Email Marketing Guide for Restaurants, Cafes, and Pubs in Canada

It's Tuesday evening. Sarah opens an email from her favourite bistro showcasing their new seasonal menu. Within minutes, she's booked Friday dinner. That's email marketing done right—creating value, not just promotion.

Whether you're managing a fast-paced café in Vancouver or a cosy gastropub in Halifax, email marketing remains one of the most cost-effective tools for connecting with your customers, promoting your menu, and driving repeat visits. 

This guide walks you through how to build, grow, and optimise your email marketing strategy in a way that reflects what Canadian diners actually want.

Why Email Marketing Still Works in Canadian Hospitality

Despite the rise of social media and third-party apps, email remains a direct line to your most loyal guests. According to the Toast Consumer Preferences Survey 2025, email is the second most effective marketing channel for Canadian establishments.

Canadian diners also ranked exclusive deals and menu updates among the top reasons they'd open a restaurant email. With email, you own the relationship. It’s not filtered by algorithms or limited by character counts. It's your platform, your voice, and your opportunity to stay top of mind.

Building Your Email List (Without Being Spammy)

First things first: your email list needs to be permission-based. That means no scraping, no buying lists, and no spamming. Here’s how to build a list the right way:

• Add an opt-in checkbox to your online ordering page or reservation system.

• Use QR codes on receipts and table tents linking to a signup form.

• Offer a small incentive like 10% off the next visit for signing up.

• Encourage your staff to promote the email club at checkout.

Make it clear what your subscribers will get—early access to specials, birthday treats, or local event invites.

What Makes a Great Restaurant Email

Once you've got people on your list, it's time to deliver value. Canadian diners respond well to weekly or monthly menu updates, promos and limited-time offers, loyalty programme updates, and behind-the-scenes content or staff spotlights (source: Toast Consumer Preferences Survey 2025). 

Use high-quality photos, short copy, and clear calls to action. Keep the tone warm and human to reflect your brand's voice. 

When to Send (and When Not To)

Timing matters. You don’t want your email buried under Monday morning admin or lost in the Friday night rush.

Best times to send:

• Midweek mornings (Tuesday to Thursday, 9–11am)

• Sunday evenings (when people plan the week ahead)

Worst times to send:

• Mondays (low open rates)

• Friday afternoons (low click-through)

Use A/B testing to trial subject lines, send times, and content. Most modern email tools offer this.

Legal Considerations: Staying Compliant in Canada

In Canada, you must comply with CASL (Canada’s Anti-Spam Legislation). This means you need express consent to email people, you must clearly identify your business in each message, and every email must include a simple unsubscribe option. 

Violating CASL can result in significant fines, so if in doubt, consult with legal counsel or refer to Canada’s Anti-Spam Legislation.

Final Tips for Success

Email marketing is really just an extension of good hospitality. It’s about reaching out in a genuine way, sharing something helpful or inviting, and making your guests feel valued—even when they’re not sitting at a table.

Start simple. Pick one strategy from this guide and nail it before adding complexity. Maybe that's a welcome series for new subscribers or a monthly kitchen update with great photos. Your regulars didn't find you by accident, and they won't stay loyal by accident either. Give them reasons to return, one thoughtful email at a time.