If you are reading this page you have probably typed “local inauguration” into Google.
In this article I specifically discuss what strategy you can adopt to make a successful grand opening of a new venue
One of the most powerful marketing strategies of the twentieth century is to give away one thing in order to raise demand for another.
Chris Anderson
To some it may sound like the obvious, to others it may seem like nonsense.
“I don’t give my product away.”
Absolutely understandable, maybe a little less so when you’re opening a new location and it’s critical to get possible new Customers to experience the quality of your product.
And that’s how I passed:
- from stellar restaurant openings where the customer was a guest and had the entire menu (including the wine list) at their disposal
- at openings where the owner did not discount a single euro because he needed to cash in as soon as possible.
The two solutions of “openings” above are at the antipodes. Personally, I definitely opt for the former.
I apologize in advance for the bluntness and harshness of how I subsequently expound the points.
I believe that in order to do good for a company, the only way forward is to communicate and highlight any issues and trouble spots.
Otherwise, the likelihood of being in bad water is likely to become extremely real.
As an Agency, we have been in charge of the Marketing, Communication, Web and Social Media Strategy of many venues in the restaurant business.
The 5 points I report are from my experience in the field.
1. You don’t have to be urgent to cash in
If you open a new business or restaurant and are in an urgent need to cash in, you are not following the right path.
Each activity has a variable startup time that can be 18 to 36 months.
It is essential to leave, having set aside money for your possible compensation and money for the infamous advertising.
Otherwise, if the venue does not generate the right cash flow right away, you risk finding yourself in trouble.
2. Advertising is crucial
Often times I meet entrepreneurs who have invested all their capital in building the venue and warehouse and have no money for advertising.
Well how do you now sell your assets?
Do you rely on word of mouth alone?
Why should it work no one knows you!
Don’t think that organizing an opening without giving away or discounting anything won’t cost you.
It costs you in terms of missed publicity (the famous word of mouth), missed attendance, missed startups.
3. Have people try the product to build trust
Why should I, invited to participate in the restaurant opening, pay in full for a Product I don’t know “which you sell me as good” by taking the risk, when you, who produce it, don’t want to risk a tiny part of your profit to let me try your Product?
If you are confident about the quality of your product, fear not.
Give your prospective client the opportunity to try it out.
Don’t worry, you are creating loyalty.
A good portion of them will return to your venue.
Local inauguration: conclusions
It is clear that you have to select people at the restaurant opening based on the Target of your venue.
If you open a seafood restaurant where the basic cost for a dinner for two people is 80 to 100 euros, excluding beverage, it is clear that you have to select upstream the possible target guests.
This is the reason why we focus so much on creating the Buyer Persona. Specific and as detailed as possible, customized for each of our clients.
For example, if you invite yours truly to the bar opening day, and what I find is quality, I assure you that I can be one of your best Customers 😂😜.
The item Restaurants is definitely the highest one in my Personal Budget.
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