Restaurants have a ton of moving parts: the kitchen, menus, prep, staff, inventory, ambiance, flow, and more. All these details need to come together like a well-oiled machine to create the experience you want for your guests. The soft opening meaning is simple—it’s an invite-only test run for a select few that you hold before your grand opening. It gives you the chance to work out kinks (and there will be kinks), and build hype before officially opening your doors.
Your restaurant’s soft opening will help answer questions like:
- Are the server stations stocked and positioned correctly?
- Is seating set up for an easy flow?
- Does the menu allow for consistent and efficient output?
- Is the line set up properly?
- Does the ambiance work for both guests and staff?
- How are the acoustics?
- Is the POS system easy to use?
A soft opening is a low(er) pressure way to work through these questions, address issues, and refine your concept before fully opening your doors.
Does My Restaurant Really Need a Soft Opening?
Unless you’re Jamie Oliver (who owns over 40 restaurants), the answer is yes. Even if you’ve hired a stellar staff with tons of restaurant experience, a soft opening is crucial because it allows them to practice things like:
- Preparing and plating dishes
- Running the expo line
- Explaining menu items to guests
- Using the POS system
Even the most experienced team will be new to your space, menu, and systems. Give them the opportunity to get comfortable in a lower-pressure environment before the public launch.
Who Should I Invite to My Soft Opening?
Who you invite depends on you and your relationships. In general, soft opening invitations go out to a very select crowd, which can include:
- Family and close friends
- Stakeholders and investors
- Community leaders
- Local business owners and influencers
- A member of the press—if you’re feeling confident
One goal of a soft opening is to build hype and get people talking about your restaurant, so send invites accordingly. Just make sure to require an RSVP so you can plan your menu well. Also, send invitations far in advance to give yourself time to prepare and order food and supplies.
When Should You Host Your Soft Opening?
Work backward from your ideal public launch date to determine when your soft opening should take place. The sweet spot is typically 2–3 weeks before your grand opening.
This window of a few or couple of week gives you time to:
- Gather guest feedback
- Adjust your menu
- Restock
- Fix any equipment issues
- Rearrange seating if necessary
- Refine service workflows
For example, if feedback suggests drinks took too long to get to your table, your bartender may decide to simplify the cocktail menu or create a more efficient prep list.
As for how many days your soft opening should run? That depends on you and your restaurant. Some places stretch it out over several days, testing different parts of the menu each time. Others opt for a one-night event featuring the full menu. When deciding, consider your budget, guest list, staff, space, and goals.
How to Plan a Successful Soft Opening
Ok, so you’ve decided you need to host a soft opening. Here’s how to do it successfully:
- Make sure your menu is solid. Your chef and kitchen staff should have run through it multiple times before the event.
- Ensure your front-of-house staff is prepared. They should be confident in menu knowledge, equipped with well-stocked stations, and comfortable using the POS.
- Pick a date at least a few weeks before your grand opening. Send out invites a month in advance and set a clear RSVP deadline.
- Decide whether you’re charging guests, and include this information in your invites. Standard practice is to offer the menu free of charge; however, if your budget doesn’t allow it, consider offering a discount or a limited menu. If you charge full price, include a small thank-you gift, like a complimentary drink or dessert.
- Plan your menu wisely. If you’re not serving the full menu, focus on your standout dishes—your big-ticket entrée, best appetizer, and most decadent dessert. You want to leave a strong first impression because these guests will be your first champions.
- Use the event as a promotional opportunity. Consider giving attendees a special offer, like a BOGO deal or a free drink with their next meal, to encourage them to return (and bring a friend).
- Create a way for guests to leave feedback. This could be a short form when guests arrive or a QR code on the table that links to a quick survey.
Phew, your soft opening is over. Now what?
The work doesn’t end here; now it’s go-time. This is when you review all guest feedback. Don’t forget your staff! Host a meeting with front- and back-of-house staff and use that and your guests’ feedback to identify what went well and what needs improvement. Then, roll up your sleeves, fix the issues, and get ready for your public launch.
