Opening a new restaurant is a high-stakes game. You’ve got one chance to make a great first impression on your guests.
A restaurant’s soft opening is your secret weapon. It’s a trial run that lets you test your menu, train your staff, and work out the kinks before the big day.
Whether you’re a first-time restaurateur or a seasoned pro, this toolkit has everything you need to nail your soft opening and set your restaurant up for success. Discover the essentials of franchising your restaurant with our 5-step guide, ensuring your venture moves from a successful opening to a thriving franchise.
Let’s dive in.
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How to Stage a Restaurant Soft Opening Successfully
A restaurant’s soft opening is a crucial step in preparing for a successful grand opening. It’s essentially a dress rehearsal where the restaurant operates with a limited menu, hours, and guest list. This controlled environment allows the staff to get comfortable with their roles, test out the kitchen equipment, and identify any issues before opening to the general public. Understanding why some restaurants stumble during their initial phase can illuminate the importance of a well-planned soft opening, offering insights into avoiding common startup mistakes and steering your establishment toward long-term success.
Examples of Restaurant Soft Openings
There are several types of soft openings a restaurant can choose from, depending on their goals and readiness level:
Friends and Family Soft Opening Event
This type of soft opening invites the restaurant owners and staff’s friends and family to dine at the restaurant. It’s a great way to get honest feedback from a supportive crowd and boost staff morale. However, it’s important to remember that friends and family may be more forgiving of mishaps than regular customers. Understand the role of RevPASh, or revenue per available seat hour, in gauging the early success of these soft openings and strategize on how to enhance it for future profitability.
Invited Guests Soft Opening Event
For this soft opening, the restaurant invites a select group of guests, such as local influencers, food bloggers, or loyal customers from a previous location. This invite only event allows the restaurant to generate buzz and gather feedback from a more objective audience. It’s crucial to have a solid invite list and communicate the event’s purpose clearly to attendees.
Limited Hours Soft Opening
A full or limited menu and hours soft opening allows the restaurant to open to the public but with reduced hours of operation. This could mean opening only for dinner service or for a few hours during lunchtime. It’s a good option for restaurants that want to test their operations with a larger crowd while still maintaining some control over the flow of customers.
Duration:
Soft openings typically last a few days to a few weeks to incorporate feedback and address any last-minute issues
How Does a Restaurant Soft Opening Work?
During a soft opening, the restaurant typically offers a limited menu featuring their signature dishes and a few crowd-pleasers. This allows the kitchen staff to focus on executing a smaller number of dishes consistently and efficiently. The front-of-house staff can also use this opportunity to practice their service flow, test out the POS system, and get familiar with the full menu again.
Guests at a soft opening are usually aware that they are part of a test run and are encouraged to provide feedback on their experience. Comment cards or brief surveys can be provided to gather structured feedback, while staff should also be trained to listen for verbal feedback and observe guests’ reactions.
Pricing Strategy:
The pricing strategy for a soft opening can vary, but it is often used to test pricing and menu items before the grand opening.Feedback Strategy:
Having a feedback strategy in place, whether through questionnaires or informal discussions, is essential to gather insights promptly and make necessary adjustments.
One common question is whether guests pay for their meals during a soft opening. The answer depends on the type of soft opening and the restaurant owner’s goals. For friends and family events, the meal is often complimentary or heavily discounted. For guest events, the restaurant may offer a special prix-fixe menu or a discount on the regular menu. During limited hours soft openings, guests typically pay full price, but the restaurant may offer a special promotion or discount to encourage trial.
Tipping during a soft opening is another topic of interest. In most cases, guests should tip as they would during a regular dining experience. However, if the meal is complimentary or heavily discounted, the restaurant may communicate to guests that tipping is not necessary or that a smaller tip is appropriate.
Full-Price Meal:
Tip at least 20% of the full-price meal, even if the meal is discounted or free. This ensures that the staff is fairly compensated for their service.Complimentary Meal:
Consider leaving a significantly higher tip, as the meal is essentially free. This shows appreciation for the hospitality and the opportunity to provide feedback.Tip Pool:
If a tip pool is created for all staff to share, participate in it to ensure that everyone involved in the event is fairly compensated.
