Poland is one of Central Europe’s promising markets in the food service industry. In recent years, many international restaurant chains have made their debut here. The outcome has been mostly positive: media buzz, long queues of customers, and a strong foothold in the market. In this guide, we’ll walk you through what tactic works and what to avoid – all based on real examples and insights!
Is opening a new restaurant business in Poland a good idea?
Absolutely. But only with a well-thought-out strategy.
Poland offers a friendly market, open to new businesses. Consumers here are open to exploring new culinary concepts, and highly responsive to attractive branding and experiential dining formats.
For the last couple of years, the Polish market welcomed a variety of new entrants:
- Fast-food chains from the U.S. (e.g., Popeyes) captured high interest and expanded rapidly.
- Casual dining establishments from Europe (e.g., L’Osteria) introduced family-oriented dining with growth potential.
- Tech-driven delivery brands (e.g., Dodo Pizza) demonstrated profitable sales success despite being from less familiar markets.
- Premium dining experiences (e.g., Nobu) indicated that Poles are receptive to top-tier culinary concepts.
- Niche culinary offerings (e.g., Japanese ramen bars like Menya Musashi) obtained popularity, especially among gen Z and Millennials.
Even when the economy is uncertain, people look for good value, so affordable but tasty food becomes even more popular. That’s why reasonably priced restaurant businesses that feel a bit premium can still succeed.
So, yes, opening a restaurant in Poland can be a good idea. But not without a strong business plan, market analysis, and good legal preparation (registration, comprehensive documentation, taxes, licenses, investors’ requirements, food safety regulations, and strict sanitary standards).
Poland-Specific SWOT analysis
Before deciding to open a business in Poland, conduct a thorough SWOT analysis. This approach allows you to decide, identify potential challenges, and uncover strategic advantages. While Poland presents many opportunities for restaurant brands, it is also a market with several unique challenges. Brands that neglect this step often struggle to establish a sustainable presence, even if their global recognition is strong.
Here are some factors to consider before opening in Poland:
Brand recognition
Expectations must meet reality. Is your brand already known to Polish consumers? Some brands may have international recognition, while others might be entirely new. Both scenarios offer different opportunities. Established brands can leverage existing awareness, whereas newcomers can create curiosity.
Country of origin
Cuisines from countries like Italy and the U.S. enjoy widespread popularity. For example, Italian cuisine (particularly pizza) accounts for approximately 17.9% of Poland’s top ten most popular cuisines. Conversely, cuisines from Spain or Mexico may face more challenges due to lower familiarity. The menu requires careful preparation and should involve at least a few essential options that are familiar to Poles.
Brand history
New and innovative brands often attract media attention but may require more extensive public relations efforts to build credibility, both before and after launch.
Food quality and its sourcing
Poles are increasingly attentive to the quality and origin of their food, even within fast food. Emphasizing fresh, locally sourced, and high-quality ingredients can influence consumer perception.
Local preferences
According to the 2023/24 Food Trends Report by Pyszne.pl, kebab, pizza (mainly margherita, capricciosa, and pepperoni), cheeseburgers, and pad thai are among the top dishes on Polish plates. People also enjoy ordering local favourites such as pork cutlets (kotlet schabowy), chicken broth (rosół), potato and cheese dumplings (pierogi ruskie), and tomato soup (zupa pomidorowa).
Price sensitivity
Price is a main buying factor for Polish consumers. Competitive pricing strategies, value deals, and loyalty programs can be effective in attracting customers.
Potential weaknesses
Consider factors such as lack of brand awareness, unfamiliar cuisine offerings, or premium pricing, which could hinder initial market penetration. A product that appears too premium or lacks a clear justification for its price point may struggle to gain traction.
Important market risks and opportunities for restaurant chains
Despite the openness to international brands, entering this market without a tailored strategy can lead to disappointing results. A good example is Taco Bell, which attempted to launch in Poland twice, only to withdraw both times. The reasons for this failure were probably low brand recognition, a lack of familiarity with this type of cuisine, and a disconnect between price, offering, and expectations.
