Launch Your New Menu Item with a Complete Social Campaign
Get 6-8 ready-to-post social updates (teasers, launch day, follow-ups) that create buzz and drive orders across all platforms.
Launch Details
We'll create a complete multi-week launch campaign
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Why Most New Menu Items Fail (And How to Fix It)
You spent weeks perfecting the recipe. Sourced premium ingredients. Trained your staff. Then posted about it once on Instagram and... crickets.
The problem isn't your dish. It's your launch strategy. One post gets buried in 15 minutes. A campaign creates momentum.
Pre-launch buzz building
Multi-platform campaign
vs. single announcement post
The Anatomy of a Successful Menu Launch
Build anticipation without revealing everything. Make people curious enough to follow your updates.
- • Blurred or partial photos of the dish
- • Ingredient spotlights: "Guess what we're making with these truffles..."
- • Countdown graphics: "Something special in 7 days..."
- • Polls and questions to engage followers with Instagram polls
Reveal what you've been teasing. Share the story, the inspiration, what makes it special.
- • Full reveal with professional food photos
- • Chef's story: Why this dish? What inspired it?
- • Key ingredients and preparation highlights
- • Price point and availability details
- • Launch date prominently displayed with compelling captions
Multiple posts throughout the day create sustained visibility. Don't rely on one post.
- • Morning announcement: "It's here!" with call-to-action
- • Mid-day Stories: First customers enjoying it
- • Evening Reel: Quick compilation of the day
- • Facebook post with reservation link
- • Consider paid promotion for maximum reach
Maintain momentum with social proof and urgency (if limited time). Don't let the buzz die.
- • Customer reviews and testimonials
- • User-generated content (repost customer photos)
- • "Still haven't tried it?" reminder posts
- • Limited-time urgency if applicable
- • Engage with all comments and tags
Platform-Specific Launch Strategies
Instagram Strategy
Best for: Visual storytelling, reaching foodies, building anticipation
- Feed Posts: Professional photos of the finished dish. Post 2-3 times across launch timeline with our caption generator.
- Stories: Daily updates, BTS content, polls, countdown stickers. More casual and frequent.
- Reels: Launch day Reel showing prep→plating→first bite. Trending audio + captions.
- Hashtags: Mix of branded, food-specific, and location tags. Use our hashtag generator for 20-30 hashtags.
Facebook Strategy
Best for: Local discovery, older demographics, event promotion
- Announcement Posts: Longer-form content explaining the dish and launch details using Facebook captions.
- Event Creation: Create a Facebook event for the launch day if it's significant.
- Paid Ads: Promote launch posts to local audiences within 10-mile radius.
- Community Engagement: Post in local foodie groups (if allowed).
TikTok Strategy
Best for: Viral potential, reaching Gen Z, authentic content
- POV Videos: "POV: You're the first to try our new [dish]" format with TikTok captions.
- Process Videos: Quick-cut cooking process from ingredients to plating.
- Trending Sounds: Use trending audio tracks for better algorithm reach.
- Authenticity: Less polished than Instagram. Real reactions, casual filming.
Email/SMS Strategy
Best for: Existing customers, driving immediate action, exclusivity
- VIP Preview: Email list gets first access or discount on launch day.
- Launch Announcement: Day-of email with photos, description, reservation CTA.
- SMS Alert: "It's here! Come try our new [dish] tonight."
- Follow-up: Week later to non-converters: "Haven't tried it yet?"
Visual Content Checklist for Menu Launches
The quality of your visuals makes or breaks a menu launch. Here's what you need to capture:
Professional, well-lit photo of the finished dish. This is your primary marketing image.
15-30 second clip of chef preparing the dish. Perfect for Reels/TikTok.
Macro shots of key ingredients. Use for teaser posts before launch.
Chef explaining what makes this dish special. Adds authenticity and story.
Time-lapse or sped-up video of the plating. Shows artistry and care.
Customer (or staff) trying it for the first time. Real reactions sell.
Kitchen prep, team collaboration, the hustle. Makes followers feel insider.
Encourage customers to tag you. Repost their photos for social proof.
Pro Tip: Hire a food photographer for 2-3 hours on launch day. The ROI on professional photos for your campaign is worth every penny. Budget: $200-500 depending on market.
Common Menu Launch Mistakes
Your post gets buried in 15 minutes. Social media algorithms favor recency. One post = almost no one sees it. Campaign = sustained visibility.
Dropping it as a surprise means no anticipation. Tease it for 7-10 days first. Build curiosity. Make people mark their calendars.
Dark, blurry phone photos don't sell food. Invest in a photographer or learn basic food photography. Lighting and composition matter enormously.
"New dish available!" doesn't tell people what to do next. Add "Reserve your table," "Order now," or "Available for dine-in tonight."
Your servers need to sell it. Brief them on ingredients, taste profile, pairing suggestions. Make them advocates, not order-takers.
5 new dishes dilute your messaging. Focus on one hero item per launch campaign. Stagger other additions over weeks/months.
Measuring Launch Success
Don't just launch and hope. Track these metrics to measure performance:
Track how many times the new item is ordered
Benchmark: Should be top 10% of menu in week 1
Likes, comments, shares, saves on launch posts
Benchmark: 3-5x your average post engagement
How many people specifically ask about or order the new item
Benchmark: 30-40% order it when mentioned
Customer photos, reviews, tags featuring the dish
Benchmark: 10+ tags/mentions in week 1
Do people come back specifically for this dish?
Benchmark: 20% of first-week customers return
Is the dish selling at a healthy margin?
Benchmark: 60-70% gross margin minimum
Complete Your Social Media Toolkit
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