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Cameras and clinking glasses as you cut the ribbon for your new bistro. Viral tweets about your famous house specials. Morning show hosts raving about your brunch on the local news.
This is the power of public relations for restaurants.
Restaurant public relation goes beyond traditional advertising and marketing efforts to showcase the heart and soul of your restaurant through compelling stories and experiences.
The key objectives of restaurant PR are to:
So how does a humble hometown restaurant harness the potential of public relations?
Read on for a dive into the various types of PR alongside dos & don’ts straight from the marketing playbook of industry veterans who have helped over 4800 restaurants grow beyond 7 figures.
Garnering good press for your restaurant is tricky business. However, crafting the right restaurant public relation mix can work wonders.
So, before everything, let’s break down four types of public relations in the restaurant industry that your business needs to succeed:
Cultivate relationships with key media players in your area. Here are the different types of media options available for restaurant public relation:
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Your team is your best asset!
Foster open communication through regular meetings, social events, and recognition programs. When employees feel valued, that positivity transfers to customers.
Manage your online reputation through social media, email newsletters, and your website. Respond promptly to reviews, post drool-worthy pics, and share events and specials.
Over 30% of diners decide where to eat based on a restaurant’s Instagram alone! Our experts can help you snap and edit mouthwatering shots.
Building strong ties with your local community can significantly enhance your restaurant’s reputation. Consider:
💡 Pro tip:
Appoint an employee “Community Ambassador” to spearhead outreach efforts. It shows you really care.
Getting attention for your restaurant in an oversaturated market is no easy feat. You’re not only competing with other eateries through restaurant PR, but also an endless stream of content on the internet.
But strategic public relations for restaurants can help cut through the noise.
So, follow these 19 do’s and don’ts to take your PR game to the next level and skyrocket your brand image:
The best brands use storytelling to connect with customers on an emotional level. According to a study, brands that use storytelling in their marketing efforts see a significant increase in brand recall and purchase intent.
However, before drafting press releases or pitching to reporters, take time to develop your restaurant’s story.
What inspired your concept? What’s your culinary philosophy? Convey your values through anecdotes and vivid language. Help people get to know the faces behind the food.
Leaning on tropes like “farm-to-table” or “locally-sourced” just won’t cut it anymore. Dig deeper to find the unique details that set you apart. A memorable brand narrative packs an emotional punch that generic buzzwords lack.
For example, if your restaurant has been family-owned for generations, share that story. It’s a great way to build trust and loyalty with your customers.
Check out our tips on formulating a branding strategy for your restaurant.
Begin with your brand narrative the right way with Restaurant Growth.
1:1 coaching, expert weekly webinars, and more!
Blasting shorthand press releases far and wide simply doesn’t cut it anymore. Consider the limitations of traditional press release formats.
Today’s media outlets demand quality over quantity. A survey by Fractl found that writers often reject pitches because they are irrelevant, not interesting, or overly self-promotional. In fact, approximately 88% of journalists have turned down pitches that did not match their beat.
Thus, instead of firing off imprecise puff pieces to every inbox, carefully target your communications. Create personalized content that resonates with the outlet you’re reaching out to.
For instance, a food magazine will appreciate vivid descriptions of your seasonal salads while an industry trade journal may respond better to news of your sustainable business practices.
This approach may take more effort, but it yields better results in the long run.
Start by researching and creating a database of relevant media contacts, including journalists, bloggers, and influencers in the food and hospitality industry.
Tools like Cision, Meltwater, and Muck Rack can help you find the right contacts for your niche.
Build a media list of 100+ contacts, including details like beat, previous coverage, and pitch preferences.
Next, craft unique pitches tailored to each publication, as mentioned above. Highlight what makes your restaurant unique and why their audience would be interested in your story.
Time pitches around relevant occasions like new menu launches.
Finally, don’t be afraid to follow up strategically without being overly persistent. You want to build relationships with these journalists and influencers, not annoy them.
When reporters come calling, you need assets ready to share. A press kit acts as an informational launchpad, equipping media with everything they need to cover your restaurant.
Must-have elements include:
The idea is to make their job easier so you’re more likely to secure coverage.
Upload your press kit online using platforms like Dropbox or Google Drive and include the link in all outreach emails.
Distribute via a media-friendly site like PressEngine to simplify access. If you don’t have time for websites and downloads, printed kits make great takeaway collateral for in-person meetings.
Big-time food critics and national publications aren’t the only worthwhile channels to do PR for restaurants.
Local outlets like city magazines, community blogs, and neighborhood podcasts boast of engaged audiences who actually dine in your area.
And, since hyperlocal content resonates with your target market, it can drive significant foot traffic to your restaurant.
In fact, a study by BrightLocal found that 97% of consumers now read online reviews for local businesses. By partnering with local media outlets, you can tap into that trust and establish your restaurant as a beloved community institution.
In the end, smaller media players tend to offer more collaborative, mutually-beneficial partnerships as well.