Fast food domination
The main players are fast food chains, as well as local kebab and pizza places. Any new entrant must compete not only on product but also on pricing and convenience. According to 2023 industry rankings, McDonald’s leads the Polish fast-food sector, followed by KFC, Subway, North Fish, and Domino’s Pizza. These brands enjoy strong awareness and reach, mainly in shopping malls.
Eco-friendly practices
While Polish consumers express interest in healthier eating and sustainability, actual purchasing decisions may not always align with these declarations. Try to balance health-focused messaging with good taste. Authenticity without overpromising is crucial to maintaining trust.
Healthy fast food and mood food
There is a big gap in the market for healthier fast-food options. Brands that can offer nutritious, yet convenient meals may find an audience. An important trend in 2024 was “mood food” – food that influences emotions. Poles are experimenting with new taste combinations, choosing options that support their well-being without following restrictive diets.
Gourmet versions of comfort food
An increasing number of Poles are looking for elevated versions of traditional comfort foods, such as premium burgers. Awareness of nutrition and the impact of food on both physical and mental well-being is also growing. That’s why “comfort food” is no longer seen as just a cheat meal. For 38% of respondents in the Pyszne.pl study, comfort food means fruits and vegetables.
Dining out as a lifestyle
Studies show that only about 11% of Poles dine out once or twice a month, and 6% do so weekly. For gen Z and Millennials, dining out is not just about food but also about the experience and social interaction. They are willing to spend on dining, especially during weekends and lunch hours.
Food delivery platforms on the rise
In Poland, food delivery platforms play a huge role in the restaurant industry. Poles are not impulsive buyers when it comes to food. Food delivery decisions are often made based on the lowest delivery fee and the fastest time.
The biggest food delivery apps:
- Pyszne.pl
- Uber Eats
- Glovo
- Wolt
- Bolt Food
Campaign goals – what are you trying to achieve?
Every successful launch campaign begins with well-defined strategic goals. Based on our experience working with international brands, we recommend setting both primary and secondary goals.
Primary goals typically include:
- Creating brand awareness in the new market.
- Generating interest and driving curiosity among target audiences.
- Motivating consumers to visit the restaurant.
- Triggering word-of-mouth recommendations.
- Establishing a brand presence that can be built upon over time.
Secondary goals may include:
- Positioning the brand as a leader in a specific subcategory (e.g., premium fast casual, healthy fast food, Nashville-style chicken).
- Differentiating the concept from competitors through unique value propositions (USP).
All marketing activities should map back to these goals.
Promotion strategies for launching a new restaurant
Successfully launching a restaurant chain in Poland requires a multifaceted promotional approach.
Here are key strategies to consider:
1. Social media presence
Social media is by far the most cost-effective channel. Leading chains allocate big parts of their marketing budgets to these platforms. And they have a good reason for that.
According to the Pyszne.pl report, one of the trends shaping Polish culinary tastes is the so-called “Viral on the Plate.” This refers to the popularity of viral dishes on social media, appetizing food photos, and culinary influencers who inspire people to visit restaurants. One in five Poles looks for dishes made popular on social media when browsing restaurant menus, and 56% of people aged 18–24 seek food inspiration on TikTok and YouTube.
Poles expect restaurants to be active online. When it comes to content strategy, our experts usually recommend:
- High-quality food photos and videos
Visual appeal is everything – especially for young people. Well-composed images can boost engagement and the number of orders.
- Time-limited offers and promotions
Flash deals, lunch promos, and “happy hours” perform well when announced via stories or countdown stickers.
- Social media competitions
These are especially useful for growing reach quickly during launch.
- Brand ambassador content
Show influencers enjoying the food, visiting locations, or inviting the audience to take part in the brand’s challenges.
- Behind-the-scenes stories
Content showing kitchen prep, product testing, or team life builds authenticity.
- User-generated content
Reposting customer reviews and photos, and challenge participation, strengthens engagement.
- Engagement tools
“Where should we open next?” or “Which side do you prefer with your burger?” type of posts increase reach.
- FOMO triggers
Limited editions, secret menus, and exclusive items to drive visits.
- Memes
Poland has a strong meme culture. Real-time marketing works best when the brand has a tone of voice that can tap into viral moments.
