Hungry for Better Marketing? RCS Is the Missing Ingredient

Have you ever received an enticing discount text promotion from a restaurant, only to discover you’re logged out of your account, or the link takes you to an app you don’t have? That inconvenience can be enough to stop you from ordering. 

What if you could remove that friction from your customer experience? The next generation of messaging technology makes it possible, allowing people to order seamlessly from the text itself while still receiving an immersive brand experience. 

Rich Communications Services (RCS) is quickly on its way to first complimenting and eventually replacing established Short Message Service (SMS) and Multimedia Messaging Service (MMS) as the standard messaging protocol. Rather than panic at the prospect of this change, restaurant owners and operators should rejoice at this opportunity to enhance and streamline the ordering experience. 

RCS Enhances the Value of Mobile Marketing

More than seven in 10 consumers have made a mobile order, making phones a prime mechanism to motivate purchases. And text message marketing is superior to email. About 97 percent of texts are opened within 15 minutes, whereas only 20% of emails are opened at all. While SMSs are great at reaching people, they can create hurdles to completing a purchase. 

First, SMS messages often don't have the flair consumers are used to in other communication channels. Their plain text might not always grab attention or drive the actions you're looking for. Second, users must leave the text app to act on the message. After they wait for the site or app to load, they might have to log in or navigate around the page to find the offer. Each step gives them more time to reconsider their purchase decision. 

Plus, with so many text phishing schemes happening, many people might hesitate to click the link. 

So, what makes RCS different — and better — than SMS or even MMS? 

● The Visuals

RCS supports rich media, including high-resolution images, videos and even branding. Rather than sending black-and-white text, the message delivers engaging visuals and the same brand feel users get from your app. These messages even feature verified sender checkmarks to confirm a message’s legitimacy.

Multimedia has been proven to enhance the effectiveness of marketing campaigns. Over Thanksgiving weekend in 2024, a major clothing retailer tested both plain text and multimedia messages to promote their sales. Messages containing images and videos generated double the revenue per message of text-only promotions. RCS is set to take this success to new levels. 

● The Interactivity

Your customers can interact with the content directly within the RCS message. Multimedia cards and carousel displays showcase a gallery of delicious-looking options to hungry users. A recent survey conducted by Vibes found that 55 percent of respondents would be more likely to explore options if presented with a swipeable product gallery. 

RCS messages can also include one-tap call-to-action buttons, such as “Order Now” or “Schedule Order for Later.” This capability eliminates friction that might cause someone to change their mind about ordering. Half of Vibes survey respondents prefer or are open to text-based purchasing. That number jumps to 63 percent for people ages 18-34. 

RCS also contains features similar to those of messaging apps like WhatsApp, such as read receipts and typing indicators, and supports two-way communication between brands. In the Vibes survey, nearly 70 percent of consumers said being able to ask questions and get responses would make them more likely to engage with a brand’s message.

● The Metrics

Insights generated from RCS messages vastly outclass those provided by SMS. Restaurants can collect data like read receipts, interaction timing, reactions, multimedia element engagement and conversion rates, empowering you to build highly personalized campaigns. 

The Rise of RCS

While people can still send and receive SMS and MMS, most major carriers now support RCS messaging. Apple’s inclusion of RCS in its newest iOS spurred rapid adoption. This protocol will likely be the standard for customer experience by the end of the year, so there’s no time like the present to start adding it to your marketing campaigns. 

Being an early adopter lets you stand out among the competition. While others send plain text promotions, you can deliver an unparalleled experience. Testing your strategies now allows you to gather insights and fine-tune your approach while the rest of the market catches up. 

Change can be overwhelming, especially for busy restauranteurs. But there’s no reason to fear RCS. The sooner you start experimenting, the sooner you can boost your business.