Define the viewer and the moment
Describe who will watch and where the video will appear. Someone discovering your restaurant for the first time needs a different introduction from a returning customer watching a seasonal offer. Choose one main message for each cut.
Plan the opening and the proof
Write the opening line or image before the shoot. Then plan the details that support the story: the product in use, the setting, a process or an authentic demonstration. Avoid making claims the footage cannot support.
Agree the production details
Confirm the location, talent, shot list, music permissions and approval process. Identify who can sign off the concept and the final edit. Clear decisions before production reduce avoidable reshoots and conflicting feedback.
Design for the destination
Plan aspect ratios, readable captions and important text placement for each destination. Check the edit on a phone before approval. Keep a clear final action, whether that is viewing a menu, exploring a service or contacting the team.