influencer marketing for restaurants | FranchiseMoneyMaker.com

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Launching a new restaurant? Your marketing must begin long before the doors open. This step-by-step 30, 60, 90-day social media strategy covers everything from influencer partnerships and targeted ad spend to Google profile optimization and local engagement. Learn how to build buzz, drive foot traffic, and create long-term brand loyalty using platforms like Instagram, Facebook, TikTok, and more. Whether you’re opening your first unit or expanding your brand, this guide will give you the edge to stand out and scale.

HOW TO PLAN AND EXECUTE A WINNING SOCIAL MEDIA CAMPAIGN WHEN OPENING A NEW RESTAURANT

Opening a new restaurant is more than just preparing a great menu and hiring staff. It’s a campaign that starts long before your first customer walks through the door. Today’s diners don’t discover restaurants by chance, they discover them through curated content, community engagement, and targeted online visibility. Social media is the most cost-efficient and scalable way to generate this exposure.

This article outlines a comprehensive 30, 60, 90-day social media plan to help restaurant operators launch strong, using platforms strategically, budgeting effectively, targeting smartly, and leveraging the community and local influencers. With a disciplined approach, your digital presence can drive both anticipation and foot traffic before you even serve your first meal.

60 Days Before Opening: Build Awareness, Spark Curiosity

At this stage, the restaurant is likely still under construction, but the clock on public perception is already ticking. The goal here is to establish brand presence and start building familiarity.

Platforms to Focus On:

Instagram: Ideal for visual storytelling, using construction photos, mood boards, and sneak peeks to create a narrative. The popular Brooklyn-based restaurant Lilia documented their build-out on Instagram, building anticipation and a loyal following before their opening.
Facebook: Especially important for older demographics and local community engagement. Use it to join neighborhood groups, post event updates, and create Facebook Events.
TikTok: If you’re targeting Gen Z or millennial foodies, start posting behind-the-scenes videos and teaser content. Look at what Poppy + Rose in Los Angeles did on TikTok, showcasing their menu development and staff onboarding to viral effect.
LinkedIn: For more professional exposure, use it to network with local business owners, potential partners, and vendors.
Google Business Profile: Get it verified immediately and start posting images and updates. This improves SEO and ensures visibility in local searches.

Content Strategy:

Schedule 3 to 5 posts weekly across all platforms.
Highlight the journey, not just the destination: show floor plans, kitchen installation, logo design, and team hiring.
Tease your mission and story: Why this restaurant, why now, and why here?

Budget and Ad Spend:

Begin with a conservative ad budget of $300 to $500 per month. Target ZIP codes within a 2 to 5 mile radius. Focus ads on brand awareness and page follows, rather than conversions.

30 Days Before Opening: Drive Excitement, Build Anticipation

With one month to go, the public should already know who you are. Now you shift into high gear with offers, events, and partnerships that give people a reason to pay attention and engage.

Platform Tactics:

Create an official Grand Opening Facebook Event and invite local groups.
On Instagram and TikTok, post countdown graphics, kitchen tests, and staff training videos.
Update your Google Business Profile regularly with photos and expected opening dates.

Engagement Tactics:

Launch giveaways: “Tag a friend to win free dinner on opening night.”
Encourage pre-opening reservations for a soft launch or private tasting.
Run polls: “Which dish are you most excited about?”

Community and Influencer Engagement:

Partner with local food influencers, particularly micro-influencers (2,000 to 25,000 followers). For example, in Atlanta, @ATL_BucketList has successfully helped local restaurants gain traction with simple preview posts and food shots.
Reach out to the Chamber of Commerce, PTA groups, neighborhood associations, and fitness studios. Offer group tastings or co-branded giveaways.

Case Study Example:
Buttermilk Kitchen in Atlanta partnered with local yoga studios and mommy bloggers to drive awareness. Their strategic posts two weeks before opening generated a 150 person waitlist for their soft opening.

Budget:

Increase spending to $750 to $1,000 this month. Prioritize retargeting audiences who interacted with the previous month’s content. Run story ads with “Swipe Up to RSVP” features and incentivize early followers with discount codes.

Grand Opening to 30 Days Post-Opening: Go Full Throttle

This is your moment. You must dominate the digital space and sustain momentum through the first month of operation. Your social media activity should now feel like an extension of your restaurant’s hospitality.

Posting Strategy:

Post daily across all channels. Your guests will become your content creators—repost their content, comment, and thank them.
Share real-time updates: “It’s our first Saturday brunch—come hungry,” or “Our chef just dropped a new off-menu special.”
Use Instagram Reels to highlight popular dishes, chef cameos, and time-lapse videos of a full dining room.

Influencer Re-Engagement:

Invite influencers back in for a full meal and offer curated plates they can feature.
Ask for candid feedback to improve both food and service before reviews go live.

Community Anchoring:

Partner with a local school or nonprofit. Run a “Dining for Dollars” event where a portion of proceeds supports their cause.
Offer limited-time menu items named after local landmarks or figures.

Blogging and SEO:

Create blog content to boost search rankings and give social media content more depth:

“How We Built Our Restaurant From Scratch in [City]”
“Top 5 Things You Didn’t Know About Our Menu”
“Why We Chose [City] for Our First Location”

Share these across LinkedIn and email newsletters, and repost on Facebook and Instagram with simple graphics.

Case Study Example:
Rasa, an Indian fast-casual restaurant in Washington, D.C., used a combination of community engagement, email marketing, and influencer-driven content to generate over 3,000 followers before opening. In the first 60 days, they doubled that number with daily posts, event promotions, and cross-posted media appearances.

Budget:

Spend $1,500 to $2,500 on social media ads, emphasizing grand opening specials, customer testimonials, and influencer shoutouts. Include geotargeted ads with “directions” and “call now” CTAs to encourage real-time visits.

Final Word

Launching a restaurant in today’s environment requires more than just passion and product. It demands a smart, sequential digital game plan that integrates content, connection, and community. Done right, your social media campaign will do more than just promote your opening—it will lay the foundation for a brand that thrives well beyond opening day.

So, plan ahead. Post intentionally. Engage your neighbors, your fans, your influencers. Because buzz isn’t luck—it’s built.

Sources Used for Research:

All content, copyrights, and publication rights belong to Gary Occhiogrosso. No portion of this article may be reused or republished without express written consent.

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#SocialMediaStrategy
#RestaurantLaunch
#InfluencerMarketing
#FoodBusiness
#FranchiseGrowth

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This article was researched, outlined and edited with the support of A.I.