Phase V: Marketing and Launch

This phase is about getting ready to open your doors and telling people about your business. You want to build excitement, attract customers, and make a great first impression. Let’s break it down step by step:

1. Develop your brand identity

2. Create a marketing plan

3. Plan Your Grand Opening!

Develop your brand identity

1. What is a brand identity?

   It’s how people recognize your business — the look, feel, and personality of your restaurant or food service.

2. Key elements of a brand:

   • Name: easy to remember and pronounce.

   • Logo: a simple, clear design or symbol for your business.

   • Colors and fonts: choose colors and text styles that match your vibe (example: bright and fun or simple and elegant).

   • Tagline or slogan: short phrase that explains your business (example: “Fresh Vietnamese Street Food” or “Authentic Taste of Mexico”).

3. Why it matters: Your brand helps you stand out from competitors and makes people remember you.

Create a marketing plan

1. What is a marketing plan?

   A simple plan that explains how you will tell people about your business and bring them in as customers.

2. Key steps:

   • Create social media pages (Facebook, Instagram, TikTok, Google Maps listing).

   • Make a basic website (even a free one) with your menu, hours, address, and photos.

   • Print flyers, business cards, or menus to hand out.

   • Offer a special deal — like a discount, free drink, or small free item for first customers.

   • Join local events or farmers markets to introduce your food.

   • Ask friends, family, and neighbors to help spread the word.

3. Tips:

   • Take good photos of your food, as pictures get a lot of attention on social media.

   • Successful Durham food entrepreneurs shared that word of mouth is the most effective way to market their business.

Plan Your Grand Opening!

1. What is a grand opening?

   It’s your official first day of business, where you welcome customers, show off your food, and celebrate.

2. How to plan it:

   • Pick a date and time.

   • Invite family, friends, neighbors, and local groups.

   • Promote it on social media, flyers, and signs.

   • Offer special deals (discount, free sample, buy-one-get-one).

   • Play music or decorate to create a fun atmosphere.

   • Take lots of photos and videos to share online.

   • Tip: Consider a “soft opening” first — invite a small group to test your service and food before the grand opening.

Tips for Success

• Keep your marketing simple and clear — people should know what you sell and why they should try it.

• Focus on local marketing — attract people nearby first.

• Collect customer emails or social media follows to stay connected after opening.

• Get feedback during your soft opening to fix small issues before the big day.