The opening of a new restaurant is an exciting one for a franchisee - but with a first impression on the line, there are competing theories on weighing the value of a big grand opening with the public and a soft opening focused on refining things but with less fanfare.
FSR examined the pros and cons of both approaches in their May issue. Buffalo Wings & Rings, a rapidly expanding elevated sports restaurant franchise out of Cincinnati, recently adjusted their strategy for grand openings - moving to a soft opening on a Monday, followed by a grand opening two days afterward, after finding that waiting the typical six weeks after the restaurant opened was confusing to those in the community.
“We decided to celebrate from the beginning with activities, giveaways, and promos, so once we open the doors and people visit us for the first time, they’re getting that little something extra,” Christin Rose, LSM & Grand Openings Marketing Associate for Buffalo Wings & Rings, told FSR.
So, the brand started providing fun incentives and specials for guests throughout the opening week, including free food for the first 84 guests.
Wings and Rings
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Opening a new restaurant starts with a soft opening and later escalates into a grand opening week with fun incentives and specials for guests.
The opening of a new restaurant is an exciting one for a franchisee - but with a first impression on the line, there are competing theories on weighing the value of a big grand opening with the public and a soft opening focused on refining things but with less fanfare.
FSR examined the pros and cons of both approaches in their May issue. Buffalo Wings & Rings, a rapidly expanding elevated sports restaurant franchise out of Cincinnati, recently adjusted their strategy for grand openings - moving to a soft opening on a Monday, followed by a grand opening two days afterward, after finding that waiting the typical six weeks after the restaurant opened was confusing to those in the community.
“We decided to celebrate from the beginning with activities, giveaways, and promos, so once we open the doors and people visit us for the first time, they’re getting that little something extra,” Christin Rose, LSM & Grand Openings Marketing Associate for Buffalo Wings & Rings, told FSR.
So, the brand started providing fun incentives and specials for guests throughout the opening week, including free food for the first 84 guests.
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About the Author
Brian Jaeger is a Vice President of Media Relations at No Limit Agency. Brian joined No Limit Agency after seven years working for local television news stations in Florida, four years at WCJB in Gainesville and three years at Bay News 9, the 24-hour local news station in the Tampa Bay area. Brian is a graduate of the University of Florida, where he studied journalism and telecommunications. He brings a journalist’s viewpoint to the public relations field, and when he’s not busy telling the stories of No Limit Agency's brands, you can find him writing, on a karaoke stage, or cheering on the Gators.
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