Looking for strategies to help you build hype for every new menu launch within your restaurant and online? If yes, this article is for you.

Building hype creates anticipation. After all, if you put effort into creating a new menu, wouldn’t you want as many people as possible to know about it and look forward to trying it on the first day of the new menu launch?

In this article, you’ll find different strategies, tips, and tools you need to prep for and launch your new menu effectively.

Here’s what we’ll cover:

• How to launch your new restaurant menu in-house.
• How to launch your new menu online.

But first, let’s see if it’s important to start promoting your new menu before the launch day.

Do you need to build hype around your new menu launch?

A new menu that isn’t hyped is just another menu in the eyes of customers when it rolls out. It doesn’t stand out or give them a reason to get excited and rush in to try it.

So, if you want all the hard work you put into creating a new menu to get the attention it deserves, build hype around it. Don’t just have it on tables or online for customers to see.

Hype is what turns “Oh, they updated their menu” into “I need to try this now!”

Here’s why it’s worth it:

It gets people talking

When you tease something like a new menu, it creates something for people to talk about. Whether on social media, in group chats, or even just among friends. Imagine a post teasing your many with phrases like “New flavors are coming” or “Can you guess what’s next?”

That kind of intrigue sparks curiosity and gets people sharing, tagging friends, and spreading the word.

It creates anticipation

A little suspense can work wonders. If people know something special is about to drop, like limited-time offers or unique flavors, they’ll want to be part of the excitement. They’re more likely to mark their calendars and show up because they don’t want to miss out on the buzz everyone’s talking about.

You’ll boost foot traffic and sales

One of the biggest goals of hyping a new menu is to get more existing or new customers ready to try what’s new through your doors. It isn’t only about showing what your chef can do and keeping regular customers engaged with your restaurant. 

You can also use it to attract new customers. More customers means more sales, which increases your profitability.

It reignites customer interest

For regulars, a new menu feels like a fresh reason to return. It’s a way to surprise them and keep your restaurant exciting. At the same time, the hype you create can grab the attention of people who haven’t visited before, showing them your restaurant is the place to be.

Customers appreciate restaurants that update their menus to stay fresh, innovative, and lively instead of sticking to the same routine.

Now we know a new menu is a fantastic promotional opportunity for your restaurant. Let’s see how we can build hype for it.

How to build hype for your new menu launch

In this section, we’ll walk you through different strategies to launch your new menu in-house and online.

We won’t get into creating a new menu for your restaurant part. This post presumes your new menu is created and ready to go. If you’re starting to think about updating your menu, you can use this guide to make a plan and start promoting your new menu launch well in advance.

How to launch your new restaurant menu in-house

Let’s start with strategies to launch a new restaurant menu effectively within your establishment.

Soft launch-specific dishes

A soft launch for a new menu happens a few days, weeks, or even months before the official menu rollout. During this time, you can introduce specific dishes to a curated guest list of family, close friends, regular customers, or select influencers.

Take Eataly, for example. They launched a 6-month series called “Icons of Eataly” featuring special dishes, classes, and events dedicated to iconic Italian pasta dishes. Each month, they introduced a new dish that tells a story about Italy’s unique history and traditions. 

That’s what we mean when we recommend soft launching specific dishes. Although it’s a marketplace for restaurants, cafes, and counters, you can still learn some things from them.

Collecting feedback and building anticipation for upcoming menu items is another important aspect of a soft launch.

Gather feedback in-person

The main draw of a soft new menu launch is to test menu items and collect valuable customer feedback you can act on. For this, use comment cards, questionnaires, or online restaurant surveys to collect guest feedback.

Feedback on:

• Taste and quality. Such feedback can help you understand how the guests perceive the flavors, seasoning, and overall quality of the new dishes.
• Customer preferences. It can help you refine your menu based on what customers enjoy most.
• Service and presentation options that can help revamp your menu design.
• General impressions, overall excitement, and reaction to your new offerings.

The restaurant management or your kitchen staff can improve their cooking techniques based on the feedback they receive. 

Our guide on what a soft opening is for a restaurant covers all the essential elements you need to know to put together a soft new menu launch.

Exclusive tasting night

Nothing draws a buzz like an exclusive tasting night event. Choose a night you’re normally closed on or usually not busy and turn it into a private dining experience. 

Invite journalists, loyal customers, and other influencers like food bloggers, food critics, or local VIPs. The event should be held before your new menu officially rolls out so that these influencers get a sneak peek (and taste) of your new food.

Here’s how you can pull this off

Create an invitation-only atmosphere by sending personalized invitations early, whether it’s one-on-one or via digital, to make it feel special and exclusive. In that invitation, clearly communicate the event details, what to expect, RVSP info, teasers for the menu, contact details for questions, and promotions, if any.

Highlight the exclusivity of the night with special decor, personalized menu, and background music to set the scene.

Have chefs or staff introduce the dishes, sharing the story behind the ingredients, inspiration, and preparation. This adds a personal touch and creates a connection with your brand.