By the end of the soft opening period, the restaurant should have a good sense of what’s working well and what needs improvement before the grand opening. This could include tweaks to the menu, adjustments to the service flow, or updates to the décor and ambiance. The feedback gathered during the soft opening is invaluable in ensuring a successful grand opening and beyond.
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Benefits of a Restaurant Soft Opening
Identify and Resolve Issues
A soft opening provides an invaluable opportunity to test your restaurant’s operations in a controlled environment. By inviting a limited number of guests, you can carefully monitor every aspect of your business, from the kitchen to the front of the house, and identify any issues that need to be addressed before the grand opening.
During the soft opening, pay close attention to the flow of your kitchen. Are orders being prepared efficiently and accurately? Are there any bottlenecks in the process? This is the time to fine-tune your menu, adjust portion sizes, and ensure that your kitchen staff is working cohesively. For example, a successful soft opening at a brewery involved inviting friends, family, industry affiliates, and those who heard about the event through word of mouth. No advertising was done to maintain the purpose of the first soft launch date and opening.
In the dining room, observe how your servers interact with guests and how well they handle the pressure of a busy service. Are they knowledgeable about the menu and able to make recommendations? Are they attentive to guests’ needs without being intrusive? Use the soft opening to refine your service processes and ensure that your staff is providing the level of hospitality you expect.
Train and Prepare Staff
A soft opening is an ideal time to provide hands-on training for your entire team. Your servers, cooks, and hosts will gain valuable experience working in a real-world setting, allowing them to build confidence and develop a sense of teamwork.
During the soft opening, encourage open communication among your staff. Hold pre-shift meetings to discuss the menu, service expectations, and any special events or promotions. Encourage your team to ask questions and share feedback throughout the soft opening period.
Consider assigning experienced staff members to mentor new hires during the soft opening. This will help ensure that everyone is following proper procedures and providing consistent service. By the time of your grand opening, your team will be well-prepared and confident in their roles.
Generate Buzz and Word-of-Mouth
A soft opening is a perfect opportunity to generate excitement about your restaurant leading up to the grand opening. By inviting a select group of guests, such as local influencers, food bloggers, and loyal customers, you can create a sense of exclusivity and encourage word-of-mouth marketing.
Encourage your soft-opening guests to share their experiences on social media and leave reviews on platforms like Yelp, Google, and Facebook. Positive reviews and testimonials from early guests can help build anticipation and attract more customers to your grand opening. For instance, a brewery invited local “social media influencers” and sent them home with a 4-pack of beer, which helped generate buzz and attract more customers.
To maximize the impact of your soft opening, consider offering special promotions or exclusive menu items. This will give your guests an added incentive to share their experiences and recommend your restaurant to others.
Gather Valuable Feedback
One of the most significant benefits of a soft opening is the opportunity to gather valuable feedback from your guests. Encourage your soft opening attendees to provide honest opinions about their experience, from the quality of the food and service to the ambiance and overall impression of your restaurant.
Use comment cards or online surveys to collect feedback from your guests. Ask specific questions about the menu, service, and atmosphere to identify areas for improvement. Be open to constructive criticism and use this feedback to make necessary adjustments before the grand opening. For example, a restaurant used surveys to gather feedback and made adjustments to their menu and service based on the input received.
In addition to guest feedback, solicit input from your staff. Your team will have valuable insights into the challenges they faced during the soft opening and suggestions for improving operations. Incorporate their feedback into your training and processes to ensure a smooth grand opening.
Refine Your Menu
A successful soft launch or opening allows you to test your menu in a real-world setting and make necessary adjustments based on guest feedback and kitchen performance. Monitor which dishes are most popular and which ones are not selling well. This information will help you optimize your menu for the grand opening.
Pay attention to the timing of each dish, from preparation to service. Are certain items taking too long to prepare, causing delays in the kitchen? Are there any dishes that consistently arrive at the table cold or overcooked? Use this time frame as an opportunity to refine your recipes and streamline your kitchen processes.
Consider offering a limited menu during the soft opening to simplify operations and allow your kitchen staff to focus on executing each dish flawlessly. As you gather feedback and make adjustments, you can gradually expand your menu for the grand opening. For example, a restaurant started with a limited menu and added more dishes every weekend, allowing them to refine their offerings and build a following.
