Stop Launching Menus to an Empty Room
I’ve seen it dozens of times across Brisbane. A cafe in Paddington or a bistro in Bulimba spends weeks perfecting a new seasonal menu. They source the best local QLD prawns, they train the staff, and then... they just print the new page, put it in the folder, and wait.
Then they wonder why the stock is sitting in the fridge and the kitchen is quiet.
If you want a new menu to actually make you money, you can't just hope people notice it. You need a plan to get people through the door specifically to eat those new dishes. Most of what you read online about "building brand awareness" is rubbish for a small business owner. You don't need awareness; you need bums on seats and higher dockets.
Here is exactly how to launch a new menu or seasonal special so it actually pays for itself.
1. The "Tasting" Strategy (Before You Launch)
Most owners wait until the menu is live to tell anyone. That’s a mistake. You want people excited before you flip the switch.
About 10 days before the launch, pick your top 10 or 20 regular customers. These are the people who already love you. Give them a call or send a personal text: "Hey, we're launching a new spring menu next week and I’d love for you to come in and try the new Moreton Bay Bug pasta on the house to get your feedback."
Why do this? - It makes your best customers feel like VIPs (they’ll tell their friends). - It gives your kitchen a "live" practice run. - You can get photos of real people enjoying the food.
While they are there, ask them to leave a review if they enjoyed the dish. Having a surge of fresh feedback is one of the best ways to get 5-star reviews right when you need the momentum most.
2. Professional Photos are Non-Negotiable
I’m going to be blunt: your iPhone photos in a dark kitchen look terrible. If the food doesn't look delicious on a screen, people won't drive across town to eat it.
Spend the $500 to $800 on a professional food photographer for half a day. Get shots of your top 5 "hero" dishes. These photos are your sales tools. You’ll use them on your website, your Facebook, your Google profile, and your printed menus.
If you try to save money here, you are costing yourself thousands in lost sales. People eat with their eyes first. If you show a high-quality photo of a sizzling steak or a vibrant salad, the decision to visit is already 90% made.
3. Update Your Google Business Profile
When people in Brisbane are hungry, they don't search Facebook. They go to Google Maps and type in "Best lunch near me" or "Italian restaurant."
If your Google profile still shows your winter menu in October, you’ve lost the sale. - Upload the new photos: Mark them as "Food and Drink." - Update the Menu link: Make sure it goes directly to the new PDF or page on your site. - Use the "Add Update" feature: Post a short blurb like "Our New Summer Menu is Live! Come try the mango macadamia cheesecake."
Google likes this. When you update your profile regularly, Google is more likely to show your business to people searching nearby. It’s free, it takes 10 minutes, and it works better than almost any paid ad.
4. Work Your Email and SMS List
If you aren't collecting customer emails or phone numbers, you are leaving money on the table. It is five times cheaper to get a past customer to come back than it is to find a new one.
Send one email three days before launch with the subject line: "Sneak Peek: Our new menu starts Friday." Include those professional photos you took.
Send a second email on the day of the launch: "We’re open! Book your table for the new menu."
Don't overcomplicate this. You don't need fancy designs. Just a clear photo, a description of the best dish, and a "Book Now" button that works on phones. If you focus on a sell out new menu strategy, your email list is your most powerful weapon.
5. The "Social Proof" Push
Social media is a huge time-waster for most business owners, but for a menu launch, it has one job: showing that other people are eating your food.
Don't just post a photo of the menu. Post a video of the chef plating the dish. Post a photo of a happy table of four with the caption "The first round of our new lamb shanks just went out!"
This is called social proof. If I see that other people are at your restaurant enjoying themselves, I feel safe spending my money there.
6. Train Your Staff to Sell
Your floor staff are your best salespeople, but most of them are just order-takers.
Before the shift, have everyone taste the new specials. Ask them: "What does it taste like? What drink goes best with it?"
Give them a goal. Tell them, "The person who sells the most of the new Barramundi tonight gets a $50 voucher or a bottle of wine." You’ll be amazed at how much more effort they put in when there’s a small prize on the line.
Instead of asking "Are you ready to order?", they should be saying "Have you seen our new seasonal specials? The Barramundi is fresh from the market this morning and it's fantastic."
7. Don't Forget Your Local Partners
If you’re a cafe, talk to the hairdresser next door. If you’re a restaurant, talk to the local hotel reception. Give them a few "Buy one, get one free" vouchers for the new menu to give to their best clients.
This builds local goodwill and gets people into your shop who might have walked past a hundred times. This works especially well if you are trying to fill slow nights early in the week when the new menu needs a boost.
How Much Will This Cost?
- Photography: $500 - $1,000 (One-off cost per season). - Printing: $100 - $300 (Keep it simple, don't use expensive lamination). - Facebook/Instagram Ads: $200 (Only if you want to reach people who don't follow you yet). - Total: Around $800 - $1,500.
If your average customer spends $40, you only need about 30 extra people to cover the entire cost of the launch. Everything after that is pure profit.
How Long Until You See Results?
You should see a spike in bookings the very first weekend. If you follow the email and Google steps, you’ll see the impact within 48 hours.
What’s a Waste of Money?
- Letterbox drops: Most end up in the bin. Unless you’re a pizza shop with a massive budget, skip it. - Radio ads: Too expensive for a single menu launch. - Generic "Brand" ads: Don't pay for an ad that just says "We have a new menu." Pay for an ad that shows a specific, mouth-watering dish and has a "Book Now" button.
Summary Checklist
1. 2 Weeks Out: Book the photographer and order ingredients. 2. 10 Days Out: Invite your best regulars for a "first taste." 3. 7 Days Out: Update your website and Google profile with the new menu. 4. 3 Days Out: Send your first email/SMS to your database. 5. Launch Day: Staff briefing, tasting, and a second email blast. 6. Week 1: Collect photos and videos of customers enjoying the food for social media.
Running a restaurant or cafe in Brisbane is tough. Costs are up, and people are picky about where they spend. But a fresh, exciting menu is the best reason to give someone to come back. Don't let your hard work in the kitchen go to waste by keeping it a secret.
If you want help getting more people to see your new menu and actually making sure your phone rings, reach out to us at Local Marketing Group. We help Brisbane businesses get more customers without the fluff.