You might think that now is a terrible time to launch a new restaurant, especially in the UK. Customers are tightening their finances, and they are spending less to spend on travel, food, and drink.
However, even in a difficult market, there is always scope for new restaurants to succeed. So, if you’re a new restaurant on the scene and you’re just on the brink of launching, how can you give your new venue a boost after launch?
How can you ensure that you get a sufficient number of covers to ensure that you not only survive but, more than that, succeed? In this article, we look at 4 ways that you might want to consider to give your new restaurant a boost.
1. Use social media
It goes without saying, but more customers are using social media than ever before to find restaurants.
While in the past, your potential customers might go straight to Google to search for restaurants in their local area or the best restaurants for a particular cuisine, these days it is not unusual for customers to hit Instagram in the first instance and scroll until they find a restaurant that looks interesting.
Of course, there is a lot of competition on Instagram and while it might still be possible to breakthrough there with enticing and creative content, especially compelling video, you might want to consider getting an edge over your competitors by heading to newer, less populated platforms.
There is still scope to build a strong presence on TikTok and new emergent platforms, like Threads, could give you the opportunity to get a head start.
2. Leverage thought leadership
When launching a new restaurant, it’s easy to focus on only promoting the brand of the restaurant itself. But have you thought about publicising your team instead? Perhaps your restaurant’s founder, or perhaps your head chef?
More businesses are increasingly using thought leadership public relations to build awareness of their businesses and generate awareness among their target market. This usually involves securing coverage on the basis of your team members’ insights and expertise.
For example, in the context of a new restaurant, it might be you talking to the media about your motivation for setting up a new venue. Or it might be your chef talking about the health benefits of your particular menu on social media. Don’t always think about publicity in terms of just companies and brands.
3. Make sure that you’re truly different
Even in a difficult market, one of the best ways to stand apart from your peers and generate interest among customers is to ensure that your proposition is truly different.
If you’re launching a new Italian or Indian restaurant, you’re going to have a very difficult time grabbing people’s attention. There is simply too much competition, and it doesn’t immediately strike people as new, original, and fresh.
But what about an Albania restaurant? Or Bhutanese cuisine? Or food from Guinea-Bissau? You’ll find that people want to hear more because it is new and different for them. People always want to try new things and experiences.
And, even if you’re launching a traditional restaurant, can you think of a left-field gimmick to make it different? Perhaps a weird cocktail or dish? Zebra pasta? Or a Martini made with the poison of a pufferfish? Make sure it’s safe, of course!
4. Engage with celebrities
Finally, one of the oldest, and best, ways to generate interest is to give your venue a bit of star treatment. Is there someone special you can get down to open the restaurant? This needn’t be a Hollywood star, and might just be someone who has a strong name or social media following locally within your area?
On one hand, you might be able to leverage the individual’s name to generate a bit of coverage and interest in the local media and online. On the other hand, it will also help position your restaurant as a cool place where trendy people hang out.
Regardless of the tactics that you use, if you’re launching a new restaurant in a difficult market, you should feel confident that it’s not all bad news: some of London’s most famous restaurants have launched in the midst of recessions and downturns.
You can push through and know that if you survive the next 1 or 2 years, you’ll likely to survive for decades into the future. If you get passed this difficult period, everything else will feel easy in comparison.