How to Launch a Restaurant in London 

Start building anticipation before there's anything to book. Behind-the-scenes content — the fit-out, the kitchen being built, the menu being tested — gives people a reason to follow before there's a reservation link to click.

This is when discovery content should start working hardest — short-form video designed to reach people who've never heard of the venue, not just your existing followers. A common mistake here is only posting to an existing (often small) following instead of making content built to travel beyond it.

Coverage needs to happen live, or as close to live as possible — the room full, the queue at the door, the first plates going out. This content needs turning around fast, ideally same-day, while it's still relevant.

Treating opening night as the finish line instead of the starting gun. The content and momentum from week one needs a plan for weeks two through eight, or the queue that formed on opening night quietly stops coming back.

They're rarely down to one lucky viral post. They're the result of a content plan that starts before opening night, a team that can shoot and turn content around same-day during opening week, and a follow-through plan for the weeks after.

Digitalist Studio has run launch content for London restaurant, café and hospitality openings.