How to write a weekly menu email

A well-written weekly menu email can increase orders and build loyal customers. By rotating fresh content, showcasing your food, and offering helpful details, your email becomes more than a reminder – it becomes something your customers look forward to and helps turn one-time buyers into customers who feel connected to your business.

Why weekly emails matter

Email marketing delivers 174% more conversions than social media, according to Campaign Monitor. And at Cookaborough, we’ve seen weekly emails boost sales by 20–30%.

When you land in someone’s inbox, you create a direct line to connect, inspire, and convert.

Your weekly menu email is your chance to:

• Build trust and familiarity

• Share what makes your offering unique

• Prompt customers to order regularly

Your weekly menu emails are one of the most powerful tools to drive orders and deepen customer relationships. Here's how to make them easy, effective, and authentic.

What to include in your weekly email

Writing your weekly email doesn’t have to be a chore. Here are five easy ways to beat writer’s block and keep your content fresh:

1. Share something from behind the scenes

Customers love feeling like they’re part of your kitchen story - even from afar. Strengthen the connection by sharing a quick update from the kitchen. Here are some simple ideas to rotate through:

• A glimpse into prep: Share a photo or story from this week’s cooking session. It could be a bubbling pot, your team hard at work, or fresh ingredients being prepped.

• Ingredient spotlight: Talk about a seasonal veggie, a special cut of meat, or a local supplier you're proud to support. It gives customers insight into your sourcing and values.

• Menu inspiration: Explain what inspired your menu this week. Was it a nostalgic dish from childhood? A customer request? Something you saw at the market?

• Meet the team: Introduce one of your cooks, packers, or delivery drivers with a short profile or quote. It humanises your brand and builds rapport.

• Kitchen moments: Share a lighthearted behind-the-scenes moment - a kitchen win, a near miss (safely resolved!), or a laugh with the team. It shows the real people behind the meals.

Keep it short and sweet – just a sentence or two is enough to give a peek behind the curtain without overwhelming your email.

2. Highlight what’s cooking

This is the heart of your weekly email - what’s on the menu! Use this section to get customers excited and ready to place their orders. Here’s what to highlight:

• Your hero dish: Lead with the dish you’re most excited about — something special, seasonal, or indulgent that customers won’t want to miss.

• Fan favourites or staples: Remind customers about the tried-and-true dishes they love.

• New or limited-time items: If you’re introducing something fresh or available for a short time, flag it clearly. Urgency helps drive quicker decisions.

3. Include a customer review

Social proof is powerful. Share positive feedback to build credibility and show your meals are loved by others.

4. Help customers order on time

Make it crystal clear when orders close and how they can receive their meals. This reduces confusion and drives action. For example:

"As usual, orders close Tuesday at 2pm. Pick-up orders can be collected from Mary Street Kitchen in Brunswick on Wednesdays between 12PM-4PM. Delivery orders will be delivered on Thursdays."

5. Personalise your sign-off

Add a personal touch with a signature sign-off, weekly quote, or fun food fact. A little creativity helps your emails stand out.

It’s also a great idea to offer a way to get in touch. A simple line like “Got a question? We’re happy to help – just reach out via [email/socials/contact link]” builds trust and approachability.