A lot of time and effort goes into opening a new restaurant. Once the management team has located a piece of property they like, they then have to prove their concept’s profitability and try to secure a fair price from the property owner. Next, and in no particular order comes securing the financing, ordering all of the kitchen equipment and furniture, re-formatting the interior design and initiating construction, and of course, hiring and training a new team. With all of the work that goes into this, brands can’t afford a slow start once the doors finally open.
Below is a checklist of things that every restaurateur needs for a successful location launch:
1. Let locals know that you’re the new guy in town
Well before opening, you should install creative construction barricades or window clings that will attract foot traffic and fuel excitement. These clings / barricades are a great opportunity for you to showcase your brand’s menu offerings, tell a story, and even get people to interact and engage with the brand in-person and online.
2. Create location-based print and packaging goods
With every new location comes increased design needs from a print and packaging standpoint. Let locals know that you care and are excited about being apart of the community by including various elements of the town, city, or region into packaging, print, or design goods
3. Launch a digital campaign intended to incentivise
Create a great digital campaign intended to introduce and drive new consumers to this location. Keep in mind that people have their preferred restaurants and often need to be incentivized to try something new. Once you get them in the door, you have the opportunity to convert them into successful brand advocates.
4. Use social targeting to reach a localized audience
As we’ve mentioned before, Facebook is there for the taking. Millions of people volunteer qualitative data on themselves and it’s up to brands to use it for their benefit. Content is only half the battle, so once a great campaign is ideated, make sure to serve the right people with that content based on geography, interests, hobbies, and even competitive correlation.
5. Keep it going!
Once the doors are open, the work has only started. It is crucial to maintain the interest of past customers while continuing to educate new consumers on your existence. By consistently creating great content and properly executing it, your brand will be in a better position to succeed in the long-term.
At the end of the day, there’s a lot that goes into opening a new restaurant no matter how many times you may have done it before. My Digital Hero has a lot of experience with both launching new concepts and expanding existing ones. We've had some very successful openings already in 2017 and look forward to dozens of more throughout the rest of the year.
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