What makes an exclusive tasting night so special

Holding an exclusive tasting event lets you acquire first customers by invitation only. Making these guests feel valued can encourage them to share the invitation with friends and family.

The press or influencers will be encouraged to write about your new menu in detail and raise awareness through early reviews, press releases, social media posts, and word of mouth. 

Keep in mind that a new customer you acquire by word-of-mouth has a 16-25% higher lifetime value than those you acquire from other sources. So, you’ll want to take this seriously.

Do chalkboard announcements

Want to tease your new menu launch with suspense of some kind?

Consider making chalkboard announcements. It’s one of the most efficient ways to build excitement for passersby or diners who didn’t make it onto your exclusive guest list.

For instance, you can place a kickstand chalkboard at the entrance with a teasing phrase like “Get Ready! Exciting New Dishes Coming Up! Watch this Space.” It might not work the magic on the first day, but announce a new menu launch every day, and you’ll get the public’s interest with time.

Decorate your chalkboard announcement with art

A chalkboard announcement is an art. 

You can draw images/illustrations, use colors, or be playful with the descriptions of upcoming menu items to capture attention. Doing it in the form of a chalkboard countdown that updates regularly can create the much-needed buzz and excitement you’re after.

Benefits of using chalkboard announcements

Anyone can use it. Coffee shops use it – bars, restaurants, diners, etc. Chalkboards are cheap to make. You can purchase chalkboard contact paper or vinyl sheets and packs of liquid chalk markers.

They are also:

• Customizable. You won’t have to repurchase your signage every time you want to make a change. Simply wipe off the existing design and create a new one using liquid chalk markers.
• Eye-catching. Any potential customer passing by your diner will be captivated by the artful appearance of even your simplest chalkboard.

Besides, chalkboards offer so many crafty possibilities. The ideas are unlimited! You can make chalkboard menus, trays, mugs, tabletop boards, hanging chalkboard displays, and much more to help your business flourish. They are all budget-friendly and easy to make.

Create interactive menu displays by highlighting new menu items

Chalkboard announcements are often placed outside to target passersby. But what about the diners already inside your restaurant?

There are multiple places where you can build even more hype and excitement for your new menu items in-house. These include your menus, tabletops, or at the counter. 

Highlight new menu items with Orderable

Let’s take the menu, for example. One way to build hype is by creating interactive menu displays using Orderable. Generally, Orderable is a WordPress plugin that directly adds an online ordering system to your WordPress site.

More specifically, this plugin lets you indicate new items on your digital food menu with customizable labels and icons that stand out. For instance, you can create uniquely bright labels or icons like “New!” or “Chef’s Special” to draw customers to these items and let them explore further. Or make them aware of any menu changes or updates.

You can do the following:

• Edit the colors of your new product labels.
• Choose which font to use for your labels and relevant icons.
• Decide the position you want to display your label. If it’s at the top of the product image, in the middle section, or at the bottom of the image on the category page.
• Add multiple labels per food item. 

Other ways you can highlight new menu items

In addition to creating bright labels and icons, you can create wall posters, hang signs, or install digital screens highlighting specific dishes, promotions, or new menu offerings. 

Even better, create table tents with high-quality photos of your signature new dish. Then, add descriptions and QR codes linking to videos or stories behind the dishes. While guests settle in, they can explore the stories or inspirations behind your new dishes, start conversations, and develop a personal connection to your upcoming menu.

This is the kind of connection that’s enough to make customers look forward to your new food menu while fully enjoying their meal.

Get your house staff excited about the new menu

Getting the press and influencers excited about your new dishes is a good start. But they’ll only give you an initial push. It’s much more crucial to drum up the support, excitement, and enthusiasm of your staff. After all, they’ll be the ones selling it to the customers.

Hold a menu-tasting session with your team

So, as a restaurant owner, consider holding a private menu-tasting session with your team. During this session, you can educate them about new menu items, the ingredients used, and the story behind their creation.

Allowing your servers, for example, to taste the new dishes will not only enable them to answer customer questions effectively but will help them identify their favorite dishes. This way, servers can make genuine customer recommendations and share their excitement for the new menu. 

So far, we’ve got the press and influencers on board. We’ve got regulars, dine-in customers, and passersby on board. We’ve also got your staff on board. Now, it’s time to create anticipation in your online customers or followers.

How to launch your new restaurant menu online

In this section, we’ll walk you through some strategies for building hype for a new menu launch online.

Tease a new menu launch on social media, email, your website – everywhere

If you’ve followed our tips on email restaurant marketing strategy and social media, you should now have a strong following on Instagram and Facebook and a big email list. It’s time to make the most of this customer base.

Start by taking high-quality, mouth-watering food pictures. You’ll need them for your social media campaign. If you can’t take high-quality photos in-house, hire a professional. It typically takes only a couple of hours, but the results will make your new dishes look irresistible to foodies.

Create a social media hype

There are several things you can do to let social media take your new menu launch viral. 

For example, you can create a branded hashtag on Instagram or X. It’s a great way to get people involved with and share the menu items you’re planning to launch.

