Top 10 Things to Consider When Opening a New Eatery in 2025
Baba Baos (Zürich)
I’ve always been drawn to food — not just eating it, but exploring the stories, creativity, and experiences behind it. I dine out often and, when traveling, meticulously research the most intriguing restaurants and food concepts. Over the years, working with various food brands and restaurants, I’ve observed key patterns and insights that shape today’s dining landscape.
Feel free to have a peek into my food documentary portfolio: www.alinabirjuk.com
The restaurant industry is evolving rapidly, and success now requires more than just great food. With trends, technology, and social media redefining how people engage with dining experiences, opening a restaurant today means thinking beyond the plate. Here are ten essential factors to consider to ensure your restaurant stands out and stays ahead of the curve.
1. An Open Kitchen or a Peek-In Window for Transparency
Diners today crave transparency — literally. An open kitchen or a window where guests can see the food being prepared builds trust and creates an interactive experience. People love watching chefs at work, and this openness speaks to authenticity, hygiene, and confidence in what’s being served. It’s also a great way to create buzz and invite guests into the heart of your restaurant. People like to look, to capture, and it’s nice to see — also a possible way to capture.
Here are some examples of restaurants I’ve visited recently. Apologies for the phone-quality photos — they’re not the best, but they capture the idea of the open kitchen concept which was shot from the dinner table mostly. I promise I can take better pictures with my camera. ;)
Sumi Restaurant by Põhjala (Tallinn)
Päris Pagar & Resto (Tallinn)
ANOAH plantbased (Zürich)
La Balabusta (Barcelona)
PIZZERIA SOLE! (Warsaw)2. The Food Must Be Photogenic — Or You’re Missing Free Marketing
If your food isn’t camera-ready, you’re working against yourself. Social media is the modern-day word-of-mouth, and guests love sharing their meals online. Beautifully plated dishes, vibrant colors, and artistic presentations can turn every guest into a brand ambassador. Think of it as free advertising — if it looks good, it spreads fast.
For example a Mille Feuille dessert in Rudolf restaurant. I’ve noticed bunch of stories where people love filming the moment they break into it, including me. It’s one of those dishes that naturally draws attention on social media, and it’s easy to see why. The crisp, delicate layers give a satisfying crunch, the vibrant colors make it visually stunning, and the creamy filling oozing out adds a touch of indulgence. Plus, there’s a slight element of suspense: Will it break cleanly? Will the filling spill out dramatically? These little moments create engagement, making it irresistible to share on Instagram Stories and Reels.
Rudolf restaurant (Tallinn)
3. Simplicity, Health, and Honesty in the Menu
Gone are the days of overly complex, 15-page menus. Today’s diners appreciate simple, clean, and honest food. Shorter menus with fresh, high-quality ingredients not only reduce waste but also align with the growing desire for transparency in what people eat. Minimalism isn’t just a design trend — it’s a lifestyle.
4. Lighting Is Everything
A restaurant’s lighting can make or break the dining experience. Harsh fluorescent lights? Unflattering. Dim and cozy? Instagram gold. Thoughtfully designed lighting enhances ambiance and makes both the food and the guests look good. Photogenic spaces get shared more often, boosting organic marketing.
5. Plates, Tables & Presentation Matter as Much as the Food
A dish served on the right plate can elevate it from average to extraordinary. Danish-designed plates, artisanal ceramics, and natural textures are currently on-trend, making every dish look like a work of art. Tables, cutlery, and even chairs contribute to the overall aesthetic, creating an experience beyond just taste.
I am completely in love with Swedish designer Gustaf Westman plates — that got famous through influencer Nara Smith food vlog videos. I bet this plate can make any food look gorgeous.
Gustav Westman
Nara Smith6. Take Your Staff on Culinary Adventures
A passionate team creates a better experience. Invest in your staff by taking them on culinary field trips, visiting other restaurants, and exposing them to new ideas. This not only builds knowledge but also keeps the team inspired and engaged, ultimately benefiting your restaurant’s culture and innovation. I hate to say it, but you wouldn’t believe how often I’ve met chefs who feel completely disconnected from the food they prepare — the origins of their ingredients, how they’re grown, or even the dining experience itself. It’s surprising, and honestly, a bit sad, to see chefs who rarely go out to eat and explore the world of food beyond their own kitchen.
