As with most creative endeavors, it’s important to start with purpose. Consider who you’re attempting to reach by way of your newsletter. Realistically, this email communication won’t appeal to all of your customers, but there’s likely a subset of frequent visitors who will want to hear about weekly specials, local food-sourcing efforts and community involvement.
Make sure your newsletter content meets this group’s needs and reflects your restaurant's personality. In addition to knowing who you’re reaching, it’s crucial to know why you want to reach them. Do you want this newsletter to inform readers about menu changes and restaurant logistics, or cover a broader range of topics like your restaurant’s commitment to sustainability or partnering with other local businesses?
Regardless of what topics you choose to focus on in your newsletter, knowing your audience and the purpose behind your messaging will help you set a clear direction for the newsletter going forward.