That’s exactly what Ben & Jerry’s did when they launched a new flavor. They used a simple, branded hashtag like #benjerryflavor to encourage sharing of the new product.

What else can you do to create social media hype?

You can also hold a countdown to the launch date as the date draws near. This can help provide a constant reminder so everyone knows when to expect the new menu to be available.

• Share behind-the-scenes photos or videos of your team preparing the new dishes, but keep some details under wraps to build anticipation. 
• Start a teaser campaign, but give it a catchy name, preferably one that connects with the hashtag you’ve created for the product.
• Hold giveaways and contests where followers can win a chance to try the new menu for free. Ask them to like, comment, and share your post to participate, increasing your visibility.
• Spread the new menu launch “coming soon” message across every social media channel you use. The point is to make a bold statement so that people notice you and your message.

Get emailing

Once your social media campaigns are set up and messages are scheduled, it’s time to focus on email. If you use autoresponders like Mailchimp, ConvertKit, or GetResponse, you can easily complement your social media efforts by sending automated emails to boost engagement.

If you don’t have an email list, it’s time to start building one as early as you can before the new menu launch.

Tip: Use catchy subject lines like “Get Ready to Order Your Favorites Online!” to draw attention.

We recommend sending one email every week for at least a month before your new menu launches. This will give you enough time to create awareness without spamming your customers’ inboxes. 

Create anticipation

The best products are the ones we’re excited about before they arrive. To drive this kind of anticipation and make your new menu a proper restaurant success, you need to use some carefully crafted strategies that encourage excitement early on.

Take pre-orders

When the official rollout draws near, start taking pre-orders for the new menu items. Do this by promoting exclusive access to these dishes for early customers. For instance, by showcasing the benefits and convenience of ordering online from you. Use headlines like “Order from the comfort of your home” or “Skip the line – order ahead for pickup!”

The WordPress plugin Orderable can help in such exclusive scenarios.

Highlight new menu items with Orderable’s product labels

This plugin allows you to create a customizable food menu with product descriptions, high-quality images, prices, add-ons, product labels, allergen and nutritional info, etc. If you want to, you can start with their ready-made menu layouts.

You can feature new additions on these menus using product labels. Then, pair them with enticing offers like discounted bundles or complimentary add-ons for those who pre-order.

Customers will be able to browse their order, customize it, and select a pickup or delivery date for their dish before the official launch arrives.

Build a waitlist

If pre-orders aren’t an option yet, create a waitlist for your new menu launch. Let customers sign up to be notified when the menu goes live, positioning them as VIPs who’ll get first access. 

A waitlist builds exclusivity and ensures you have an eager audience ready to dive in the moment the new items become available.

Generally, preorders and waitlists can help you gauge demand, generate early sales, and reward loyal customers.

Offer launch day incentives

Everyone loves a good deal, and launch day is the perfect time to entice new customers with exciting offers. 

For instance, use a special promo code like “ONLINE10” to give customers 10% off their first online order. Then, promote the code across your social media channels, website, and email campaigns to ensure maximum reach. The idea is to make customers feel like they’re getting an irresistible deal just for trying your new menu.

Other options include:

• Sweetening the deal by offering freebies or upgrades. For instance, you can offer free deliveries, a complimentary drink, or an upgrade for launch-day orders. 
• Exclusive online bundles. Bundle your new menu items into value-packed deals available only online. For instance, you can create a combo that includes your signature new dish, a side, and a drink at a special price. 
• and more.

Generally, these launch day incentives will encourage customers to act fast, try your new offerings, and build excitement for what’s to come.

Promote through influencer marketing

While it isn’t a free way to market your product, this strategy can be a fantastic alternative if you don’t have connections with top-tier influencers. Partnering with local influencers, such as food bloggers or micro-influencers, can help you reach a targeted, engaged audience in your area.

Why influencers can be crucial during a new menu launch

Local influencers are often seen as trendsetters. 81% of customers willingly follow their recommendations. Another 69% of customers trust influencer content over information coming directly from your business.

Note: Looking for ways you can connect with the right influencers? Read our guide on how to find and talk with the right restaurant influencers who can help promote your business.

Generally, working with local influencers isn’t only affordable. They have a more personal connection with their audience, making their endorsements feel authentic and trustworthy. Their posts, stories, or videos can generate buzz, build anticipation, and direct traffic to your online ordering platform.

To amplify the impact, offer these influencers unique promo codes to share with their followers. In this way, you’ll be able to incentivize their followers and measure the success of your influencer partnerships.

Get ready for your new menu launch

The difference between a restaurant that builds hype for its new menu launch and one that doesn’t is the buzz it creates.

Customers don’t just hear about new menu offerings unless it’s made known to them. There are different strategies this guide provides to help you make your new menu launch memorable, successful, and a must-try for any customer it reaches. 

The WordPress plugin Orderable can be a crucial tool during your menu launches. It ensures that your new menu design stands out. Creating unique and bright labels and icons draws a customer’s eye so they can browse new menu items further.

It is also a robust online ordering system that lets customer browse menus conveniently, customize their order, pay, and checkout out as quickly as they can.