Launching a new restaurant is an exciting venture—but it’s also a high-stakes challenge. With increasing competition, ever-changing customer tastes, and limited time to make a strong first impression, attracting customers from day one is crucial. That’s where paid social media comes into play.
At Harrix, we work with hospitality brands across the UK to transform empty tables into bustling dining rooms. Here’s why paid social should be at the heart of your marketing strategy when opening a new restaurant.
1. Instant Awareness in a Crowded Market
Organic reach on social platforms continues to decline. You could post regularly about your launch, but if no one sees your content, it won’t make an impact.
Paid social allows you to cut through the noise and place your brand directly in front of your ideal customers today. With precise targeting (by postcode, interests, food preferences and behaviours), you can reach people locally who are passionate about discovering new places to eat.
2. Build Anticipation Before You Open
The weeks leading up to your opening are invaluable. Paid ads allow you to:
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Tease your menu or chef’s specials
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Promote early booking options
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Offer exclusive launch-night invites
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Collect emails for your opening newsletter
By the time your doors open, you’ll already have built excitement, a list of interested customers, and possibly even full bookings.
3. Local Targeting = Relevant Footfall
One of the greatest advantages of paid social is local targeting. Platforms such as Meta enable you to show ads to users within a specific radius of your venue—perfect if you’re opening in a city neighbourhood or a popular high street.
You can also target office workers during their lunch breaks or locals searching for a Friday night dinner spot. It’s all about putting your restaurant in front of the right people at the right time.
4. Encourage Immediate Action with Offers and Events
Nothing motivates a visit like a well-timed offer. Whether it’s:
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20% off your first meal
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A free cocktail with any main dish
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Invite-only soft launch events
Paid social lets you promote these with eye-catching creatives and clear calls to action. You can track clicks, bookings and ROI in real-time.
5. Amplify Social Proof and Reviews
Once your early diners share photos or reviews of your food, atmosphere or service—you can amplify that content with paid ads. Social proof builds trust. Boosting a positive review or an influencer visit can turn curious browsers into actual customers.
6. Test, Learn, and Optimise
Paid social provides you with valuable data. Which audience booked the most tables? Which ad creative had the best click-through rate? You can refine your messaging in real-time, unlike traditional PR or print advertising.
That means smarter spending, better results, and insights that shape your entire launch campaign.
Final Thoughts
Your restaurant might have an outstanding menu, stylish interiors and a passionate team—but none of that matters if no one knows you exist.
Paid social media is no longer optional for restaurant openings—it’s essential. It delivers instant visibility, drives bookings, and builds momentum when it matters most. At Harrix, we help hospitality brands create paid campaigns that deliver real-world results.
