The right moment is the day before, in the late afternoon: too early and the customer doesn't know their plans yet, too late and a freed table can't be refilled. The best message is short, with one precise action: date, time, covers and a button or a word to confirm, plus an easy way to cancel. “Hi Marco, tomorrow at 8:30 pm, table for 2: reply YES to confirm; to cancel write CANCEL” covers both cases in three lines. Businesses that measure consistently report fewer no-shows when the reminder asks for an active reply instead of just informing.
On the effect, the numbers are clear: a no-show rate that runs at 10-20% without reminders often drops below 5% when the confirmation request lands the day before. But the reminder has a tone to keep: it informs and helps, it doesn't threaten. No “if you don't respond your booking will be cancelled” as an opener: better to confirm for free and treat a no-reply as an operational signal, maybe with a second request on the morning itself for full lists. A customer who cancels through the link has done you a favour: the slot goes back on sale in time for the waiting list.
Frequently asked questions
- When should you send a booking reminder?
- The day before, between 3 and 6 pm: the customer already knows their plans and you still have time to fill a freed seat. The same day works only as a second attempt, on very busy nights.
- Should a reminder ask for confirmation or just inform?
- Always ask for confirmation: the active reply — a YES — turns the reminder into a fact you can count on, while an informative message leaves everything up in the air until the customer walks in. Whoever hasn't confirmed by evening gets a follow-up or is marked as doubtful.