How do I announce a new restaurant menu with video?
Treat a menu launch as a short campaign, not one post: a teaser a week before, a 30 to 45 second launch video on the day naming three or four new dishes and the date, then one dish spotlight every couple of days. Lead with what is new and why (the season, a new chef, local suppliers), show your real dishes where people will order from the picture, and keep prices and dietary labels exact.
- US chains with 20 or more locations must disclose calories for standard menu items on menus and menu boards (FDA).
- Covered US chains must also state that additional written nutrition information is available on request (FDA).
- England has calorie labelling rules for the out-of-home sector under regulations made in 2021 (GOV.UK).
- Veedio makes 30s, 60s, 90s and 3-minute videos in 9:16, 1:1 or 16:9; a seven-scene video in stills costs 17 credits.
The launch week, post by post
- 1
Seven days before: the teaser
A 15-second clip that says a new menu is coming, the launch date, and one hint, such as an ingredient or a silhouette of a dish. No prices yet. Generated mood scenes work well here because you are not selling a specific plate.
- 2
Three days before: the why
A 30-second video on why the menu is changing: the season, a new chef, a new local farm. People share stories more readily than dish lists. Ask for bookings for launch night if you take them.
- 3
Launch day: the full launch video
The 45-second script below. Open on your own photo of the hero dish, name three or four new dishes with prices, say what has left the menu if regulars will ask, and end with how to book or order.
- 4
Days two to six: dish spotlights
One new dish every other day, 15 to 20 seconds each, using the spotlight template below. Each spotlight opens on your real photo of that dish.
- 5
Day seven: the first-week recap
A short thank-you with the dishes people ordered most, as reported by your own till, and a reminder that the menu is here for the season. Only call a dish 'most ordered' if your sales show it.
Launch-day video script (45 seconds)
7 scenes · about 45 seconds
Scene 1
Our autumn menu starts today at Juniper Kitchen, and it's built around what's coming in from the farms right now.
Visual: Opening frame: your own photo of the hero dish on the pass, slow push-in, warm evening light.
On screen: NEW AUTUMN MENU · from today
Scene 2
We're working with [Farm name] for squash, apples and greens, picked a day or two before they reach the kitchen.
Visual: Wooden crates of squash, apples and dark leafy greens in a rustic farm shed, morning light, cinematic shallow focus.
On screen: Produce from [Farm name]
Scene 3
New on the menu: roast squash with brown butter and sage, [price].
Visual: Generated plate of caramelized roast squash wedges with crispy sage leaves, warm side light, overhead angle.
On screen: Roast squash, brown butter · [price]
Scene 4
Pork chop with cider and apples, [price].
Visual: Generated thick-cut pork chop with glossy sauce and roasted apple slices on a dark plate, steam rising.
On screen: Pork chop, cider & apples · [price]
Scene 5
And for dessert, apple tarte tatin with crème fraîche, [price].
Visual: Generated caramelized apple tart on a slate board with a spoon of cream, candlelight, close-up.
On screen: Tarte tatin · [price]
Scene 6
The summer salads are taking a break until next year. The burger isn't going anywhere.
Visual: Chalkboard menu being updated with a cloth, warm restaurant interior in the background, no faces.
On screen: Burger stays
Scene 7
Book a table at the link in our bio, or walk in. Ask us about allergens on any dish.
Visual: Cozy dining room with set tables and candles at dusk, wide cinematic shot, gentle push-in, then logo end card.
On screen: Book online · [Restaurant]
Dish spotlight template (15–20 seconds)
| Scene | Voiceover pattern | Visual |
|---|---|---|
| 1 | 'New this season: [dish].' | Your own photo of the dish, push-in |
| 2 | One fact about how it is made or where it comes from, plus the price | Generated close-up of the key ingredient or the cooking step |
| 3 | 'On the menu from today, dine-in and takeout.' or the channels that carry it | Generated dining room or counter scene, then your logo |
What makes people try a new menu
Regulars want to know two things: what is new, and whether their favorite is still there. Answering the second question in the launch video saves your servers from explaining it fifty times. New customers want a reason to come now rather than some time, which is why the season, a supplier or a chef change does more work than adjectives. 'Squash from a farm twenty minutes away' is more persuasive than 'delicious seasonal flavors'.
Keep the number of dishes in one video small. Three or four dishes, each with a price and a single descriptive phrase, is about what a viewer can hold. The full menu belongs on your website, with a link in the caption.
Before you post: Before the launch video goes out: prices match the new printed and online menus; dietary labels (vegan, gluten-free) are confirmed by the kitchen; and 'locally sourced' or a named farm is true for the dishes shown. If you are part of a chain with 20 or more US locations, check how FDA calorie labeling applies to the menus you show; in England, check the out-of-home calorie labelling rules. Show your real dishes when people can order from the picture.
Adapting the launch
- Single new dish instead of a menu: skip the teaser and the recap; post the spotlight template twice in one week.
- Brunch launch: post on Thursday for the weekend, switch to the Jessica voice and Lo-fi music, and give the brunch hours on screen.
- Tasting menu: one 60-second video in the Cinematic style with AI motion on the hero course, and booking details on the last frame.
- Prix fixe or set menu: show the total price and what it includes; if a drinks pairing is extra, say so on screen.
- Price increase alongside the new menu: do not hide it, but you do not need to announce it either. Make sure any 'new price' is shown correctly everywhere.
- Delivery-app menus: platforms may show different prices; say 'prices may differ on delivery apps' if that applies.
Mistakes on menu launch videos
- Listing every dish. Viewers remember three; the rest goes on the website.
- Leaving the launch date out of the teaser, so people do not know when to come.
- Using a generated plate for a dish customers will order, then serving something that looks different.
- Posting the launch video and then going silent. The spotlights are where most people actually decide.
- Forgetting to update the Google Business Profile and delivery apps on the same day as the video.
FAQ
Questions people ask next
How far ahead should I announce a new menu?
About a week. A teaser seven days out, a story post a few days before, and the full launch video on the day. Longer lead times work for tasting menus or holiday menus that need bookings.
Should the launch video include prices?
Yes for the dishes you feature; prices help people decide whether to book. Make sure they match the new menu on every channel the same day.
Can I use AI images of my new dishes?
For the teaser and mood scenes, yes. For the dishes people will order, open on your own photo; a generated plate is an illustration of a dish like yours, not your dish.
Do I need to show calories in my menu video?
In the US, the FDA's calorie rules apply to chains with 20 or more locations under the same name; check with counsel whether they reach the menus shown in your videos. Independent restaurants are generally outside that rule but may be covered by state or local rules.
How long should a menu launch video be?
Thirty to forty-five seconds for the launch post, fifteen to twenty for each spotlight. Longer than a minute and people stop before the booking link.
What does a launch week cost on Veedio?
A seven-scene launch video in stills costs 17 credits, a three-scene spotlight 9. A teaser, a launch video and four spotlights come to well under 100 credits; Starter is $19/mo for 600.
Sources, checked 30 October 2026:
- FDA: Menu Labeling Requirements
- GOV.UK: Calorie labelling in the out of home sector
- Food Standards Agency: Allergen guidance for food businesses
- 16 CFR Part 233, Guides Against Deceptive Pricing (eCFR)
Platforms change their rules, so check them before you rely on them.
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