One of our specialties at National Restaurant Consultants is launching restaurant startups. With many clients, we work on existing projects, making adjustments to modernize, improve efficiency, and increase profitability. With new restaurants, we take all of that experience and weave it into a restaurant’s fabric from the beginning. Just check out our success rate with new restaurant projects.
A lot goes into a restaurant long before opening night. And when it comes time to open those doors to the public for the first time, there is plenty riding on that first impression alone. From potential customers to media to even future employees, a restaurant’s opening is a crucial part to early success.
When it comes to opening day, much of the public’s perception is communicated through media, influencers, and reviewers. Your operations should be well prepared before this point. For opening night, it is these target groups you turn your focus to. That’s why Austin Copley, an account associate at Inspire PR Group, shared five tips for a successful opening with Nation’s Restaurant News (NRN). The tips focus on the public-facing components of a restaurant opening and how to prepare ahead of time in order to make the most of that first impression.
Consider your brand. Branding is more than just the color scheme of your menu or the logo that goes on the front door. It’s the story behind your restaurant, and, as Copley puts it, the “why”. “Weave this story throughout your website, press materials, and marketing collateral so every touchpoint reinforces your identity,” he suggests.
Build relationships with media. Getting to know the press before your opening is important for several reasons, not the least of which: knowing about a story ahead of time makes it more likely they will show up for you in the moment. But through these relationships, you might also generate early buzz. Think outside of the box, and consider not only the large media outlets in your area but also “up-and-coming restaurant reporters and local lifestyle and foodie social media influencers,” says Copley.
Catch the eye. We are living in a visual society, and food and sight have long been connected—“a feast for the eyes” or “eyes being bigger than the stomach.” Investing in the visual elements of your marketing, your online presence, your menus—all of this connects with early adopters of your restaurant and gives the media something to share. Copley strongly recommends using a professional photographer to create beautiful content.
Community partnerships. At National Restaurant Consultants, we believe that restaurants are part of communities. Your best and most important customers are those right in your neighborhood who support you and want to see you succeed. When forming early connections, consider those organizations and businesses that are right in your neighborhood and develop relationships. Copley stresses the importance of “[building] goodwill and creating authentic connections [that] will help turn your neighbors into your most loyal brand advocates.”
Create a PR and marketing plan for the event and beyond. Even the most prepared restaurant can’t open its doors and expect all to run smoothly. There must be a plan in place for the opening event, one that matches the brand story so that it will carry through the next days and weeks to come. Preparation for opening night begins long before the date on the calendar. Copley says to “consider planning the first three to four months of marketing and PR efforts in advance, so you’re not scrambling once doors open.”
Richard Weil, principal and owner of National Restaurant Consultants, adds to the restaurant opening process, noting, “Many restaurants open often with a ‘hurry up and wait’ approach. So often openings are dependent upon final inspections, liquor licenses, and hiring. There are no dress rehearsals when it comes to opening, but a carefully thought out and tactical soft opening plan, often provides a cushion for training and even mistakes to be forgiven. At National Restaurant Consultants we have opened hundreds of restaurants with this proven soft opening process to minimize failures and to deliver to new and anxious guests who want to try the new restaurant with great results.”
This excellent article gives great insight about restaurant PR and marketing, even beyond opening night. Following these tips and working with a restaurant consultant and professionals early on can make your new restaurant one of those businesses that is part of our amazing success rate.