Case Study: The Successful Soft Opening of The Burger Joint
The Burger Joint, a new restaurant in the heart of the city, decided to host a soft opening to refine their menu and improve kitchen operations before the grand opening. Here's how they did it:
Menu Planning
The Burger Joint's menu was a crucial aspect of their soft opening. They decided to offer a limited menu with a focus on their signature burgers and a few select sides. This allowed them to test their menu items and gather feedback from guests without overwhelming their kitchen staff.
Pricing Strategy
The restaurant opted for a discounted pricing strategy during the soft opening to attract a larger number of guests and generate buzz. This also helped them gauge customer response to different price points and make adjustments accordingly.
Guest List
The Burger Joint curated a guest list consisting of local food bloggers, influencers, and friends and family. This allowed them to gather honest feedback and create a buzz around their restaurant before the grand opening.
Feedback Strategy
The restaurant provided comment cards to guests, encouraging them to provide feedback on their dining experience. This feedback was invaluable in identifying areas for improvement and refining their menu and kitchen operations.
Results
The soft opening was a huge success for The Burger Joint. They received positive feedback on their menu items, particularly their signature burgers, and identified areas for improvement in their kitchen operations. The event generated significant buzz and helped build anticipation for the grand opening.
Key Takeaways
Limited Menu: Offering a limited menu during the soft opening allows for focused testing and refinement of menu items.
Discounted Pricing: Discounted pricing can attract a larger number of guests and generate buzz around the restaurant.
Curated Guest List: Inviting the right guests, such as local food bloggers and influencers, can help create a buzz and gather honest feedback.
Feedback Strategy: Providing comment cards or other feedback mechanisms can help identify areas for improvement and refine operations.
By following these strategies, The Burger Joint successfully refined their menu and improved kitchen operations during their soft opening, setting them up for a successful grand opening.
Restaurant Soft Opening Menu Planning
Offer a Limited Menu
When planning your soft opening menu, it’s essential to focus on a limited selection of your core menu items and signature dishes. This approach allows your kitchen staff to perfect the execution of these dishes and ensure consistent quality. By offering a smaller menu, you can also better manage your inventory and reduce potential waste. Looking for ways to refine your menu planning process? Discover our restaurant business plan template collection to streamline your culinary strategy efficiently.
Focus on Core Menu Items
Your soft opening menu should showcase the dishes that best represent your restaurant’s concept and culinary style. Select items that are likely to be popular among your target audience and that your kitchen staff can prepare with confidence. This is an opportunity to test your core offerings and gauge customer reactions before officially opening your doors.
Highlight Signature Dishes
Include a few of your signature dishes on the soft opening menu. These are the items that set your restaurant apart from competitors and create a lasting impression on your guests. By featuring your signature dishes during the soft launch, you can generate buzz and anticipation for your grand opening.
Consider Discounted Prices or Complimentary Items
During a soft opening, it’s common to invite-only events and offer discounted prices or complimentary items to your guests. This gesture shows appreciation for their participation and encourages them to provide honest feedback about their experience.
Soft Opening Discounts
Consider offering a percentage discount on menu items during your soft opening. This incentive can attract more guests and create a positive impression of your restaurant’s value. Be sure to clearly communicate the discount to your guests and set a clear end date for the promotion.
Complimentary Items
Another option is to offer complimentary appetizers, desserts, or drinks to your soft opening guests. This approach allows guests to sample more of your menu items and creates a generous, welcoming atmosphere. Complimentary items can also help offset any potential issues that may arise during the soft opening period.
Regarding the question of whether to charge during a soft opening, the answer depends on your goals and budget. Some restaurants choose to offer a completely complimentary experience, free and full price while others prefer to charge reduced prices. If you do charge, be transparent about the discounts and the reasons behind the soft opening.
Tipping during a restaurant stand soft opening is generally expected, as your staff will be working hard to ensure a positive experience for your guests. However, you may consider including a note on your soft opening invitations or menus to clarify your tipping policy.
