Twittering Your Grand Opening?

About six months ago I was in conversation with a restaurant startup consultant who is also Seattle's top food-blogger, Traca Savadago.

Traca's current project was just week's from opening and she had watched another restaurant opening that week have a horrible opening night.

Apparently, word had been put out that the business was to open on a certain night. This announcement made it out over Twitter to hundreds of foodies in the Seattle area, and.. they were completely slammed on opening night.

Traca's approach with her project was to keep opening day quiet and off the social networks until the very last minute.

What are your thoughts?