New Restaurant Marketing: What to Do Before, During and After Opening
By Bruno Vasconcellos, founder of Beatus MídiasOctober 2, 2026 · 7 min read
What should a new restaurant do before opening?
- Claim and set up the Google Business Profile early, with an opening date, category, photos and a website link. Verification can take time, so do not leave it to opening week.
- Launch the website and ordering page before the first day, so early buzz has somewhere to go. Our restaurant website guide covers what it needs.
- Build a waiting list. Collect phone numbers or emails with consent in exchange for an invitation to the soft opening or the first menu.
- Show the build-out. Short videos of the kitchen arriving, the menu tasting and the team training give neighbors a reason to follow.
- Introduce yourself locally. Neighboring businesses, local media, community groups and nearby offices.
How do you run opening week without breaking the kitchen?
The biggest opening mistake is too much demand too soon. A packed first week with long waits and wrong orders produces early bad reviews that stay on the profile. Start with a soft opening for the waiting list, friends and neighbors, ideally with limited hours or a shorter menu. Open to the public next, and turn on local ads only once service is steady, with a budget sized to the number of orders the kitchen can handle well.
| Phase | Marketing focus | What to measure |
|---|---|---|
| Before opening | Google profile, website, waiting list, build-out content | Sign-ups to the waiting list |
| Soft opening | Invitations to the list, feedback, first photos | Service problems found and fixed |
| Public opening | Local Meta and Google ads, opening offer, press | Orders, wait times, first reviews |
| First months | Review requests, follow-up, second-visit offer | Share of first-time guests who return |
What should happen after the grand opening?
- Ask every guest for a review, neutrally and without incentives, by message or a QR code on the receipt.
- Reply to every review, especially the early ones, which shape first impressions.
- Bring first-timers back with a thank-you message and a reason for a second visit. The second visit is where regulars begin.
- Keep content going with new dishes, the team and real customers, so the opening buzz becomes a habit.
- Switch to a structured plan after the first weeks, such as our 90-day marketing plan. If you are opening soon, a free audit can review your profile, site and launch ads before day one.
The bottom line
Build the audience before you open, let the kitchen settle before you scale ads and work hardest on the second visit. Opening buzz fades; regulars stay.
Frequently asked questions
How far in advance should you market a new restaurant?
Start several weeks before opening. Claim your Google Business Profile early, because verification can take time, launch the website and ordering page, and begin collecting a waiting list with consent. Share build-out and tasting videos so the neighborhood knows you are coming. The exact timing depends on construction, permits and hiring, so plan around a confirmed date.
Should a new restaurant do a soft opening?
Usually, yes. A soft opening for a waiting list, friends and neighbors lets the team practice with real orders before the public arrives. Limited hours or a shorter menu reduce mistakes. Problems found during a soft opening cost far less than bad reviews from a crowded public opening, and early guests often post the first photos for you.
How do you get customers to come back after a grand opening?
Collect contacts with consent from first-time guests and send a thank-you message soon after the visit, with a reason to return such as a new dish or a perk on the next direct order. Ask for a review in the same message. Then keep in touch with new dishes and offers so the restaurant becomes a habit, not a one-time novelty.
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