I’ve spent a lot of my career navigating the exciting world of food and drinks events, and one of the key things I’ve learnt is that the buzz doesn’t start when the menu launches, it starts in the weeks leading up to it.
The restaurant’s that generate the most noise understand that the pre-launch activity is just as important as the launch moment itself. This is the time when you can build anticipation and really get people talking, long before they sit down to eat.
Here, I’ll explore six key considerations when it comes to launching a new menu.
Finding the Story
The first step is to find the story which you can hook the launch activity on to. Every menu will have one, whether it’s seasonal changes, chefs’ personal inspiration or bold new concepts. The most important factor to consider however is that the story needs to be authentic to the restaurant.
Journalists and influencers are constantly approached with new menus, so you need to be asking why should anyone care about this one!? Once you have the answer, everything from the angles to the content and the launch moments become easier to build out and navigate.
Developing Exclusivity
Before anything is announced publicly, you’ll want to generate that sense of FOMO amongst your audiences by leading with exclusivity. This could be a tasting evening with influencers, offering the chance to meet and interview the chef, sample a hero dish, or even a behind the scenes kitchen preview with a handful of trusted media.
These smaller, more intimate moments offer two key benefits; they give people a reason to talk about the menu and they also bring in a visual element which help drive further intrigue. They’re also invaluable from a feedback perspective, giving you insights you can take into your hard launch.
Menu Teasers
While you don’t need to reveal everything (in fact, you shouldn’t!) menu teasers are brilliant for driving interest ahead of launch. A close-up of ingredients, a short video of the chef plating a new dish or even a quote from the chef about the menu inspiration can all help to drive early intrigue. You’re aiming to plant a seed of the story and for people to get curious ahead of the bigger launch.
Timing is Everything
Your pre-launch activity needs to land at a moment that makes sense, whether it’s seasonal trends or cultural moments. A well placed exclusive or early announcement can set the tone for the entire campaign and gives journalists something to work with, and influencers something to look forward to. It also reassures your client that momentum is building in a structured, strategic way.
Build the Experience
If you’re hosting a restaurant launch event – and you absolutely should for a menu worth shouting about – it needs to feel like an experience, not just a tasting. The most successful events translate the essence of the menu into the atmosphere whether it’s the music, lighting, guest flow, or even how dishes are introduced. When you combine this thoughtful storytelling with seamless execution, you create content moments guests want to capture, not feel obliged to.
The Finishing Touch
Finally, give your guests everything they need to keep the buzz going once they leave. Make sure they have access to great imagery (whether they’ve captured this themselves or are using your assets), clear dish descriptions, and all the key information they might need to make sharing effortless. Then, monitor for that sweet, sweet press coverage and social content to repost in the lead up to the official launch.
Real buzz doesn’t just happen. It’s built through stories, experiences, and little moments that make people feel part of the journey before the first plate even lands. If you’re gearing up to launch a new restaurant or menu, we’ve built a bespoke launch package designed to make noise from day one – drop us a line at hello@hatch.group.
