The First 6 Months: A Marketing Roadmap for New Hospitality Brands
Launching a hospitality business, whether it's a restaurant, bar, café, hotel, or event space, is an exciting milestone. But once the paint dries and the menu is finalised, many owners find themselves asking the same question:
“How do we actually get people through the door?”
The first six months are critical. It’s the window where you make your first impression, build momentum, and lay the groundwork for long-term success. And when it comes to marketing, that early-stage strategy can make all the difference.
In this guide, we’ll walk you through a simple, practical roadmap for building your hospitality brand and attracting your ideal guests, from day one.
Month 1: Set the Foundation
Before you start shouting about your business, make sure you know what you're saying, and who you're speaking to. Your brand strategy is your anchor.
Start by defining your positioning. What makes your venue different? Who are you here for? What do you want people to feel when they step into your space, or land on your Instagram?
Then build your visual identity and messaging around that. Keep it consistent across your website, signage, menus, socials, and print. The goal is to feel like a real, recognisable brand—not just another new place on the high street.
This is also the time to get your essentials in place:
A professional, mobile-friendly website
Google Business Profile
Social media accounts (Instagram and TikTok are your best bets)
A basic content plan
An email sign-up option for early interest
Months 2–3: Build Awareness
With your foundations in place, your next focus is visibility. You want to start creating curiosity and buzz, even if your doors aren’t open yet.
Use social media to share your journey. Show behind-the-scenes content: interior design updates, menu development, team training. Let people feel part of the process. It builds connection and anticipation.
If you’ve launched already, double down on showing the vibe of your venue. Capture guest moments, staff highlights, atmosphere, whatever makes your experience unique. Make it easy for people to imagine themselves there.
This is also the right time to:
Reach out to local creators, foodies, or micro-influencers
Run a simple giveaway or competition to grow your following
Start gathering and sharing testimonials or feedback
Submit your business to local directories and event listings
Months 4–5: Drive Action
By now, people know who you are. It’s time to focus on turning interest into bookings.
Make it incredibly easy for customers to take the next step. That means:
A clear link in your bio or website to book, reserve, or enquire
Calls-to-action in your captions and stories (“Book your table”, “Join our list”, “Reserve your spot”)
Occasional offers or limited-time campaigns to create urgency
Don’t forget email marketing. If you’ve been building a list, now’s the time to start using it. Share what’s new, what’s coming up, or offer exclusive perks to subscribers.
At this stage, you should also look at your analytics. What content is driving traffic? Where are people dropping off? What are your guests searching for before they find you?
This insight will help you adjust and improve, rather than guessing.
Month 6: Nurture and Grow
You’ve launched, people are visiting, and you’re building a following. Now the goal is to keep the momentum going.
Focus on building loyalty and advocacy:
Keep engaging with your guests on social - reply to comments, share UGC, show your team
Ask for reviews (and respond to them)
Run small campaigns that encourage repeat visits
Share your story again, for new followers who are just discovering you
This is also a great time to reflect. What worked? What didn’t? What do you want to build on for your next six months?
Marketing doesn’t stop once you’re open. It evolves, and when done right, it keeps working for you in the background, driving bookings and building brand love.
Ready to Launch With Confidence?
At Ninety8 Media, we help new hospitality brands get off the ground with smart, clear, and effective marketing strategies. From branding to content to digital visibility, we’ll help you turn your launch into long-term success.
