How to Market a New Restaurant in NYC: A Visual Content Playbook

Opening a restaurant in New York City isn’t just a business decision—it’s a performance. The curtain rises the moment your sign goes up, and every piece of visual content is part of the show. In NYC hospitality marketing, launch strategy isn’t optional—it’s survival.

At Billy Boy Studio, we’ve helped restaurants across the five boroughs launch with buzz and clarity. Whether you’re a boutique wine bar or a fast-casual concept, this playbook shows how to use content and visuals to build hype and drive real foot traffic.

🔹 Phase 1: Before You Open – Build Anticipation

1. Develop a Strong Brand Identity

Before you shoot a single photo, lock in:

• Logo design and variations

• Color palette and type system

• Social handles and brand voice

• A unified aesthetic that’s built to scale

We help new brands like Chef FV’s Hot Sauce launch from scratch with visual systems that feel thoughtful and tight from day one.

2. Tease with Behind-the-Scenes Content

4–6 weeks before launch, post sneak peeks:

• Menu development

• Team training

• Construction and design updates

• Branding reveals

Use local hashtags and neighborhood geotags to get noticed.

3. Capture Launch Assets

Book a full-day professional shoot before opening that includes:

• Hero dishes and cocktails

• Interiors (ideally golden hour lighting)

• Staff and prep shots

• Photos for website, PR, OpenTable, and ads

This shoot powers your launch content for weeks. Don’t skip it.

🔹 Phase 2: Launch Week – Go Loud

4. Launch With a Content Calendar

No winging it. We help clients plan:

• Feed + Story rollouts

• Reels/TikToks

• Opening announcements

• Influencer tags + invites

At Tavern on Jane, this approach doubled engagement and brought in both locals and press.

5. Prioritize Reels and Video

Static photos are strong—but motion converts. Focus on:

• Food being plated

• Cocktails poured or stirred

• Staff cheers and laughs

• Slo-mo moments or timelapses

Our clients regularly see 15K+ views on launch-week Reels built to match their vibe.

6. Pair Content with Press and Influencers

Don’t just hope for exposure—create it.

• Send branded digital invites

• Include a mini content pack

• Offer story reposts or BTS shots

• Pair launch with a press push using polished visuals

We coordinate visuals to match every PR strategy.

🔹 Phase 3: Post-Launch – Keep the Momentum

7. Use Weekly Content Buckets

To stay consistent without burning out, we help plan:

• “Dish of the Week”

• Staff Spotlights

• Guest Quotes

• Menu Specials

• Event Highlights

We align these buckets with shoot plans, so you’re never scrambling.

8. Refresh Your Listings + Website

Update all platforms with professional images:

• Google Business

• Yelp

• Resy / OpenTable

• Social bios and highlights

• Website galleries

We deliver properly cropped, labeled, and formatted image sets for multi-platform use.

9. Run Targeted Paid Ads

Start with $100–$500 test budgets. We design:

• Carousel ads of food/space

• Motion Reels with promo offers

• Click-through ads to your booking page

Meta and Google ads work when they’re built with native, thumb-stopping creative.

10. Track What’s Working

Our monthly content clients get:

• Strategy check-ins

• Analytics and post-performance reports

• Adjusted creative plans based on engagement

This turns a one-week buzz into long-term brand growth.

💡 Why Billy Boy Studio?

We specialize in NYC hospitality marketing. From first-time owners to seasoned operators, our content and creative launches have helped:

• Fill reservation books

• Increase social reach

• Win press mentions

• Drive return visits

• Build brands guests want to talk about

We’re fast, flexible, and fair. And we love new restaurants.

📩 Ready to launch the right way?

Visit www.billyboy.studio or DM us on Instagram @BillyBoyStudio