A four-week ramp that lets you test, retune, and launch a new dish without the week-one disappointment that sinks most menu changes.

Why most menu launches underperform

The standard play: photograph the dish, post it, add it to the menu. Maybe run a special for a week. Then wonder why it's not moving.

The problem isn't the dish. It's that you gave guests no story to follow, no reason to anticipate, and no moment that felt earned.

The four-week ramp

Week 1: The tease

One photo. No name, no description. Just the dish, beautifully shot with a caption that invites speculation. "Something new is coming." Stories with a poll: "Guess the protein." This generates real engagement data before you've committed to anything.

Week 2: The story

Where the idea came from. The sourcing, the chef's thinking, the three versions that didn't make it. This is where your regulars lean in. Email your list with the behind-the-scenes angle — this segment converts at your highest rate.

Week 3: The preview

Staff have been eating it. Share their reactions. A quick video of the dish being plated. A "soft" invite to ask for it by name — it's technically available if you know to ask. This creates a first-mover moment for your loyalists.

Week 4: The launch

Now the formal announcement lands on a primed audience. People share it because they've been following the story. The dish already has word-of-mouth before it's officially on the menu.

The social-first sequence

Each week has a specific content cadence: three posts, two stories, one email. The posts build on each other — cross-reference the previous week, reward people who've been watching. DAMON AI generates the full sequence from a single brief about the dish and your brand voice.