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When I see that a restaurant is having a soft opening, does that mean it’s open to the public? —Nora M., St. Louis
The term “soft opening" is a nebulous moniker that’s become even more so over the years, so the short answer to the question is “sometimes.”
In days past, the term didn’t even exist: A restaurant would decide to open its doors (announced or not), and that was it. Word of mouth, advertisements, and eventually a critic’s reviews would bait the hook.
With the onset of social media, restaurants could no longer afford to be that laissez-faire. Today, the biggest challenge is getting one’s restaurant open without incident, thereby risking negative comments by trigger-happy Yelpers.
Savvy restaurateurs now schedule several pre-opening, invite-only parties (in which food is usually comped), then several public “soft openings” (in which the customer may or may not pay a portion of the food tab, but almost always the entire alcohol bill), and then the official opening.
Unfortunately, that structure no longer exists. A restaurant will often allow random guests into invite-only parties. Passers-by can often wander into a friends-and-family happening unscathed. If the phone is being answered, inquiring guests are often asked to stop by, especially if that night’s customer count is less than expected. The elusive soft opening can be a lunch or evening affair. The menu can be abbreviated. It might entail one shift or several weeks of service.
So the rule is that there are no rules. Many “softies” are open to the public—and even advertised as such—while others are not. House phones are often not answered (or even operational) during this period. A “grand opening” can refer to the first day of operation or be held several months after the actual opening.
When anxious to try a new restaurant before the announced opening, our advice is to first check its social media feeds for information, then place a phone call or wander by. You might just end up with bragging rights and that coveted first look.
If you have a question for George, email him at gmahe@stlmag.com. You can also follow him on Twitter @stlmag_dining. For more from SLM, subscribe or follow us on Facebook, Twitter, and Instagram.