2. Paid social media campaigns
Paid advertising on social media is critical to reaching new customers at scale. Based on performance data from our previous launches, the most effective platforms in Poland are Meta (Instagram + Facebook) and TikTok Ads. Here are some tips on how we do it:
- Target by location.
Focus on users within a few kilometres of each restaurant location.
- Target by interest
Foodies, delivery app users, burger lovers, and gen Z interests.
- Include influencer content.
Run paid ads using influencer videos or images (with proper rights secured).
- Use short, engaging videos.
6–15 second formats perform best on TikTok and IG Reels.
- Test multiple creatives.
Polish audiences respond differently in Kraków vs Gdańsk – localized messaging matters.
3. Influencer marketing
Among various tools, influencer marketing stands out as one of the most effective, especially when targeting younger audiences in urban areas. Social media platforms such as TikTok, Instagram, and YouTube dominate attention and set food trends. Polish consumers, particularly gen Z and Millennials, rely on local creators.
To ensure maximum visibility and engagement, we recommend working with both national-level creators and city-specific micro-influencers. Their role should go beyond simple endorsements. Instead, they should act as true brand ambassadors, creating engaging content tied to the campaign.
What can influencers do?
- Publish reviews and unboxing of food on TikTok or Instagram
- Take part in the launch and promote the location.
- Post authentic content – videos, reels, stories, comparisons.
- Provide an endorsement for the brand in the launch press release.
- Run a social competition on their social channels – publish pics or videos from the restaurant with a special hashtag for a chance to win something:
Spot me in the restaurant and win free food for 6 months!
Tag your foodie friend to win a hoodie!
Share your order with this hashtag and get reposted!
Remember that creators must permit you to use their name and image in social ads and press releases. When you work with us, our agency handles all the legal contracts.
Activation idea:
For one of our clients, we identified 2 influencers per launch city. Each one announced a mysterious visit to the restaurant. Their followers were encouraged to spot them, take a selfie or video, and post it using a branded hashtag. Winners received free food passes and brand merch, and were featured in our Meta and TikTok campaigns. The influencer’s name and image were also used in launch PR, giving the brand instant credibility.
An influencer campaign was also launched by KFC Poland to promote the debut of their Mac & Cheese dish. One of the restaurants in Warsaw was transformed into a “Relaxation Zone,” featuring popular gen Z influencers Kaluch and QRY as special guests. As part of the activation, visitors could also take part in an interactive game, where posting a story on Instagram earned them a food coupon.
Examples of suitable Polish influencers worth considering:
Mr Kryha
Passionate about good food, especially street food (burgers, pizza) and fast food. He has a strong community on TikTok (1m followers) and Instagram (198k followers).
https://www.instagram.com/p/DG5-CwUiACh
Blowek
One of the most popular YouTubers in Poland (5.37m subscribers), based in Warsaw. He used to have his own burger business called BlowBurgers.
Jeleniewska
With 13m followers, she is the most popular TikToker in Poland. She covers food-related content.
Marlenasojka
Her content is related to beauty and also consumer products, such as food. She can effectively draw the attention of her community to a given topic (9.6 million followers on TikTok).
Poznań na Widelcu
He is an avid taster of various Poznan restaurants, including fast food (burgers). As a digital authority on what to eat in Poznan, he has great influence (almost 80k followers on Instagram).
Maciej je
A creator whose entire content focuses on reviewing restaurants around the world. He has over 330,000 subscribers on YouTube.
4. Media relations
A strong media relations plan is one of the best ways to generate awareness in Poland. Local journalists are particularly interested in stories about foreign brands entering the market. Especially those with a recognizable name or a unique concept.
In our experience, the following types of press releases work particularly well:
- Pre-launch announcement
Key messaging should be category leader globally, what makes it unique, and plans for Poland.
- First location opening
It should include the opening date, address, key product photos, and quotes from a local spokesperson.
- Campaign summary
It usually includes media materials such as influencer names, social media stats, challenge mechanics, and event photos.
- B2B release
It is always tailored to trade, food service, and retail industry portals.
Sample media outlets for PR distribution:
- General media – onet.pl, wp.pl, interia.pl, money.pl, infor.pl.
