A new trend is transforming how restaurants and bars promote themselves by framing their construction and setup as extended video storytelling projects. Some businesses now treat their opening process like a scripted series, offering behind-the-scenes access and personality-driven narratives that draw audiences deeper than traditional marketing ever could.
One of the most recent examples comes from Michael Bishop-Myers, a New York City bartender with decades of experience. His upcoming Brooklyn bar, Susu’s, has become the focus of a video series documenting its creation. Viewers can watch Bishop-Myers reviewing menu options, overseeing the crafting of bar counters, and overseeing the installation of a 12-speaker Klipsch system paired with a Powersoft amplifier. The first video alone garnered over 103,000 views on Instagram, generating buzz among potential customers before the doors even opened.
This approach isn’t confined to bars. In 2022, Jacob Potashnick, a Chicago chef, used TikTok to document the construction of Feld, a restaurant that would later earn both a Michelin star and a James Beard Award. Similarly, Cowdog Coffee in Vancouver, founded by content creator Joe Lee, shared its buildout process online, using social media to build anticipation before its grand opening.
Audrey Finocchiaro, owner of Nitro Bar in Providence, Rhode Island, has long used social media to create a personal connection with her audience. Known for playful staff challenges—like asking employees to suggest dishes that would make her “poop”—she now documents the expansion of Nitro Bar to New York City through YouTube videos, including a tour of the production space that has attracted 54,000 views. Finocchiaro treats her coffee shop like a character, with customers eager to engage as if befriending it.
For others, the trend extends beyond food service. Jake Cohen, a cookbook author and food personality, recently launched a series transforming a Brooklyn warehouse into an event space and test kitchen. His videos blend home improvement decisions with culinary choices, appealing to viewers seeking a parasocial bond with brands.
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The most extreme example belongs to Sammy Nussdorf, who spent 430-plus days documenting the opening of Meadow Lane, a high-end New York City grocery store. His nearly 700 TikTok posts covered permitting delays, financial struggles, and behind-the-scenes challenges, turning the buildout into a reality-TV-style narrative. By the time Meadow Lane opened in late 2025, Nussdorf had become a divisive figure, with lines forming down the block. “For the most extreme example of this trend, there is Sammy Nussdorf, who documented the journey to opening his high-end NYC grocery store Meadow Lane over, per Grub Street’s analysis, ‘430-plus days, several permitting snafus, and nearly 700 TikTok posts.'”
The movement reflects broader changes in how businesses connect with audiences. Platforms like Substack and short-form video apps enable owners to test interest in niche details, such as selecting dishware or negotiating leases, directly with their followers. Even established media outlets have joined the trend: Curbed last year published a multi-part series following Eddie Huang as he opened Baohaus, detailing space tours, failed negotiations, and financial transparency.
The driving force behind this trend is simple: curiosity. People don’t just want to see the finished product; they crave the story behind it, the struggles, the decisions, the personalities shaping the process.
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Currently, the format remains flexible. Some businesses incorporate humor, others raw honesty, and a few full-blown drama. But one clear pattern emerges: the most successful openings focus less on the food or decor and more on the narrative itself.
This strategy has also reached businesses that typically avoid public attention. Legion’s owners published The Opening Files on Substack, a platform known for long-form, niche storytelling. The series provided an unvarnished view of restaurant launch challenges, from permit hurdles to supplier negotiations, without the polish of a press release.
