Do You Automate Customer Communication?

Why it matters

Your team is busy. Every minute spent confirming tables by phone or answering “what time do you open?” is a minute not spent with guests in the room. Automation handles these repeated tasks in the background, the same way every time, even when the restaurant is closed.

Guests also expect communication that feels personal. McKinsey’s Next in Personalization 2021 report found that 71% of consumers expect companies to deliver personalized interactions. Automated messages can still feel personal when they use the guest’s name, the date and the details of their booking. Operators are open to these tools too. The Toast 2025 Voice of the Restaurant Industry survey of 712 US decision-makers at restaurants with 16 or fewer locations found that 86% feel comfortable using AI, and 81% plan to use it more.

How to check where you stand

• Do guests get an automatic confirmation right after they book?
• Do you send a reminder before the visit with an easy way to change or cancel?
• Do you send a short thank you message after the visit, with a link to leave a review?
• Do you know which guests have agreed to receive marketing messages from you?
• Can guests get quick answers to common questions, like hours or parking, without calling?

How to improve step by step

1. Map the guest journey. Write down every moment you talk to a guest: booking, the day before, arrival, after the visit. Mark which messages are the same every time. Those are the ones to automate first.
2. Turn on confirmations. Many reservation systems can send a confirmation by email or SMS as soon as a booking is made. Include the date, time, number of guests, address and a link to change the booking.
3. Add a friendly reminder. Send a reminder the day before, or a few hours before for same-day bookings. Make it easy for guests to confirm or cancel, so you can give the table to someone else if needed.
4. Send a thank you. A day after the visit, send a short message thanking the guest. Add a link to leave a review and, if they agreed, an invitation to your next event or offer.
5. Ask for consent clearly. Under EU privacy rules (GDPR and the rules on electronic marketing), you usually need a guest’s clear permission before sending marketing messages like newsletters or promotions. Booking confirmations and reminders are part of the service, but offers are not. Use an unticked box at booking that says plainly what they will receive, and include an easy way to unsubscribe in every marketing message.
6. Answer common questions automatically. Use saved replies in WhatsApp Business or on your social pages for hours, location, parking and allergy questions. Always give guests a way to reach a real person.
7. Review your messages often. Read your automatic messages every few months as if you were a guest. Update old details, fix the tone and check that links still work.

How AI assistants see this

AI assistants like ChatGPT, Gemini, Perplexity and Google AI Overviews rely on clear, consistent information about your restaurant. The same details you use in your automatic messages, such as opening hours, address, booking link and policies, should match what is on your website and Google Business Profile. When everything matches, AI tools can trust and repeat your information. Thank you messages that invite reviews also help, because fresh reviews give AI tools more recent content to describe your restaurant.

Common mistakes to avoid

• Sending marketing messages to guests who never agreed to receive them.
• Writing automatic messages that sound cold, robotic or full of capital letters.
• Sending too many messages, so guests start ignoring or blocking you.

Key takeaways

• Automate the messages that are the same every time, starting with confirmations and reminders.
• Personal details like name, date and table size make automatic messages feel warm.
• Get clear permission before sending any marketing message, as EU privacy rules usually require.
• Keep the details in your messages consistent with your website and listings.

Frequently asked questions

Do I need guest permission to send booking reminders?

Booking confirmations and reminders are part of the service the guest asked for. Marketing messages, like offers and newsletters, usually need clear consent under EU privacy rules, so keep the two types separate. If you are unsure about a specific case, ask a qualified advisor.

Should I use email, SMS or WhatsApp for reminders?

Use the channel your guests actually read. Many restaurants use email for confirmations and SMS or WhatsApp for short reminders, but let guests choose when you can.

Will automation make my restaurant feel less personal?

Not if you write the messages well. Use the guest’s name, keep a warm tone and let your team handle anything unusual in person.

Sources

1. McKinsey & Company, Next in Personalization 2021 Report: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying
2. Toast, 2025 Voice of the Restaurant Industry Survey: https://www.businesswire.com/news/home/20251009135658/en