your Pizzeria
The key to a successful SMS strategy isn’t the total number of messages your brand sends, but the frequency per customer. We recommend aiming for 1 text per customer per week, which equals approximately 4 texts per month.
This approach keeps your brand top of mind without overwhelming customers. A small pizzeria with 1,000 customers would send about 4,000 offer texts per month, while a larger brand with 5,000 customers would send 20,000. This targeted frequency, rather than a fixed total, helps you manage your budget and ensure every message provides value.
Does SMS for Pizzerias Really Work?
Yes. FoodTec’s customers see up to 14X ROI on their SMS campaigns. Michael Pesiridis, owner of Stevie’s Pizza, saw immediate returns from his SMS strategy:
SMS Marketing Best Practices for U.S. Pizzerias
For any size pizzeria, sending about 4 messages per month to each customer can keep you competitive with much larger chains. Even with a large customer base, you can scale your campaigns without sacrificing delivery performance, as long as each message remains relevant and well-timed. The key is introducing creative messages to keep your customers engaged.
Consent and Compliance
Always secure explicit opt-in before sending marketing texts. Include an easy opt-out option and clearly identify your brand in every message.
Optimal Frequency and Variety
Aim for no more than 4 messages per month for most pizzerias. Larger brands with good segmentation can send more often if each message is relevant and provides value.
Keep it Conversational and Valuable
Write in a friendly, authentic tone. Share time-sensitive offers, menu updates, or reminders—always with a strong call-to-action like “Order now” or “Show this text in-store.”
Personalization and Segmentation
Target offers based on past orders or customer preferences. Personalized messages tend to drive higher engagement and conversion.
Track, Test, and Optimize
Monitor delivery rates, reply rates, and opt-out trends. Test different send times, message formats, and offers to find the right combination for your audience.
Integrate with Other Marketing Channels
Use SMS to complement your other marketing efforts. For example, send a text reminder for an event you promoted via email or social media.
Leverage Automation
Automate welcome messages, birthday offers, and follow-up requests to engage customers at key moments without manual effort.
Delivery Rates Across Sizes
When looking at the average across all messages sent, FoodTec pizzerias achieved a 96.5% delivery rate in Q2 2025. By size:
- Enterprise (11+ locations): ~94.4%
- Large (6-10 locations): ~94.1%
- Small (1-2 locations): ~91.5%
Industry-wide SMS delivery rates typically range from 85–95% depending on carrier quality, list hygiene, and opt-in practices (Gartner Research and Postscript SMS Benchmarks). This means FoodTec customers, on average, perform above the top end of the typical range.
Incoming Reply Rates
Weighted across all messages sent, reply rates average around 0.50% of delivered messages. At a brand level, smaller operators often see higher engagement percentages, while enterprises benefit from the sheer volume of interactions their campaigns generate.
Why These Numbers Matter for Your Pizzeria
For any size pizzeria, sending about 4 messages per month to each customer can keep you competitive with much larger chains. Even with a large customer base, you can scale your campaigns without sacrificing delivery performance, as long as each message remains relevant and well-timed. The key is introducing creative messages to keep your customers engaged.
Ryan Wortham, VP, Director of Operations and Training at Pizza World, highlights the marketing flexibility:
These stories match the data: when SMS is done right—and managed through an integrated POS—pizzerias see measurable increases in sales, engagement, and customer loyalty.
Bringing It All Together
SMS can be one of the highest-ROI tools in your marketing strategy, bringing customers back more often, keeping them informed, and boosting revenue all year long.
Ready to get up to a 14X return from the texts you send to customers? Let’s talk about how FoodTec can power your pizzeria’s next level of growth.