Opening a restaurant in Greece is never just about the food. It’s about timing, location, storytelling, positioning and standing out in a saturated market, whether in Thessaloniki, Athens or the islands. At Disorder, we’ve helped F&B concepts grow from sketch to sold-out. Here’s what actually works and what most people tend to overlook.
It Starts Before the First Dish
The biggest mistake most new restaurant owners make is starting with the food instead of the concept. You need a clear answer to key questions such as: What are we really offering that others aren’t? Who exactly are we serving — locals, tourists or specific niche audiences? What emotions do we want to evoke?
Your name, logo, interior atmosphere and communication style must all work together and support a unified story. A strong restaurant brand is built long before the first dish is served.
Your Brand Is Your Menu — and Vice Versa
You’re not just selling food. You’re selling an experience. That could mean slow summer lunches with friends, street food with a twist or elevated Cretan seafood by the sea.
Your menu must reflect your identity, and your prices should align with your perceived value. The design should speak your brand’s language. At Disorder, we often collaborate with chefs, interior designers and founders to create restaurant brands with substance and soul, not just attractive visuals.
Build Hype Before You Open
The traditional soft launch approach no longer works. You need to generate buzz early. Effective pre-launch strategies include teaser campaigns on Instagram, inviting influencers during the construction phase, sharing behind-the-scenes content from renovations, creating countdowns and collaborating with DJs, artists or local brands.
Community-driven storytelling builds anticipation. Don’t wait until opening day to start marketing — start long before.
Go Beyond Social Media
Instagram may be your digital shopfront, but it’s not the only channel that matters. Optimizing your Google Maps profile helps tourists find you. Running targeted Google Ads drives direct bookings and calls. Press kits and PR increase credibility. Managing reviews on platforms like TripAdvisor is essential, even if it feels tedious. And newsletters remain one of the most underrated tools for building loyal customers.
Don’t Try to Do Everything Yourself
Launching a restaurant is already one of the most demanding things you can do. Surround yourself with a team that understands your vision and knows how to translate it to the public. At Disorder, we’ve taken multiple restaurant projects from zero to fully booked, helping brands get their tone, story and vibe right from day one.
Conclusion
If you’re opening a new restaurant, don’t go in blind. Build a launch plan that makes a real impact — one that tells your story, attracts the right people and sets the tone for your future success. See our F&B work.
Book your first call and let’s co-create something unforgettable.