- Business and retail outlets – Puls Biznesu, Business Insider Polska, Forsal.pl, PortalSpozywczy.pl, Wiadomości Handlowe.
- Marketing media – WirtualneMedia.pl, NowyMarketing.pl.
- Local press – Nasze Miasto, Gazeta Krakowska, Gazeta Wrocławska, city lifestyle blogs.
Our agency handles all aspects of the press office: writing releases, localising tone and content, media outreach, journalist relations, and reports. We also coordinate interviews with brand representatives in top-tier outlets, ensuring that your story reaches decision-makers and leaders.
Based on our experience, we estimate a minimum of 35 media placements during a well-executed launch cycle.
5. Radio presence
Although social media dominates among younger audiences, radio still holds strategic value in Poland. It is a trusted, everyday medium, with high passive reach and strong local relevance. Why? Because radio in Poland operates locally. Stations such as Radio Eska or RMF FM have their local branches, with news and ads focused on local events or places.
In restaurant launches, radio works best when used to drive local awareness, especially when opening in shopping malls, high-street locations, or near transit zones. Also, remember who is your target audience. Radio Eska offers excellent reach among younger consumers, while RMF FM and Radio Zet cater to more mature audiences.
We usually suggest a dual approach:
- 15- or 30-second commercial spots, running in the days leading up to and immediately after launch.
- Branded editorial content, where presenters organically mention the new restaurant, discuss food offerings, or run competitions.
One of the most effective formats is the radio and digital challenge. For example, asking listeners to visit the restaurant, post a photo with a branded hashtag, and win prizes or vouchers. Combining radio’s passive reach with social interactivity boosts conversion and builds a local brand presence far beyond the ad break.
6. Launch event
Nothing replaces the real-world impact of a launch day. A successful opening event can serve multiple purposes at once. It generates organic content, drives footfall, earns media coverage, and creates memorable brand experiences.
https://www.instagram.com/p/C0L6-6-NAnE/
A launch event should never be treated as a one-day celebration with balloons. Instead, it should be viewed as a high-impact communication tool. The ideal event may include:
- An opening hour (e.g., ribbon-cutting, first orders served, media interviews).
- A visual focal point (photo wall, food sculpture, branded décor) that invites sharing.
- Exclusive offers for the first customers (free meals, merch).
- Influencers documenting the launch.
- Public figures, community leaders, or international guests (e.g. the US Ambassador – a move that always gets media interest).
https://www.instagram.com/p/CtCR2g5tSVg/?img_index=1
Launch day is also an important moment for earned media. The press presence should be planned as intentionally as the decor or kitchen flow. We recommend preparing a dedicated media kit with:
- A press release with launch details.
- High-quality images of the food, location, and event setup.
- Biographies and quotes from brand founders or local franchisees.
- Links to social media channels.
- A one-pager with unique selling points and market context.
We always invite journalists from local news portals, lifestyle blogs, culinary magazines, and industry publications. It’s worth offering them an exclusive behind-the-scenes look, interviews with management, or access to key visuals and data.
7. Promo staff and street engagement
One of the most effective – and often overlooked – tactics in restaurant marketing is the use of promo staff during launch week. Uniformed brand ambassadors stationed outside the venue serve two roles. They create visibility and act as a live touchpoint for storytelling.
- Staff can wear branded clothing or fun costumes (e.g., chicken mascot, chef uniforms).
- Each employee should be trained in the brand story.
- Customer service can hand out flyers with QR codes, mini menu samples, discount coupons, or limited-time gift cards.
- Consider mobile POS or tablet setups to encourage immediate delivery sign-ups or newsletter subscriptions.
- Use promo teams to run simple games or challenges that drive interaction (e.g. trivia questions, spin-the-wheel, social media photo contests).
This can be particularly effective in smaller cities, where direct consumer interaction often plays a larger role in purchasing decisions than digital reach alone.
Launching a restaurant chain in Poland is a promising opportunity. With the right preparation, partners, and creativity, your brand can not only enter the market successfully but also expand. If you’re planning a market entry and want to work with experts who have local know-how, get in touch with us!