The Playbook: Launching a New Restaurant in Singapore with an F&B Marketing Agency

Opening a new restaurant in Singapore is tough. Getting people to know you exist is even tougher. With Singapore’s competitive F&B landscape, simply having a great concept and a killer menu isn’t enough. You need a strategic marketing plan that ensures people know about your restaurant before the doors open, and a buzz that keeps growing long after.

This is where an experienced Singapore F&B marketing agency comes in. They know the local market, the consumer trends, and the best channels to help you attract and retain diners. Let’s break down how partnering with an F&B marketing agency can help your restaurant successfully launch in Singapore, from building pre-launch excitement to driving long-term customer engagement.

Step 1: Building Pre-Launch Buzz

A successful restaurant launch starts long before opening day. A Singapore F&B marketing agency will work with you to create buzz around your brand in the weeks leading up to the launch. This phase is crucial for generating excitement and anticipation. 

Branding and Messaging

The first step is solidifying your restaurant’s identity. The agency will help you define your unique value proposition—whether it’s your culinary style, ambience, or commitment to sustainability—and make sure this messaging is clear across all channels. Consistency is key to creating a strong brand that resonates with your target audience.

Social Media Teasers

Social media is one of the most effective tools for generating early buzz. An F&B marketing agency will help you craft a series of teaser posts, showing sneak peeks of your menu, behind-the-scenes kitchen prep, or even the restaurant design process. This type of content builds curiosity and anticipation.

Example: Run a countdown on Instagram Stories, showcasing one exciting feature of your restaurant each day, such as your signature dish, interior decor, or the chef behind it all. This organic content will keep your audience engaged as they follow your progress.

Influencer Partnerships

Working with influencers who have a strong local following can quickly boost your restaurant’s visibility. The agency will identify relevant influencers in Singapore’s F&B scene who align with your restaurant’s ethos. A few well-placed Instagram stories or TikTok videos featuring your pre-launch events or tastings can put your brand in front of thousands of potential diners.

We invited influencers to the Journey Across Asia with California Cheese, an engaging event featuring Chef Barbara Alexander. Through tastings and a DIY pizza activity, influencers enjoyed sampling different California cheeses while learning about Real California Milk & Cheeses. Events like these play a vital role for brands entering a new market—they establish direct connections, create lasting memories, and provide valuable content for social media and media coverage, all while educating audiences on product qualities and brand values.

Example: Invite a few food bloggers or Instagram influencers to an exclusive pre-launch tasting event. Their posts, stories, and reviews will create a ripple effect, building credibility and anticipation for your opening day.

Step 2: Grand Opening Campaigns

Once you’ve built pre-launch momentum, it’s time for the big day. Your F&B marketing Singapore team will shift the focus towards driving foot traffic to your restaurant on opening day. Here’s how they’ll do it:

Launch Day Promotions

Offering a promotion on your grand opening day is an effective way to draw in diners. An F&B marketing agency will design campaigns that fit your brand, such as offering a free appetiser for the first 50 customers or a “buy one, get one free” deal on signature dishes. The goal is to create urgency and excitement while ensuring you have a strong footfall from the start.

Paid Social Media Ads

While organic content is crucial, paid ads on Facebook and Instagram are equally important for targeting a broader audience. A Singapore F&B marketing agency will craft targeted ad campaigns that reach the right demographics—whether it’s young professionals, families, or food enthusiasts. By geo-targeting ads within a specific radius of your restaurant, you ensure that locals and nearby residents are aware of your launch.

Example: Use carousel ads on Facebook to showcase your best dishes or create a video ad on Instagram highlighting the grand opening details, driving reservations or foot traffic.

Email Marketing

If you’ve been collecting email subscribers throughout the pre-launch phase, now is the time to engage them. The marketing agency will craft an enticing email campaign, announcing the grand opening and offering an exclusive deal to those on the mailing list. This not only rewards your early supporters but also builds a sense of community.

Step 3: Post-Launch Engagement

The grand opening is just the beginning. To maintain momentum and keep customers coming back, ongoing marketing efforts are essential. A Singapore F&B marketing agency will guide you through post-launch strategies that continue to engage and grow your customer base.

Social Media Content Plan

A successful restaurant doesn’t go quiet on social media after opening. Your marketing agency will develop a content calendar that includes engaging posts, customer reviews, special promotions, and upcoming events. The key is to keep the conversation going and turn one-time visitors into regulars.

Example: Encourage diners to share their dining experience on Instagram using a custom hashtag, and feature user-generated content on your restaurant’s page. This not only increases engagement but builds a community around your brand.

Online Reviews and Reputation Management

In Singapore’s restaurant scene, online reviews can make or break a business. An F&B marketing agency will help manage your online reputation, ensuring positive reviews on platforms like Google, TripAdvisor, and Facebook. They’ll also craft responses to both positive and negative reviews, showing that your brand values customer feedback and is committed to excellence.

Seasonal Promotions and Events

To keep customers excited, your marketing agency will plan seasonal promotions or themed events that draw in crowds during typically slow periods. Whether it’s a Chinese New Year menu, a Valentine’s Day dinner special, or live music nights, these events give diners a reason to return and experience something new each time.

Final Thoughts

Launching a new restaurant in Singapore requires more than just opening your doors—it’s about creating a buzz that makes people want to visit and return. By partnering with a specialised F&B marketing Singapore agency, you can build excitement before the launch, execute a strong opening campaign, and maintain customer engagement long after. From influencer partnerships to paid ads and ongoing social media strategies, a marketing agency ensures your restaurant gets the visibility it needs to thrive in a highly competitive market.

In a city like Singapore, where dining options are endless, having a strategic marketing partner can be the difference between a restaurant that fades into the background and one that becomes the next big thing.