Purpose:
To give founders a clear, no-nonsense roadmap for turning an idea into a crowd.
We help you build buzz before opening, pack the house on day one, and keep guests coming back long after the balloons deflate.
No gimmicks. Just story, timing, and persistence — the holy trinity of restaurant marketing.
1. Core Principles
Marketing isn’t a department — it’s the drumbeat that gets people in the door.
- Start Early: begin 8–12 weeks before opening; momentum takes time to marinate.
- Story First: every post, press pitch, and promo ties back to your brand’s concept and values.
- Omni-Channel: use digital and local — online ads, street posters, partnerships, anything short of skywriting (though we’ve considered it).
- Track & Adjust: measure weekly — engagement, foot traffic, conversions — and pivot faster than a line cook during dinner rush.
2. Pre-Launch (8–12 Weeks Out)
The quiet build before the boom.
- Brand Assets Ready: logo, colors, tagline, photos — all consistent, all beautiful.
- Website + Socials: launch a simple landing page with email signup; claim every handle before someone’s cat does.
- Press Kit: concept story, renderings, sample menu, chef bio — make journalists’ jobs easy.
- Teaser Campaign: “Coming Soon” posts, build-out pics, team intros, a whiff of what’s cooking.
- Influencer Outreach: invite local food bloggers, media, and “I-know-a-guy” types to early previews.
3. Soft Launch (2–3 Weeks Before Opening)
A dress rehearsal for greatness.
- Invite-Only Events: friends, family, and friendly critics.
- Menu Testing: collect feedback, fine-tune dishes, adjust pricing.
- VIP Night: a preview for local press, community leaders, and anyone you’ll want quoting you later.
4. Grand Opening (Launch Week)
The big bang. Let’s make noise.
- Opening Offer: something irresistible — a free appetizer, BOGO, or that limited-time “neighbor discount.”
- Media Push: press release, food media coverage, influencer content.
- Neighborhood Engagement: flyers, cross-promotions, collabs with nearby businesses. (Everyone loves free samples.)
5. First 90 Days (Post-Launch)
Momentum is the name of the game — build habits before hype fades.
- Consistent Social Content: beautiful food shots, behind-the-scenes stories, happy guests, proud staff.
- Weekly Promotions: theme nights, happy hours, seasonal menus — keep curiosity alive.
- Email Marketing: collect emails at POS, send weekly updates that sound human.
- Review Strategy: ask happy guests to share love on Google, Yelp, Tripadvisor — the digital word of mouth.
6. Deliverables Checklist
By the end, you’ve got a marketing machine — not just an Instagram account.
- Marketing calendar (12 weeks pre-launch + 90 days post-launch)
- Website + social profiles live with consistent branding
- Press kit PDF
- Influencer/media outreach list
- Opening-week promotion plan
- Guest email collection + first 3 newsletters