Day 5: How to Attract Your First 100 Customers

Marketing strategies to build early traction, real trust, and your first wave of loyal diners—without relying on a big budget

You’ve shaped your concept, tested it with real food, adjusted your operations, and designed a profitable, strategic menu. You’ve probably run small tastings or soft launches. But now comes one of the most crucial turning points in your journey: finding the people who will buy what you’re offering.

This is Day 5: when you move from internal development to public visibility, and from cooking with passion to selling with purpose.

Because no matter how good your idea is, a restaurant without customers is still just a rehearsal.

This guide will show you how to attract your first 100 real customers with intention and structure, even if you don’t have a location yet, a team behind you, or a large social media following.

1. Know exactly who you’re talking to.

Before launching any campaign or posting on social media, stop and ask yourself: Who is this for?

You need a clearly defined customer profile, often referred to as a buyer persona. This is more than demographics. It’s about behavior, taste, and motivation.

Ask yourself:

• How old is my ideal guest?

• What do they value in a food experience—speed, taste, health, storytelling, trendiness?

• Where do they spend time online? Instagram? WhatsApp? Yelp?

• What kind of voice speaks to them—funny, aspirational, warm, luxurious?
  

Write out a brief, fictional profile of your ideal customer. Could you give them a name? A lifestyle. A favorite dish. This will guide your design, pricing, and tone of voice in every message you publish.

2. Start with people who already trust you.

Your first 20–30 customers are likely people you already know. Don’t ignore this network—it’s your springboard.

What to do:

• Invite friends, family, and colleagues to a private tasting or pre-sale.

• Ask them to share their experience on social media with honest feedback.

• Offer a small reward or discount for every referral.

• Use voice notes or personal WhatsApp messages instead of mass promotions.

  
  

This approach builds more than sales—it builds social proof, the fuel of any growing brand. People are much more likely to trust something new if someone they know has already tried it.

3. Create purpose-driven content on social media.

You don’t need 10,000 followers. You need clarity, consistency, and sincerity.

Your social content should answer four questions:

• Who are you?

• What do you make that’s different?

• What kind of experience can people expect?

• Why should they try it this week—not someday?
  

Content that works in early stages:

• Behind-the-scenes videos of prep or plating.

• Your story: why you started this concept.

• Honest customer reviews (even if it’s your aunt at first)

• Simple posts that teach: “3 tips to enjoy ceviche at home”, “Why we don’t use lime in our aguachile”.
  

Post at least 3 times a week, even if it’s just a photo and a voice. Respond to every comment and message. This isn’t about going viral—it’s about showing up.

4. Activate low-cost, high-impact sales channels.

Even without a full website or delivery app integration, you can start selling.

Set up:

• WhatsApp Business with a product catalog and auto-replies.

• Linktree for your Instagram bio to organize links (menu, order form, newsletter)

• Instagram Stories with polls or question boxes to test pricing, new items, or availability

• Manual DM orders—yes, it’s messy at first, but it works.

  
  

You can also list yourself on:

• Local delivery platforms (DoorDash, Uber Eats, etc.)

• Facebook or community groups in your neighborhood.

• Google Business Profile if you have a pickup spot or kitchen.
  

Don’t aim to automate everything yet. Your advantage is that you’re close to your customer. That proximity is your most powerful channel.

5. Launch a pre-sale or limited batch offer.

Scarcity creates energy. A limited edition offer or early-access promo is a great way to test demand and generate buzz.

Ideas to try:

• “Only 50 tacos this Saturday—pre-orders close Thursday”.

• “Soft launch tasting: 20 seats only. Invite-only.”

• “Opening promo: get a free agua fresca with your first order”.
  

This works better than just posting “we’re open.” Give people a reason to act now, and make them feel part of something special.

6. Collaborate with local allies and micro-influencers.

You don’t need influencers with 100k followers. You need people with influence in your community.

Try:

• Sending tasting boxes to 3–5 local foodies or creatives and asking for honest, casual feedback.

• Partner with a local café to serve your dish as a special guest item for a day.

• Collaborating with a craft beverage brand, sustainable packaging brand, or specialty grocer to cross-promote.
  

When you connect with like-minded businesses, you build trust by association—and authentically expand your reach.

7. Build your first customer list via email or phone.

Social media is useful, but it’s not yours. Start building your own database from the very beginning.

Create a simple landing page, Google Form, or Substack and offer something in exchange:

• A PDF recipe.

• A secret menu link.

• Early access to next weekend’s drop.
  

Then, follow up consistently. Send a short weekly or biweekly email with:

• Menu updates.

• Behind-the-scenes stories.

• New customer testimonials.

• Special offers.

  
  

You’re not just selling food—you’re building a relationship.

8. Reflect, adjust, and grow intentionally.

Reaching your first 100 customers is not a milestone—it’s a foundational act of listening and learning.

Celebrate every sale. Every returning customer. Every comment that helps you improve.

Ask yourself:

• Which dish had the best feedback?

• Which communication channel worked best?

• Who came back for a second or third order?

• What felt natural to me? What felt forced?
  

This is your lab. Your sandbox. Your chance to build something rooted in the real world, not in theory.

The first 100 customers are not your audience. They are your co-creators. Getting your first 100 customers isn’t about shouting louder. It’s about connecting deeper. It's about being in the kitchen one minute and in your customer's world the next.

This stage doesn’t require perfection. It requires movement. Action. Empathy. Intention.

Your brand doesn’t start the day you get a logo. It starts the moment someone bites into your food and says, “I want to come back.”

That moment is what we’re building toward—step by step, with clarity and care.