So, take the time to build relationships with local journalists and influencers. Offer them exclusive access to your restaurant, and be willing to share your story with their audience.
💡 Pro tip:
For an extra boost, offer exclusive content, event access or special discounts to build lasting local partnerships.
Restaurant PR is not limited to media outlets ONLY. Food critics, journalists, and social media influencers can help too.
To get started, identify the key influencers in your local culinary and lifestyle media scene. These could be writers for popular food blogs, editors of regional magazines, or even TV personalities, or social media celebrities.
Use tools like Qwoted, and Connectively to find these contacts.
Note: When working with influencers, make sure to establish clear expectations upfront through an “Influencer Brief”.
Once you have your list, craft a personalized outreach strategy for each contact.
And, to stand out, offer them something unique and valuable.
Finally, don’t just think of it as a one-time transaction. Focus on building authentic, long-term relationships to brand loyalty and word-of-mouth referrals.
Your happiest customers can be your best marketers. 70% of global consumers trust online reviews more than traditional advertising.
So, make it easy for your diners to share their experiences on social media with tactics like:
Stylish backdrops with your logo and custom props are fun and encourage social sharing.
Create unique hashtags like #FlavorTownFridays and display them prominently around your restaurant.
Run promotions like “Post a review and tag us for a chance to win free appetizers.”
Unique stickers of your food, interior, and logo make Insta stories highly shareable.
Ensure your location is searchable on platforms like Instagram to tap into geo-targeted content.
Once you start receiving UGC, don’t let it go to waste, showcase the best customer-created content across your own various marketing channels, such as your social media feeds, website, and email newsletters.
You can also partner with a reliable restaurant marketing agency like Restaurant Growth to help with effective omni-channel marketing of your UGC content.
Not only does this provide social proof and build trust with potential customers, but it also saves you time and resources on content creation.
No one likes a bad review, but hiding or deleting them is a big no-no. It’s an opportunity to showcase your customer service skills. Develop a strategy for addressing concerns publicly.
Respond professionally and politely, apologizing for their experience. See if you can offer them a return visit on the house to make things right. Handled properly, you can often turn critics into raving fans.
And don’t just reply – take action. Analyze reviews to pinpoint recurring issues, then fix the underlying problems. Unhappy customers are an opportunity to improve.
In restaurant public relations, sometimes you have to give a little to get a little. That’s where the “you scratch my back, I scratch yours” approach comes in.
Collaborating with other local businesses can also be a win-win for both parties.
You could team up with a nearby brewery to create a special beer pairing dinner, or partner with a local farmers market to source ingredients for a seasonal menu.
Seek out alignment with purveyors, shops, venues or vendors that share your ethos and aesthetic.
Getting involved with local charities or community initiatives also earns goodwill.
In the 24/7 news cycle, snagging media coverage requires understanding timing and trends. Avoid sending restaurant PR pitches during busy seasons like summer blockbuster openings or winter holidays when entertainment coverage dominates.
As for days, it is also ideal to avoid busy times like Monday mornings when reporters are overwhelmed with pitches.
Finally, don’t forget about lead times. While some media outlets, such as blogs or social media, can publish content quickly, others, such as magazines or TV shows, may have editorial calendars planned out months in advance.
Be sure to factor in these lead times when planning your PR campaigns to ensure your content is published at the optimal time.
For example, pitch seasonal stories ahead of time. For winter restaurant weeks or summer cocktail features, make first contact 6-8 weeks prior to publication to account for production lead times.
Your online presence is the first impression many customers will have of your restaurant. Make sure it’s a good one!
Start with search engine optimization (SEO) to improve your visibility on Google. Because 89% of diners research restaurants online before visiting.
Update your website copy and metadata to target relevant keywords. Refresh old content and create new blog posts regularly to give search engines fresh fodder.
Next, check that your branding is consistent across all platforms – your logo, color scheme, fonts, and messaging should align on your website, social profiles, menus, and signage. Confusing customers with mixed branding is a recipe for disaster.
Speaking of your website, give it a good spring cleaning. Remove outdated info, fix broken links, improve page speed, and ensure your site is mobile-friendly.
Looking for quick website fixes to vault your rankings? Or maybe your restaurant business needs “real SEO” that can help you keep ranking high month after month. Restaurant Growth can help!
It may seem like applying for awards is more trouble than it’s worth. But a little extra effort can pay huge dividends in earned media and brand prestige.
Industry accolades like Wine Spectator’s Restaurant Awards or the James Beard Foundation Awards offer serious bragging rights.
However, smaller local awards can also provide a PR boost in your community.
When you win, announce it on social media and in emails to customers. Update your website, menus, and signage to display award badges proudly. Pitch the story to local media outlets to extend your reach.
The media lives for exclusive, behind-the-scenes access. Yet many restaurants keep them at arm’s length, missing out on valuable PR opportunities.
