Promoting a Brand-New Restaurant in Ireland

Launching a restaurant is equal parts story, service, and systems. Check out our plan below to see what you can do each week to get found and build momentum while staying compliant in Ireland.

Your Four-Week Launch Plan (Week −3 to +1)

Week −3: Nail the "Findability" Basics

Start by claiming and optimising your Google Business Profile, Apple Maps, and TripAdvisor. Add accurate hours (including bank holidays), a short brand description, high-quality food and interior photos, and your first three events — soft opening, friends-and-family, opening week. Publish a lightweight, mobile-fast menu page with menu schema and clear "Book now / Order online" calls-to-action. Link online ordering prominently to capture those impulse decisions.

Week −2: Spark Local Buzz

Pitch local lifestyle media and neighbourhood newsletters with angles around chef provenance, community partnerships, or sustainability initiatives. Offer preview tables mid-week for journalists and community leaders. 

Create three short-form videos — 20-second Reels or TikToks introducing your hero dishes, your people, and the room's glow. Line up two or three micro-creators with 2–10k local followers. Give them an early tasting and a unique code to track their impact.

Week −1: Convert Intent

Open your books for opening week early — even a small block of prime-time tables signals momentum. Pair that with gift cards (great for friends and office thank-yous) and a simple “bring-a-friend” soft-launch: the guest who booked gets a small perk when they bring someone new (think: a complimentary starter to share or two coffees on the house). Keep it time-boxed to the first 10–14 days so it feels special, not permanent.

Inside the room, get the details working for you. Set out clear signage at the door (“Please check in with our host” / “Order at the counter, we’ll bring it to you”), add table talkers that highlight two or three house favourites, and use subtle lighting cues — warmer, slightly dimmer light in the dining area; brighter, even light at the bar/counter. Make the queue and host flow obvious: a visible host point, a natural line that doesn’t block seated guests, and a quick “welcome + what to do next” script for the team.

Week 0 / Opening Week: Run the Play

Opening week is all about setting rhythms that make service smooth and leave guests smiling. Keep your menu focused — house favourites and best sellers front and centre, plus a tight specials board that gives regulars something new to try without overwhelming the kitchen. Clear modifiers and icons (vegetarian, gluten-free, spicy) help guests order quickly and confidently while protecting your margins.

And those house favourite callouts? They really work. According to the Toast Consumer Preferences Survey 2025, 84.5% of Irish diners say highlighting “house favourites/best sellers” makes them more likely to order those dishes (always, often, or sometimes).

Week +1: Measure, Fix, Repeat

Once the dust settles, your best asset is data. Look past headline sales and zero in on what actually drives repeat visits and profitability:

• Table turns – did the new service flow reduce wait times?

• Average check size – are your bundles and add-ons working?

• Item mix – are guests choosing your high-margin dishes?

• Review velocity – how many reviews are you getting, and what’s the sentiment?

• New-to-repeat ratio – are first-timers coming back within a few weeks?

Use these insights to make small, frequent tweaks. That might mean adding one more server to Friday nights, adjusting portion sizes, or refreshing the specials board. 

Your Core Promotion System (That Compounds)

Digital Foundations That Convert

Create a one-page menu in both HTML and PDF format, maintain a press-ready photo folder, and implement schema tags for menu and events. Produce weekly short-form video content featuring behind-the-pass moments, chef voices, and ingredient spotlights. The Irish hospitality industry values authenticity, so show your team's personality and passion for the craft.

Local PR, Done Simply

Send a tight local pitch including headline, two-line angle, three photo links, and opening-week availability. Offer Wednesday and Thursday preview seats when local media are more likely to attend. Cross-post creator content and repost guest user-generated content with proper credit. Keep your approach neighbourhood-first rather than trying to appeal to everyone.

Offers That Protect Margin

Design a launch duo combining a signature main with high-perceived-value side or dessert for €19–€25, time-boxed for the first 10 days. Create a friends-and-family code offering 10% off food Monday to Wednesday evenings for the first month. Introduce a lunch express option with two plates served in 20 minutes for €15–€17, dine-in only to drive foot traffic.

In-Venue Prompts That Sell

Use printed menus with clear typography, icons for dietary needs, and "house favourites" flags. With price being so influential for Irish diners, keep dish descriptions honest and portion transparency high. The combination of portion transparency and printed menus resonates well with local dining preferences.

Reviews and Retention

Implement day-seven and day-21 check-ins to reply to every Google and TripAdvisor review. Invite happy guests to join your list for previews and tastings. Building genuine relationships with your early customers creates the foundation for long-term success in Ireland's close-knit hospitality scene.

Operations and Tech: Run Lean, Keep the Experience High

Irish operators are optimistic and investing in technology to speed service and manage staffing and finances. Tech spend is approaching approximately 10% versus labour at around 15% in meeting guest expectations (source: Voice of the Restaurant Industry in Ireland). 51% say they're very likely to expand, with top challenges being finance control and scheduling.

For your opening month, consider tableside handhelds combined with kitchen display systems to reduce bottlenecks, increase turns, and create happier teams. Bewley's Café in Dublin cut table turn time by five minutes after moving to handhelds with integrated payments.

Contactless payment is expected — Irish guests use kiosks and contactless options often or always at a rate of 55% (source: Toast Consumer Preferences Survey 2025). This expectation makes investment in modern payment systems essential rather than optional for new openings.

Budgets That Make Sense (And Scale)

Many restaurants aim for approximately 3–10% of sales for marketing, mixing organic and paid approaches. Ramp up spending around launch, then normalise as you establish your customer base. Focus your budget on activities that compound — great photography, video content, and relationship building with local media and influencers provide ongoing value beyond their initial investment.

Marketing and Data Protection

When it comes to promoting your restaurant, Ireland’s rules are designed to protect guests — and your reputation benefits when you follow them closely.

For direct electronic marketing (emails, SMS, app notifications), you need clear, affirmative opt-in consent. That means no pre-ticked boxes or “by signing up you agree…” buried in the fine print. Guests should know exactly what they’re signing up for and how often they’ll hear from you. There are some exceptions for existing customers — for example, if someone dined with you and gave their details in the course of that transaction — but it’s still best practice to ask for fresh consent and keep a clean, trusted list.

Cookies and online tracking need to be crystal clear. The Data Protection Commissioner requires cookie banners with equal “Accept” and “Reject” options — no pre-ticked boxes, no tricks, and an easy way for guests to change their mind later.

For comprehensive restaurant marketing strategy and channel guidance, explore Toast's Restaurant Resource Centre. There you’ll find our marketing plan and budget templates to help you create your marketing strategy with advised activities, anticipated results, and more.

Final Thought

Openings that win feel welcoming, well-positioned, and well-run. Tell a simple story, focus your offers, remove friction in the room, and use technology to keep service smooth when it's busiest. Do those four things and your opening momentum won't fade — it will compound into lasting success in Ireland's vibrant hospitality scene.