Using Soft Launches to Generate Business
A soft launch is an event where you showcase the best of your menu and solicit customer feedback ahead of launching a new menu, or staging a grand opening. Although typically associated with the opening of new restaurants, established restaurants can also host soft launches to generate buzz and create excitement about new seasonal and specialty menus.
Think of the future
When hosting a soft launch, it is imperative to keep the future in mind. Beyond soliciting customer feedback on their favorite items, you’re building anticipation. The attendees of your soft launch will be telling friends and family about their experience, and creating anticipation to return once you have launched your new items. You can be strategic about this and offer promotions to soft launch attendees, like a buy one get one half off entree deal, or coupons for one free drink with purchase of an entree on their next visit.
Be selective about attendees
A soft-launch should be a closed-door event. You can advertise it in your restaurant and online to your patrons, but you should request that they fill out a form and provide an email address to have a chance at being selected. This helps grow your email list, increases the exclusivity of your event, and builds more hype for the event. You can also hand-select and invite people to the event, like important community stakeholders and local food influencers. These people are likely to share their experience with their large networks or following.
Solicit feedback and encourage posting
Ask attendees to provide you with anonymous feedback on your dishes. You can use any positive comments as a point of promotion on social media later when you launch your new items! You should also encourage attendees to take photos and videos, and share them online to create even more buzz about your new items. This user-generated content is another great way to highlight your new dishes on your social media profiles!
Sherane Chen LLC has expertise in marketing your restaurant’s dishes and events. We’d love to help you create buzz over your upcoming soft launch! Contact us today or call (386) 627-3628 for a consultation!