When planning your soft soft and grand opening menu, it’s crucial to strike a balance between offering a representative sample of your dishes and maintaining a manageable workload for your kitchen staff. By focusing on core menu items, highlighting signature dishes, and considering discounted prices or complimentary items, you can create a successful soft opening experience that generates positive buzz and sets the stage for your grand opening.
Soft Opening Staff Training
Transitioning from menu planning to staff training is a critical step in preparing for a successful soft opening. Your team’s readiness and confidence will directly impact the guest experience, so it’s essential to invest time and effort into comprehensive training sessions.
Hold Pre-Opening Training Sessions
Conducting thorough pre-opening training sessions is crucial to ensure your staff is well-equipped to handle the demands of the soft opening. Begin by reviewing service standards and procedures, ensuring that every team member understands their role and responsibilities. Cover topics such as greeting guests, taking orders, serving food and beverages, and handling customer complaints or special requests.
To reinforce the training, practice specific scenarios and roleplay various situations that staff may encounter during the soft opening. This hands-on approach allows team members to apply their knowledge and develop their skills in a controlled environment. Encourage open communication and feedback during these sessions to identify areas where additional training or support may be needed.
Train Staff on POS and Reservation Systems
Familiarize your staff with the point-of-sale (POS) system and any reservation management tools you’ll be using. Provide hands-on training to ensure they can efficiently navigate these systems, process orders, and manage reservations. Conduct practice runs to simulate real-world scenarios and help staff build confidence in using these tools.
Improved Customer Satisfaction:
85% of customers are satisfied with their dining experience when staff are well-trained and knowledgeable about the menu and services.
Provide Detailed Checklists
Develop comprehensive checklists to guide staff through their daily responsibilities and ensure consistency in service. Create opening and closing duties checklists that outline the tasks that need to be completed at the beginning and end of each shift. This may include setting up dining areas, restocking supplies, and cleaning and sanitizing surfaces.
Additionally, provide checklists for side work and cleaning responsibilities. Assign specific tasks to each team member, such as refilling condiments, restocking napkins and utensils, and maintaining a clean and organized workspace. These checklists serve as a reference for staff and help ensure that no tasks are overlooked during the busy soft opening period.
Foster a Culture of Open Communication
Encourage open communication among staff members and management during the soft opening. Create a supportive environment where team members feel comfortable sharing their experiences, challenges, and suggestions for improvement. Regularly check in with staff to gauge their comfort level and address any concerns or questions they may have.
Establish a system for collecting feedback from both staff and guests during the soft opening. This can include brief surveys, comment cards, or informal conversations. Use this feedback to identify areas where additional training, support, or adjustments to processes may be necessary. By fostering a culture of open communication, you can quickly adapt and refine your operations based on real-time insights.
Offer Ongoing Support and Coaching
Recognize that the soft opening is a learning experience for everyone involved. Offer ongoing support and coaching to help staff continue to develop their skills and confidence. Provide regular feedback and guidance, celebrating successes and addressing areas for improvement constructively.
Consider assigning experienced team members or managers as mentors to guide and support newer staff during the soft opening. This peer-to-peer coaching can help reinforce training concepts and provide an additional layer of support as your team navigates the challenges of the soft opening.
By investing in comprehensive staff training, providing detailed checklists, fostering open communication, and offering ongoing support, you can ensure that your team is well-prepared and confident as you embark on your restaurant’s soft opening.
Soft Opening Marketing Strategies
Reach Out to Local Influencers and Media
Connecting with local food bloggers, restaurant critics, and media outlets is a powerful way to generate buzz and attract attention to your new restaurant. Consider inviting these influencers to your soft opening events, providing them with a sneak peek of your menu, ambiance, and service.
By offering an exclusive experience, you can encourage these influential individuals to share their thoughts, photos, and reviews with their followers, potentially reaching a wider audience. Positive coverage from respected sources can lend credibility to your restaurant and create anticipation for your grand opening.
Identifying Relevant Influencers
To maximize the impact of your outreach efforts, research and identify local influencers who align with your restaurant’s concept and target audience. Look for bloggers, critics, and journalists who have a strong following and regularly cover the local food scene.
