Day zero: avatar and covers.
Upload these once when you create each account. They share visual DNA so the brand feels intact across platforms.
Bio (use across platforms, trim for char limits)
Bomba · Cocina Puertorriqueña on Mississippi Ave, Portland. Pernil, mofongo, coquito. Live bomba on Fridays. bomba-pdx.com
Eight-post launch sequence.
Post one per day in this order so the Instagram grid composes. Cross-post each to Facebook same-day.
Six tiles that hang together.
These also power the opening week. After Day 0, mix typographic and photographic at roughly 2:1 photo-to-type.
Library of repeatable posts.
Re-use these weekly. The captions are templates — swap in real events and tonight's specials.
Vertical, video-first.
Use these stills as cover frames for short videos, or as static posters in slideshow posts.
Opening night.
Use this as the event header for your launch night. Re-skin for recurring Friday events later.
Build the room as it builds itself.
The generated posts above are the brand layer. Underneath them, post real iPhone photos from your actual buildout — it's what makes a new restaurant feel real. People follow construction.
Permits + the lease
A laptop with the signed lease open. The first liquor license framed on the wall. Boring on purpose — it says “this is happening.”
The space, empty
Before-shots of the bare room: stripped walls, the floor without tile, a single chair pulled to the center. The room you'll transform.
The orange door arrives
A specific object moment that becomes a story. The door on the back of a truck. The painter laying down the coat. The door installed at golden hour.
The kitchen build
The hood going in. The 8-burner range being craned. The chef's hands inspecting the pilón. Process shots — never staged, always lit by what's already there.
The first test dinner
A handful of friends-and-family eating the menu before it's called a menu. Plates from above, hands reaching, candle, a single half-empty glass of wine.
Hiring the team
“We're looking for one more line cook and two servers.” Tag local culinary schools. Real photo of the kitchen, not a generic.
The sign goes up
A literal moment: the hand-painted “bomba.” sign being installed above the door, at the hour the light is right.
The night-before walk-through
The whole team in the room at 9pm the night before opening. Lights low, tables set, a chef's tasting in the middle. Caption: “Tomorrow.”
The room running, week after week.
Once the doors are open, the brand layer fades and the real life of the restaurant becomes the story. This list should keep the camera busy for a year.
One dish a week, in detail
A single dish photographed close, with one sentence about its origin or technique. Rotate through the menu.
Service candids
A server pouring wine. A table mid-laugh (with permission). A child reaching for tostones. Always hands, rarely faces, never staged.
Behind the pass
The chef plating during a Saturday rush. The board with the night's specials. The garde manger laughing about something.
Chalkboard changes
When the daily board flips, photograph it. Stories love these. Pin one good one to Highlights each month.
Coquito bottling weekend
The annual November ritual. A counter covered in bottles, cinnamon sticks, kraft labels being applied. Sell the season.
Press hits + awards
Repost Eater PDX, Willamette Week, Oregonian. Quote a single line, link the piece. Once an award lands, frame it on the wall and photograph that.
Staff spotlights
Once a month, one staff member. Their story, why they cook this food, what they did before. Builds team loyalty + audience attachment.
Source partner shoutouts
Visit the farm. The pig farmer in Carlton. The coffee importer's warehouse. Tag them. They reshare. Free distribution into a different audience.
Birthday + celebration tables
With explicit permission. A cake exiting the kitchen, candles lit, the room singing. Use sparingly — saves the magic.
Bomba night recaps
Friday short reels: 15 seconds of drums, two seconds of a face dancing, two of a dish, two of the room. Soundtrack is the actual barril.
Anniversary milestones
One month. Three months. Six months. A year. Each gets its own post — a hand-written number on parchment plus a photograph of the room.
Quiet Mondays
One Story per week on Monday — the empty room, the prep happening, a coffee cup on the bar. Tells a quieter brand story alongside the hype.
How often, how long, how loud.
A recommended rhythm. Adjust to what your team can actually sustain — consistency beats volume every time.
Build anticipation, real photos
Sequence + amplification
Sustainable rhythm
Spike short
Rules of thumb
- Best times to post (Pacific): 11:30am–12:30pm and 6–7:30pm. People scroll before they eat.
- Friday gets two posts: 11am announcing the bomba night, 9pm a story from inside the set.
- Respond to every Google review in 48h. Search ranking depends on response rate, not just star count.
- Cross-post but don't cross-paste: reshape captions to each platform. Twitter: tighter. Facebook: warmer. IG: poetic. TikTok: punchier.
- Highlights reel quarterly: archive old Stories Highlights, pin a fresh set every season.
- Reels > static, increasingly: when the team has bandwidth, one Reel per week outperforms three feed posts.
- Don't feed the algorithm to feed the algorithm. If a week has nothing real to say, post once and skip the rest. Authenticity compounds.