Texting, as a means of connecting with guests, has a number of critical benefits: It’s an intuitive technology that everyone – regardless of demographics – knows how to use. It doesn’t require a download, so there is little commitment involved. Finally, it’s that rare technology that has the power to immediately get the attention of the recipient: It’s common to ignore an email, call or social media alert – but not a text. In fact, the click-through rate for text offers is more than 9 percent higher than any other digital channel, according to TechJury. So are you using text messaging to its fullest potential? Once your guests opt into it, ensure you’re using text to send important, just-in-time offers – don’t bombard them with untargeted promotions that will quickly become noise. Offer discount codes good for a future order, an invitation to a special event, contest or tasting, a birthday treat, or a prompt to reengage a customer who hasn’t ordered in recent weeks.