Tools like BuzzSumo and Hootsuite can help you discover influencers based on keywords and location. Once you’ve compiled a list of potential contacts, personalize your pitch and highlight why your restaurant would be of interest to their readers or viewers.
Leverage Social Media Channels
Social media platforms offer a powerful tool for generating excitement and engaging with potential customers during your soft opening phase. By sharing behind-the-scenes content, sneak peeks, and special offers, you can pique interest and encourage people to visit your restaurant.
In the weeks leading up to your soft opening, post photos and videos showcasing your menu development process, interior design progress, and staff training. This transparent approach can help forge a connection with your audience and make them feel invested in your restaurant’s journey.
During the soft opening events, encourage attendees to post photos, stories, and reviews on their social media profiles. Create a unique hashtag for your restaurant and prompt guests to tag your business in their posts. User-generated content can serve as powerful social proof and expand your reach to new potential customers.
98% Open Rate for Text Message Invites:
Text messages have a high open rate, making them an effective way to invite guests to a soft opening
Crafting an Engaging Social Media Calendar
To maintain a consistent presence and build anticipation, develop a social media calendar outlining the content you plan to share leading up to your first grand opening date. Mix informative posts about your menu and concept with more lighthearted, behind-the-scenes content to keep your followers engaged.
Consider running social media contests or giveaways to incentivize shares and generate buzz. For example, offer a complimentary meal or gift card to a few lucky followers who share your soft opening announcement post and tag friends in the comments.
Impact of Influencer Marketing
Return on Investment (ROI) of Influencer Marketing Compared to Traditional Marketing Methods: 11 times better.
Percentage of Consumers Who Trust Influencer Marketing Over Traditional Advertising: 92%.
Media Impact Value (MIV) Generated by Asos Insiders Campaign: $8M in the past year, with 85% of this via Instagram specifically.
Collaborate with Local Businesses and Organizations
Forging partnerships with local businesses other business owners, and organizations can help expand your reach and tap into new customer bases during your soft opening phase. Identify complementary businesses, such as nearby retailers, fitness studios, or entertainment venues, and propose cross-promotional opportunities.
For example, you could offer a special discount to customers who present a receipt from a partnering business or collaborate to invite local businesses to a joint event that showcases both of your offerings. These partnerships can be mutually beneficial, exposing your restaurant to a wider audience while providing added value for your partners’ customers.
Implement a Referral Program
Word-of-mouth marketing is a powerful tool for attracting new customers, especially during the critical soft opening phase. Encourage your soft opening attendees to spread the word about your restaurant by implementing a referral program.
Offer incentives, such as a complimentary appetizer or a discount on their next visit, for customers who refer friends and family to your restaurant. You can track referrals by providing unique referral codes or asking new customers to mention the name of the person who referred them.
By rewarding your early adopters for their support and advocacy, you can accelerate the growth of your customer base and generate positive buzz in the local community.
Benefits
Increased Customer Loyalty: Referred customers have a 37% higher retention rate compared to non-referred customers.
Increased Lifetime Value: Referred customers have a 16% higher lifetime value compared to non-referred customers.
Collect and Showcase Customer Feedback
As you welcome guests during your soft opening events, actively seek out their feedback and testimonials. Encourage customers to share their experiences on review sites like Yelp, Google, and TripAdvisor, as positive reviews can greatly influence potential customers’ decision to visit your restaurant.
Showcase glowing reviews and testimonials on your website, social media profiles, and marketing materials. Seeing praise from real customers can help build trust and credibility for your restaurant, making it more appealing to those considering a visit.
By implementing these targeted marketing strategies during your soft opening phase, you can generate buzz, build relationships with influential community members, and attract a strong base of early adopters who will help spread the word about your restaurant. As you prepare for the official launch and your grand opening, these efforts will lay the foundation for a successful launch and ongoing growth.
Successful Soft Opening Checklist
4 Weeks Before Soft Opening
Finalizing your menu and prices is a crucial step at this stage. Carefully review your offerings, and pricing strategy considering factors such as ingredient availability, seasonality, and target customer preferences. Ensure that your prices are competitive yet profitable, taking into account food costs, labor, and overhead expenses. Crafting an effective plan for your restaurant business is pivotal, incorporating details such as menu design and pricing strategy to set the foundation for success.