Organize special events just for media – tastings, chef’s table dinners, cooking classes. Make them feel like VIPs and give them insider access they can’t get anywhere else.
Maximize the Instagram-factor with photogenic dishes, unique presentations, and peeks inside your kitchen. Provide professional photos and chef bios they can use for stories.
Building relationships with journalists and influencers can lead to valuable coverage. A glowing review or feature story can introduce your restaurant to a whole new audience. Plus, media mentions from such events can boost your SEO and online visibility.
So, roll out the red carpet and give the press a VIP experience.
A picture is worth a thousand words, especially when it comes to food. Invest in professional food photography and videography. Mouth-watering images can make your dishes irresistible on social media. Showcase your culinary team with behind-the-scenes content.
Create infographics that highlight your mission, showcase menu items, or share fun food facts. Visual content is, anyway, more likely to be shared on social media than other types of content.
Hand over content creation for the experts.
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Storytelling allows restaurants to showcase personality and connect emotionally with customers. And what better way to tell a story than quality video content?
According to a survey, 82% of people have been convinced to buy a product or service by watching a video. To top this, the same survey found that 89% of consumers also want to see more videos from brands in 2024.
So, it’s lights, camera, action!
Create short-form videos for social media platforms like Instagram Reels and TikTok. Showcase your signature dishes, kitchen adventures, and customer reactions. Keep them under 60 seconds and use trending music or filters to boost engagement.
Utilize live streaming for special events or real-time glimpses into your restaurant. Platforms like Facebook Live and Instagram Live are perfect for this.
Check out this post for more video marketing tips and ideas!
Your staff are your greatest asset – both on and off the clock. Empower them to be brand ambassadors!
Encourage employees to share their experiences working at your restaurant on social media. Create guidelines for staff participation in PR efforts.
You can also offer incentives like gift cards or bonuses for the most engaging posts.
Showcase employee spotlights on your website or newsletter. Highlight their unique skills, passions, and contributions to your restaurant’s success.
Organize team-building activities that double as content opportunities.
When employees feel valued and engaged, they naturally become advocates for your brand. Plus, their authentic content can reach untapped audiences and build trust with potential customers.
You can’t improve what you don’t measure. So, set clear KPIs for your restaurant PR efforts and track them regularly.
Monitor restaurant public relations metrics like:
You can use tools like Google Analytics, Hootsuite, or Sprout Social to streamline the process.
Next, conduct surveys to gauge customer awareness and perception of your brand. Platforms like SurveyMonkey or Typeform make it easy to create and distribute questionnaires.
Also, analyze the impact of specific PR campaigns on restaurant traffic and sales. Compare data from before and after the campaign to measure its effectiveness.
Finally, don’t operate in a vacuum – keep an eye on your competitors’ PR moves. Set up Google Alerts for their restaurant name and key executives. Follow their social media accounts and note any successful tactics worth adapting.
Remember, data is your friend. Use it to inform your messaging, target the right audiences, and adjust your strategy as needed.
No restaurant is immune to PR crises. The key is to be prepared and proactive.
Develop a comprehensive crisis communication plan. Identify potential scenarios (e.g., food safety issues, negative reviews, employee misconduct) and outline steps for addressing them.
Train your staff on proper procedures for handling media inquiries or customer complaints during a crisis. Designate a spokesperson and ensure everyone knows who to direct questions to.
Monitor online conversations about your restaurant regularly. Use tools like BrandMentions or Talkwalker to set up phrase-related triggers and get alerted to potential issues early on.
If a crisis does occur, act swiftly and transparently. Acknowledge the issue, apologize if necessary, and outline steps you’re taking to resolve it.
Consider investing in media training for key team members. Learning how to effectively communicate during high-pressure situations can make all the difference.
This brings us to the end of our guide on revamping your restaurant’s PR strategy. We covered the core elements – from identifying your brand’s unique story to mastering social media and influencer marketing.
But remember, public relations in any industry, including the restaurant industry, is ever-changing. Online reviews and viral user-generated content now play a huge role in shaping your reputation.
Restaurants need to tap into these digital PR opportunities with creative campaigns that get people talking.
The point is, to stand out, you need to think outside the box and if you’re new to PR for restaurants, you could always use some learning. This is why we, at Restaurant Growth offer expert coaching and webinars to help navigate online reputation management and develop a data-driven PR strategy.
Moreover, if you’re not a DIY business, our managed advertising services handle the heavy lifting for you, utilizing data-driven strategies to boost your online presence.
So, if you are ready to take your restaurant’s presence to the next level, talk to our experts.
A restaurant publicist pitches your establishment to journalists, secures media features and coverage, manages your online reputation, and leverages restaurant public relation pportunities like charity events to strengthen your brand image.
PR on a restaurant menu typically stands for “public relations” and indicates a complimentary tasting dish the kitchen has prepared, often for media purposes to highlight new menu items.
From strategic marketing planning to seamless execution, we’ve got you covered!
