You could have the best coffee beans or espresso machine. However, if you’re looking for a line out the door on day one, you’re going to need to promote your opening wisely. The best strategy ensures that people know you exist before the doors open officially.
In this blog post, we’ll go over 7 effective strategies that build upon each other. Learn how to get discovered on online platforms, spread the word locally, build trust with local creators, and turn first-time visitors into regular customers.
1. Create your Google Business Profile first
When people are hungry and searching for a nearby eatery, they search online. In order to get customers through the door, you need to claim your free Google Business Profile today. Fill it out completely and make sure you include the following details:
- Opening hours
- Menu
- Specials
- Food photography
- Address (Google Maps)
- Phone number
- Website
Pro tip: Be careful when choosing your primary category on Google Business Profile. It’s better to choose ‘coffee shop’ instead of a generic term like ‘cafe.’
2. Hand out flyers and pamphlets
Target customers nearby by prioritizing print marketing. Flyers and posters work exceptionally well for walk-in businesses, especially if you hand them out within your cafe’s radius. You can also leave stacks at nearby businesses such as gyms, offices, apartment complexes, co-working spaces, boutique stores, and tuck a pamphlet into every neighbour’s door.
If you’re new to designing flyers, worry not. With online design platforms, you can use restaurant menu templates to have a smooth-sailing start. Simply add your drinks, pastries, and ‘first-coffee-free’ coupon. You can also add a QR code which links to your Google profile so people can find your cafe’s address right away.
3. Reach out to local micro-influencers
You don’t need big names for an effective collaboration. Instead, reach out to local creators with 5,000 to 50,000 followers. A cafe’s goal is actual foot traffic so engaged and smaller audiences typically work better.
Invite a handful of food and lifestyle influencers to a preview tasting. You can offer them free drinks and a unique discount code that they can share on social media. Additionally, when customers redeem these discounts, you’ll be able to track which creator propelled the visit.
4. Put a time-limit on opening offers
Offers are only inviting when they’re urgent. The motivation to visit a restaurant should stem from curiosity and incentivization, not constant marketing. Here are some discount offers you can try:
- “Free pastry with any drink, opening week only”
- “First 100 customers get a free tote bag” giveaway
To market your promotions, you can use your storefront’s window to display a poster. You can adapt your previous poster design into vertical social media posts as well. Don’t forget to display discounts on your Google profile so you’ve got all bases covered.
5. Launch a loyalty program on day one
A grand opening event is good for one-time foot traffic. However, if you want customers to keep coming back, start a loyalty program. Don’t overcomplicate it. Instead, use a simple digital or paper punch card where the tenth drink is free. You can introduce a points app if you have a system that can support one.
Make sure cards are being handed out with first orders, and print a small counter sign explaining the rewards and loyalty program. For early sign-ups, provide contact details for new menu items or seasonal offers.
6. Collect reviews and respond to each one
Word-of-mouth marketing is very important for local businesses to build credibility and trust within the community. With online social proof and real-time responses, nearby customers will find your cafe to be the most trustworthy amongst other available options.
Put a “Review us on Google” QR code on receipts and tabletop cards. Make sure you’re constructively, professionally, and timely replying to feedback. Preferred turnaround time for a reply-back from a business is 1-2 days.
7. Put up a social countdown to build excitement
You need to slowly build momentum for your grand opening event. Start by posting 2-3 weeks ahead of time. Ideally, you should be posting “coming soon” teasers, a sneak peek of the cafe’s interior details, a BTS clip of a barista making lattes, or lifestyle reel involving renowned influencers.
Your visuals should be uncluttered and HD. Use an AI background remover to cut out your food items and place them on a bold branded backdrop. Use brand colours, logos, and fonts to keep it cohesive. Then, post a countdown on Instagram Stories.
Pro tip: Design all of your countdown graphics in one sitting and use a single template. Remember to change the number and photo each time. You can also schedule them in advance so you’re not preoccupied with social media while you’re training your staff.