Next, place orders for any remaining small wares and equipment needed for your restaurant. This may include items like plates, glasses, utensils, kitchen tools, and appliances. Double-check your inventory to avoid last-minute shortages or delays.
Begin the process of hiring and training your staff. Develop clear job descriptions and conduct thorough interviews to find candidates who align with your restaurant’s values and culture. Once hired, provide comprehensive training on menu items, service standards, safety protocols, and POS system usage.
2 Weeks Before Soft Opening
As the soft opening approaches, prioritize a deep clean of your dining room and kitchen. This involves thoroughly sanitizing all surfaces, equipment, and floors to ensure a pristine environment for your guests and staff. Pay extra attention to high-touch areas like doorknobs, light switches, and countertops. Learn how to initiate a restaurant venture, including meticulous preparations for a clean and welcoming space, crucial for making a great first impression on your opening day.
Test your POS system and payment processing to identify and resolve any issues before the soft opening. Run mock transactions, ensure proper menu item entry, and verify that credit card payments are processed securely. Train your staff on using the system efficiently to minimize errors and delays during service.
Create an invitation with explanations of dress code, menu pricing, etc. for your soft opening events to a selected group of guests, such as family, friends local business owners, and local influencers. Use this opportunity to generate buzz and gather valuable feedback. Consider offering complimentary or discounted meals to encourage attendance and express appreciation for their support. Learn how to launch a restaurant with successful strategies that include planning engaging soft openings to build anticipation and foster community connections.
1 Week Before Soft Opening
Receive and properly store all food and beverage deliveries. Check the quality and quantity of each item, ensuring that they meet your standards. Organize your walk-in refrigerator, freezer, and dry storage areas to maximize efficiency and minimize waste.
Conduct a full mock service with your staff to simulate a real dining experience. This allows your team to practice their roles, identify areas for improvement, and build confidence. Encourage open communication and provide constructive feedback to refine your service flow and teamwork.
Prepare marketing materials and signage for your soft opening. This may include menu boards, table tents, posters, and outdoor signage. Ensure that all materials are visually appealing, accurate, and reflective of your brand identity.
Additional Soft Opening Marketing Tips
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Update your website and social media profiles with soft opening information and promotions
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Reach out to local media outlets and food bloggers to generate press coverage.
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Create a special soft opening menu or offer exclusive discounts to incentivize visits
Day of Soft Opening
Begin the day with a staff lineup and pre-shift meeting. Review the day’s reservations, menu changes, and any special instructions. Motivate your team, answer questions, and ensure everyone is prepared for the upcoming service.
Conduct a final check of your bathrooms, lighting, and HVAC system. Ensure that all areas are clean, well-stocked, and functioning properly. Adjust lighting and temperature settings to create a comfortable and inviting ambiance for your guests.
As your first soft opening guests arrive, greet them warmly and express your appreciation for their support. Provide attentive and personalized service, actively seeking feedback and addressing any concerns. Use this invaluable opportunity to fine-tune your operations and create a memorable dining experience.
By following this comprehensive soft opening checklist, you’ll be well-prepared to launch your restaurant successfully. Remember to stay flexible, communicate openly with your team, and prioritize guest satisfaction throughout the process.
Ready to Open Your Doors?
A successful soft opening sets the stage for a thriving restaurant. By testing your operations, training your staff, and generating buzz, you can iron out the kinks and build momentum leading up to your grand opening. Want to ensure your soft opening runs smoothly with an optimal layout? Discover the secrets to crafting the perfect restaurant floor plan to streamline operations and delight early guests.
Focus on executing your core menu items flawlessly, and provide your team with the tools and training they need to deliver exceptional service. Leverage local influencers and social media to spread the word and create excitement around your new venture.
As you countdown to your soft opening day, use the provided checklist to stay organized and on track. From finalizing your menu to conducting mock service, each step brings you closer to welcoming your first guests.
Are you feeling prepared and energized to take on the challenges and rewards of restaurant ownership? With careful planning and execution, your soft opening will set the foundation for a thriving business.
So, what are you waiting for? Let’s get cooking!
