Let's face it - opening a restaurant in New York is like trying to hail a cab during rush hour. Tough, but not impossible. We've helped a bunch of spots go from "where's that?" to "have you been yet?" Here's the lowdown on video marketing that actually moves the needle:
Tease 'Em Forget long-winded promos. Quick hits of your space, your star dish, or your chef cursing at a burnt risotto. People eat that stuff up (pun intended).
Pro Tip: Keep teasers under 15 seconds. Attention spans are shorter than the line at Shake Shack.
Why it works: In a city where everyone's scrolling at lightning speed, short teasers are your best bet to grab attention. They're like the amuse-bouche of the video world - just enough to make people want more.
How to nail it: Start teasing about a month before opening. Mix it up - one day show a close-up of a signature dish, the next give a sneak peek of your bar. End each with a simple "Coming Soon" and your opening date. Boom. Instant buzz.
The Backstage Pass Everyone wants to feel like an insider. Show the nitty-gritty of opening. The good, the bad, the "why did we think this was a good idea?" moments. Trust us, it works.
Pro Tip: Go live during a soft opening. It's raw, it's real, and it makes people feel like they're there.
Why it works: New Yorkers love to be in the know. Giving them a backstage pass makes them feel special, and they'll want to brag about discovering you first.
How to nail it: Document everything. The moment you sign the lease, the first time your chef nails that tricky dish, the inevitable plumbing disaster. It's all gold. Create a "Road to Opening" series and release it weekly. People will start rooting for you, and they'll be itching to visit once you open.
Your Secret Sauce What makes you different? A killer view? A dish that's Instagram crack? Whatever it is, show it off. Make people curious enough to brave the L train.
Pro Tip: Use natural light when shooting food. It makes everything look better. Yes, even that vegan bacon.
Why it works: In a city with more restaurants than rats (probably), you need to stand out. Your unique selling point is your ticket to getting noticed.
How to nail it: First, figure out what makes you special. Maybe it's your rooftop garden, your zero-waste policy, or your chef's grandma's secret recipe. Whatever it is, make a hero video about it. Get creative - if it's the view, do a timelapse from day to night. If it's a dish, show the whole process from market to plate. Make it impossible for people not to want to experience it themselves.
Let the People Speak Your customers are your best hype team. Encourage them to share. Repost the gold. It's like word-of-mouth on steroids.
Pro Tip: Create a unique hashtag. Make it short, catchy, and not already claimed by that indie band from Brooklyn.
Why it works: In the age of Yelp and Instagram, people trust other diners more than they trust you. User-generated content is like getting a thumbs up from a thousand friends.
How to nail it: Make your space Instagram-friendly. Good lighting, interesting decor, maybe a neon sign with a catchy phrase. Encourage sharing by running contests - "Tag us in your photos for a chance to win dinner for two." Repost the best ones and watch your reach explode.
Be a Good Neighbor Show some love to your hood. Feature local spots, suppliers, or that weird dude who's always outside. It's good karma and good business.
Pro Tip: Partner with local influencers. But please, for the love of god, vet them first. We've seen some horror stories.
Why it works: New Yorkers are fiercely loyal to their neighborhoods. Showing that you're part of the community, not just another gentrifier, goes a long way.
How to nail it: Create a "Meet the Neighbors" series. Interview local shop owners, feature your suppliers, maybe even do a collab with a nearby brewery. Show that you're not just in the neighborhood, you're part of it.
The Technical Stuff (Because We Know You're Wondering)
Now, let's talk gear. You don't need a Hollywood budget to make great video content. Here's what we recommend:
Camera: Your smartphone is probably good enough. If you want to step it up, a mirrorless camera like the Sony A7III is our go-to.
Audio: Don't skimp on this. Bad audio will kill your video faster than a health code violation. Get a decent shotgun mic or lavalier.
Lighting: Natural light is your friend, especially for food shots. For interviews, a simple three-point lighting setup will do wonders.
Editing: Start with iMovie or DaVinci Resolve or CapCut (it's free!).
Remember, it's not about having the fanciest equipment. It's about telling a compelling story. We've seen iPhone videos outperform stuff shot on RED cameras. It's all in how you use it.
Avoiding Common Pitfalls
We've seen some restaurants crash and burn in their video marketing. Here's what to avoid:
Don't oversell: New Yorkers can smell BS from a mile away. Be authentic.
Don't ignore negative feedback: If someone leaves a bad comment, address it publicly and professionally. Show that you care.
Don't forget to optimize: Use relevant keywords in your video titles and descriptions. It helps with searchability.
Don't be boring: This is New York. If you're not entertaining, you're invisible.
At Raised Media, we make videos that fill seats. We've seen firsthand how the right video strategy can turn a quiet opening into a packed house. Want to chat about how we can make your restaurant the next big thing? Hit us up. We promise we're more fun than your last health inspection.
Remember, it's not just about great food. It's about creating an experience, a story that people want to be part of. And that's where killer video content comes in. So get out there, start filming, and let's make your restaurant famous. New York's hungry, and you've got a table to fill.
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Raised Media Co. is a NYC-based commercial photography and video production agency specializing in experiential visual content. We help brands and personalities tell compelling stories through high-impact photos and videos.
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