How to announce a new dish on social media

Get the dish right before you announce it

Only announce a dish when the recipe, price and portion are settled. Changing them after people have seen the post causes confusion at the counter and can feel like a broken promise.

Make sure your allergen information is updated for the new dish and that your whole team knows what is in it. They will be asked, often on the first day.

Brief the team on how to describe the dish, what it comes with and what it costs. A customer who asks about it should hear the same answer from everyone.

Decide what to say

Write the key facts once, then reuse them in every post. Keep them short: on a phone, fewer words get read.

• The dish name, exactly as it appears on the menu.
• The price.
• The date it is available from, and whether it is permanent or seasonal.
• A short, plain description of what it is.
• What people should do: book, order or ask for it.

Describe it in your own words

Describe the dish simply, using only ingredients that are really in it. Say what makes it worth trying: a slow-cooked sauce, a bread you bake each morning, a recipe from your family.

Avoid claims you cannot stand behind, such as calling it healthy or the best in town. Let the photo and the description do the work.

Take one great photo

Photograph the dish exactly as it will be served, in daylight, from the angle that suits it best. One strong photo is enough for a reel, a post and a story cover.

Take it on the day you finalise the recipe, so the photo matches what customers get. Leave space around the plate so it works in a vertical frame.

If the dish comes with sides or a sauce, include them, so people see the full plate they are paying for.

How to announce a new dish on Instagram and TikTok

A short vertical reel is the clearest way to launch a dish. Open on the food, then show the name and price, then the date it arrives and what to do next. Share the same reel to your Stories, and post it on TikTok too.

Use the caption to repeat the details and add your short description. Put the dish on your Google Business Profile and your online menu on launch day as well.

Post when your customers are likely to be planning a meal, such as late morning for lunch or late afternoon for dinner.

Plan a small launch week

A single post is easy to miss. Spread the news over a week:

• A few days before: a photo saying something new is coming, with the date.
• Launch day: the full reel with the name, price and availability.
• Mid-week: a Story of the dish being plated or served.
• End of the week: a reminder post, especially if it is a limited run.

Keep the new dish visible after launch

A new dish does not stop being new after one post. Feature it again a couple of weeks later in a menu video or as a weekly special. If it is seasonal, post a last-chance reminder before it leaves the menu, and make sure the end date you give is accurate.

Listen to what people say when they try it in the first week. If several people ask the same question, such as whether it is spicy, answer it in your next post. If a dish is slow to sell, a better photo or a clearer description is worth trying before you take it off.

Where BiteReel fits

BiteReel’s Dish Spotlight style is made for launching a single dish. You upload your photo, type and confirm the name, price, start date and call to action, and see a free storyboard before any credit is used. BiteReel never invents ingredients, dietary labels or claims, so the reel says only what you confirmed.