I have deep respect for restaurants and food professionals who take the time to connect with their ingredients at the source — visiting farmers and learning their processes. One memorable experience was visiting the biodynamic farm Gut Rheinau near Zürich with the teams from Kultur Lokal Rank and Rechberg 1837. That day, they met Linda, the cow, who was soon to be part of their menu. Moments like these highlight the importance of knowing where our food comes from and fostering a genuine connection to the ingredients that restaurants serve.
Kultur Lokal Rank at Gut Rheinau farm (Zürich)7. A Vegan Option Is a Must
Whether or not you specialize in plant-based cuisine, having at least one standout vegan dish is essential. The demand for plant-based options is growing, and being inclusive means attracting a broader audience. A thoughtfully crafted vegan dish can become a signature item rather than just an afterthought.
A great example of a restaurant embracing modern dining trends is Restaurant Barbara in Pärnu, which recently opened with a fully lactose- and gluten-free menu. This thoughtful approach not only caters to those with dietary restrictions but also aligns with the growing demand for clean, inclusive, and health-conscious dining options. It’s a bold move that sets them apart and proves that dietary-friendly food can be just as indulgent and exciting.
Barbara (Pärnu)8. Commit to Sustainability & Purpose
Modern diners care about where their food comes from and how it impacts the world. Choose an element of sustainability — whether it’s sourcing locally, reducing food waste, or supporting ethical suppliers. Aligning your restaurant with a cause makes it more than just a business; it becomes a movement that people want to support.
One of my favourite restaurants of all times is a timeless concept — Rechberg 1837 — They are 100% local, sustainable and working with local farmers in Switzerland. They don’t even have chocolate and coffee. Only coffee made from Lupin, which is basically a caffeine free experience of the coffee.
The bread, not surprisingly, is one of the most popular items on the menu. Because of Rechberg’s strict adhesion to its pre-industrial food ethos, the seasonal menu is constantly changing to adapt to what’s regionally available, so diners are always in for a culinary surprise.
“Biodynamics and permaculture are not merely buzzwords for us, but a philosophy! We work only with small producers who focus on local vegetable and animal breeds and work in harmony with nature. “Nose to tail” is a matter of course and spices are created from cuttings.” — Carlos Navarro
Rechberg 18379. A Unique Experience That Sets You Apart
In a sea of restaurants, what makes yours different? Maybe it’s a signature dish, a themed interior, a playlist that sets the mood, or a sensory-driven experience. Whatever it is, create something that people remember — and return for. I’ve have seen restaurants that try to be everything at once, resulting in a chaotic experience that lacks a clear identity — something that rarely feels inviting. Of course, countless other details play a role, but at its core, a restaurant is like a person. Those who are confident, know who they are, and have a clear vision naturally draw people in. The same goes for restaurants — clarity and authenticity are magnetic!
Tõnis Saar Gastronomy is a brilliant example of how pop-up dining can become an immersive, multi-sensory experience. As a nomadic chef, Tõnis Saar and his team create extraordinary fine dining events, offering private dinners and unique food experiences that go beyond just the plate. By carefully weaving together location, music, menu, and atmosphere, they design dining moments that feel both exclusive and unforgettable.
What makes them stand out is its ability to craft ephemeral culinary experiences from start to finish. Each event is thoughtfully designed — from selecting the right chefs and artistic collaborators to curating the guest journey, scenography, and table aesthetics. Whether it’s a product launch, an intimate cocktail dinner, or a private gathering, every detail is meticulously considered. Their team includes sommeliers, designers, and artists who help bring these experiences to life, making each dinner feel like a work of art.
By redefining fine dining through pop-up events, Tõnis Saar Gastronomy is enriching the Estonian food scene and proving that food is more than just sustenance — it’s an experience, a story, and a moment you don’t want to miss.
Tõnis Saar Gastronomy (Tallinn)10. What is something people should consider when opening a restaurant?
Let me know in the comments. What is one thing in your opinion that is really important to consider when opening an eatery?
Final Thoughts
Opening a restaurant today is about more than just serving great food — it’s about creating an experience, building a brand, and staying in tune with modern dining trends. From designing a photogenic space to ensuring transparency in the kitchen, every detail plays a role in shaping your restaurant’s success.
In a world where food is both sustenance and social currency, those who embrace creativity, sustainability, and authenticity will stand out. Whether it’s a well-crafted menu, a chef with a strong presence, or a unique ambiance that captivates guests, the key is to create something memorable.
So, if you’re about open your own restaurant, ask yourself: What story do you want to tell? Because in today’s world, the best restaurants aren’t just places to eat — they’re places to experience, share, and remember.
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