Marketing for New Restaurants: First 90 Days Launch Plan

It's two weeks until opening. You've sunk your savings into the fit-out. The menu is ready. Staff are hired and trained. But your Instagram has 40 followers—all family—and nobody knows you exist yet. If this sounds like you, you're not alone. Most new restaurants face the same panic.

Marketing for new restaurants is the work of building buzz before you open and keeping it going after launch. The goal: turn first visitors into regulars in your first 90 days. New spots must start from scratch—often with little cash.

If you're panicking about filling tables on day one, you're not alone. Most new owners focus on menus and decor. Marketing gets left until the last minute.

About 60% of new restaurants fail in year one. Bad marketing at launch is often part of the problem. Whether you're starting a food business for the first time or growing a brand, the same rules apply. Good news: building buzz early helps you survive.

This guide covers what marketing for new restaurants should look like: from pre-opening buzz through your first 90 days of trading.

Related: Restaurant marketing — the complete framework once you're up and running.

What You'll Learn

• Pre-opening marketing checklist (what to do 8-12 weeks before launch)
• How to create buzz and build an audience before you open
• Launch week strategy and soft opening tactics
• 90-day marketing plan with specific weekly actions
• Common new restaurant marketing mistakes to avoid

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Phase 1: Pre-Opening Marketing (8-12 Weeks Before Launch)

Marketing for new restaurants starts well before you open. The weeks before launch are when you build your base.

Set Up Your Digital Presence First

Google Business Profile:

• Create and verify your listing as soon as you have a confirmed address
• Mark as "coming soon" or set opening hours for launch date
• Upload progress photos (fit-out, team, menu development)
• This takes 1-2 weeks for verification, so start early

Website:

• Simple landing page with: name, location, concept, opening date
• Email signup for "be first to know" updates
• Coming soon announcement
• Consider a simple Squarespace or Wix site (£10-15/month)

Social media:

• Choose 1-2 platforms maximum (Instagram recommended)
• Consistent branding across all platforms
• Begin posting 6-8 weeks before opening

Build Pre-Opening Buzz

Content to post before opening:

• Behind-the-scenes fit-out shots
• Menu trials and tasting clips
• Team intros
• Your origin story

Sneak peeks of dishes work well too.

Local PR and Community

Media list:

• Local newspapers and their food editors
• Regional food bloggers with engaged followings
• Local radio stations
• Community Facebook groups and newsletters

PR approach:

• Send personal emails, not mass press blasts
• Offer early preview invites
• Share your story: local ties, new jobs, what makes you different
• Follow up once (keen, not pushy)

Phase 2: Soft Opening (1-2 Weeks Before Public Launch)

A soft opening is key marketing for new restaurants. It's your chance to test operations while getting word-of-mouth going.

What Is a Soft Opening?

A soft opening is a low-key, invite-only trial run before your official public launch. It lets you test operations, train staff, and get early reviews. Goals:

• Iron out problems
• Train staff on real service
• Get first reviews and social posts
• Build buzz before you're "officially" open

Soft Opening Formats

Friends and family nights (Days 1-3):

• Free or heavily discounted food
• Feedback focus: comment cards, verbal feedback
• Photo opportunities for social media launch

VIP preview (Days 4-7):

• Local influencers, food bloggers, press
• Journalists and local personalities
• Potential regular customers (nearby office workers, residents)
• Reduced menu (test bestsellers)

Limited public opening (Days 8-14):

• Open to public but limited hours/covers
• Discount in exchange for honest feedback
• Strong ask for Google reviews

Related: Restaurant marketing on a budget — low-cost launch tactics.

Phase 3: Launch Week (Week 0)

This is the biggest week in your launch journey. Make it count.

Launch Day Strategy

Don't: Open quietly and hope people notice Do: Create an event worth talking about

Launch day tactics:

• Ribbon cutting with a local figure (councillor, MP)
• Free welcome drink for all guests
• Special launch menu or deal
• Photo spots set up
• Press release sent that morning
• Social posts all day

Staff briefing:

• Every team member should be able to tell your story
• Ask every table how they heard about you (tracking)
• Urge photo-taking and social sharing
• Push for Google reviews

First Week Priorities

Daily:

• Post to social media (content from the day)
• Respond to all reviews immediately
• Track where customers heard about you
• Note operational issues to fix

End of week:

• Review first week feedback
• Adjust operations as needed
• Plan week 2 promotions
• Reach out to journalists who haven't visited

Phase 4: The First 90 Days Plan

Marketing for new restaurants takes steady effort beyond week one. Here's a week-by-week plan.

