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

Opening a restaurant in New York City is no small feat. It takes vision, capital, grit—and a game plan. With so much riding on the first few weeks of launch, your marketing strategy can’t be an afterthought. In a city where diners have endless choices and attention spans are short, your visual content is often the first—and only—chance to make a lasting impression.

At Billy Boy Studio, we specialize in working with restaurants, bars, and hospitality brands across NYC to launch with impact. Whether it’s a chic wine bar in SoHo or a fast-casual concept in Brooklyn, the principles are the same: your content should do more than look good—it should tell your story, build hype, and drive people to your door.

This playbook outlines exactly how to make that happen.

Phase 1: Before You Open – Build Anticipation

1. Develop Your Brand Identity

Before the photos, before the posts—you need a brand. That means:

• A logo that reflects your vibe

• A color palette and typography system

• A brand voice that’s consistent across platforms

• A social media presence that’s already active

We’ve helped new concepts like Chef FV’s Hot Sauce and emerging restaurant groups develop this foundational layer. Without it, your content will look scattered and forgettable.

2. Tease Your Concept with Pre-Launch Content

Start building buzz 4–6 weeks before opening. Post behind-the-scenes shots, menu previews, staff training moments, or even construction updates. This type of content creates a narrative: people feel like they’re watching something happen.

Hot tip: Always geotag your neighborhood and use local hashtags.

3. Capture Day-Zero Visuals

Book a professional shoot before opening day. We recommend a full-day shoot to capture:

• Key dishes and drinks

• Interiors and lighting at golden hour

• Staff in action

• Hero shots for press, website, and social

  This is the content that will power your launch and first month of posts.

Phase 2: Launch Week – Make a Splash

4. Launch With Purpose (and a Plan)

Opening week is your biggest moment. Make it count. We create content calendars for our clients that include:

• A full rollout of launch visuals

• Video teasers or short-form reels

• Instagram grid and story layouts

• Local influencer tags and invites

A strong launch strategy helped our client Tavern on Jane expand their digital footprint, drawing both neighborhood regulars and curious newcomers with bold, vibrant content.

5. Prioritize Reels & TikToks

Static photos are great—but motion sells. Video content, especially on Instagram Reels and TikTok, is what the algorithm favors. Even simple things like a sizzling skillet, cocktail being poured, or a staff cheers can go far.

At Billy Boy Studio, we shoot and edit short-form videos that highlight movement, sound, and mood. One of our clients saw over 15K views in their first week from a single, well-timed video post.

6. Leverage Local Press & Influencers

We work alongside clients to pair our content creation with PR strategies—whether that’s providing press-ready images to writers, or creating branded media kits. Influencer collaborations can be as simple as inviting key foodies to a soft launch with pre-created content for them to repost.

Pro tip: Don’t just send food bloggers an invite. Send a branded invite that matches your brand identity, along with a mini digital content pack they can use when posting.

Phase 3: Post-Launch – Keep the Momentum

7. Roll Out Weekly Content Themes

Once the dust settles, it’s time to shift from “launch mode” to “growth mode.” We help our clients plan ongoing content buckets like:

• “Dish of the Week” features

• Staff Spotlights

• Customer Stories

• Seasonal Menus

• Special Events

This structure makes it easier to plan, shoot, and post consistently—without scrambling each week.

8. Update Your Website and Listings

Many restaurant owners forget this part: your Google listing, Yelp page, OpenTable profile, and website should all have consistent, high-quality imagery. We provide our clients with optimized image libraries that are correctly sized, labeled, and ready for upload across platforms.

9. Run Paid Ads (with Purpose)

For clients ready to spend on Meta or Google Ads, we create scroll-stopping creative tailored to hospitality. These can include carousel ads of your space, short reels of best-selling dishes, or seasonal promotions that link to your reservation system.

We recommend starting small, testing creative variations, and scaling what works.

10. Track Performance & Adjust

You’ve launched. You’ve posted. Now it’s time to look at what’s actually working.

Our ongoing packages include:

• Analytics reviews

• Monthly performance reports

• Creative adjustments based on data

That’s the difference between a one-time splash and sustainable growth.

Why Work with Billy Boy Studio?

We’re not a generic marketing agency. We live and breathe NYC’s hospitality scene, and we understand how to position brands where it matters most: online. From branding to content creation, social to strategy, we’ve helped launch everything from local bars to multi-property hotel restaurants.

And we keep it fair. Our pricing is transparent, often less than what big agencies charge, and we tailor every plan to the scale and needs of your venue.

Thinking about launching a new spot—or rebranding an existing one?

Let’s make sure your visuals match your vision.

📩 Reach out at www.billyboystudio.com or find us on Instagram @BillyBoyStudio