Opening week without the panic

Opening week is the only time strangers are actively looking at your brand. Most places waste it on a "we're open!" post the day before. Here's a rollout that builds a line first.

The 21-day runway

• Week 1 — tease the smell, not the truck. Show the food, the hand, the smoke. Don't say the name yet. Curiosity is the cheapest line you'll ever build.
• Week 2 — make it a date. Announce the name, the spot, and the opening. Post the story of the name in one honest paragraph — the reason it exists is the reason people come.
• Week 3 — give the first 50 a reason to rush. One limited offer at opening, clearly said once: "first fifty get a tee." Then post your hours and stop posting.

After the doors open

Opening week gets the first 200 in the door. Week three keeps them telling people. That's where the honest "sold out tonight" posts do twice the work of a discount — sold-out proof beats hype.