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Weeks 1-4: Get Stable and Gather Feedback

If you're feeling exhausted after launch, you're not alone—most owners run on empty for the first month. Focus on steady wins.

Focus: Steady operations while building review base

Marketing actions:

• Post 3-4x weekly on social
• Reply to every review within 24 hours
• Send weekly emails to your list
• Track how customers found you

Fix any consistent complaints fast.

Goals:

• 20+ Google reviews
• Consistent social posting rhythm
• Operational issues resolved
• Initial regular customers identified

Weeks 5-8: Build Local Awareness

Focus: Expand reach beyond initial visitors

Marketing actions:

• Partner with nearby businesses (cross-promotion)
• Local leaflet distribution (targeted streets)
• Community group engagement
• First local event or special (quiz night, tasting)
• Begin email newsletter

Goals:

• 50+ Google reviews
• First repeat customers coming back
• Local business ties locked in
• Community knows who you are

See restaurant marketing ideas for more ways to build local buzz.

Weeks 9-12: Create Loyalty Schemes

If you're thinking "I can't do all this," start simple. A stamp card costs almost nothing.

Focus: Turn one-time visitors into regulars

Marketing actions:

• Launch loyalty programme (simple stamp card or digital)
• VIP list for best customers
• First seasonal menu change
• Special offer for email subscribers
• Begin planning first major event

Goals:

• 75+ Google reviews
• Loyalty scheme up and running

• 20%+ of covers are repeat customers
• Email list at 500+ subscribers

Budget Marketing for New Restaurants

New restaurants typically have tight marketing budgets. Here's how to prioritise spending.

Where to Spend (If Budget Allows)

Where NOT to Spend

• Expensive PR agencies (do it yourself initially)
• Paid influencers (invite them for free first)
• Broad advertising (too unfocused)
• Overdesigned menus and materials (simple is fine)

Free Marketing Priorities

Even with zero budget, prioritise these:

1. Google Business Profile (complete and active)
2. Social media (consistent posting)
3. Review collection (systematic asking)
4. Email list building (from day one)
5. Community engagement (local groups, partnerships)

Common New Restaurant Marketing Mistakes

Mistake 1: Waiting Until Opening to Start Marketing

Many new restaurants spend months on fit-out and menu development, then start marketing the week before opening. This leaves no time to build awareness or buzz.

Fix: Start marketing 8-12 weeks before opening. Build anticipation.

Mistake 2: Opening Too Publicly, Too Soon

A grand public opening before you've ironed out operational issues leads to bad reviews that follow you forever.

Fix: Always soft open. Use the first 2 weeks to perfect operations before going public.

Mistake 3: Neglecting Reviews in the First Month

The first 20-30 reviews establish your rating. A few early negative reviews (often from opening-week teething problems) can damage you for months.

Fix: Ask every happy customer for a review. Put this above almost everything else.

Mistake 4: Stopping Marketing After Opening

The grand opening feels like the finish line, but it's actually the start. Many restaurants market heavily for launch, then go quiet—just as momentum matters most.

Fix: Follow the 90-day plan. Marketing effort should grow, not shrink, after opening.

Key Takeaways

Weekly Action

This week, build your launch foundation:

1. Day 1-2: Set up or audit your Google Business Profile—is it complete and verified?
2. Day 3-4: Create social media accounts with consistent branding across platforms
3. Day 5-7: Write your first "coming soon" or progress update post and publish it

Pre-Launch Checklist:

• Google Business Profile created and verification started
• Instagram account set up with consistent branding
• Website or landing page live with email signup
• First behind-the-scenes content posted
• Local press/bloggers list started
• Soft opening dates planned
• Review request process documented

Related: Restaurant marketing ideas — more tactics for your launch.

Frequently Asked Questions

How early should a new restaurant start marketing?

Begin 8-12 weeks before opening. This gives you time to build social following, collect emails, and create press buzz. Most good launches start building hype at least 2 months early.

How much should a new restaurant budget for marketing?

Plan to spend 5-10% of first-year sales on marketing, mostly in pre-opening and the first 90 days. Good marketing can be done on much less with smart choices.

What's the biggest marketing mistake new restaurants make?

Waiting until opening day to start. By then you have no audience, no reviews, and no buzz. The places that thrive build hype for weeks first.

Should new restaurants use influencers?

Yes, but be picky. Invite local food bloggers to soft openings—don't pay them at first. Local reach matters more than follower counts.

Related: Seasonal restaurant marketing — plan your first holiday season.