Why WhatsApp May Be the Secret Ingredient Missing in Your F&B Marketing
Liang Wei Liaw • July 21, 2025
In Singapore’s hyper-competitive food and beverage scene, staying connected with your customers is no longer optional—it’s essential. While email has long been the default for digital engagement, F&B businesses are now turning to WhatsApp as the go-to tool for faster, more personal communication.
WhatsApp Outperforms Email Where It Matters
Open rates that matter: WhatsApp boasts open rates of over 90%, compared to 25% or less for email. That means your promos are far more likely to be seen.
Real-time impact: A lunch special sent at 10 a.m. can fill tables by noon—try doing that with email.
Fewer steps, higher conversion: With a clean message format and a single tap to redeem vouchers or make bookings, WhatsApp converts better for time-sensitive campaigns.
Email Still Has Its Place
- For storytelling & rich content: Want to showcase your new seasonal menu or behind-the-scenes chef interviews? Email gives you space.
- Loyalty and automation: Email excels at long-term nurturing, reward systems, and reactivation campaigns.
- Formal, official communication: Receipts, membership summaries, and full-length newsletters are still best suited for inboxes.
Use Both for Best Results
- Launch flash sales or limited-time vouchers via WhatsApp
- Share loyalty points summaries, event invites, or reservation confirmations via email
- Use an integrated F&B POS & CRM solution like MEGAPOS to automate and track both in one place
Conclusion
Smart F&B chains in Singapore are already using WhatsApp to fill tables, boost voucher redemptions, and stay top-of-mind. Don’t just rely on email alone—diversify your outreach and engage your customers where they are most active.
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