Opening a new location, hiring a chef or securing the lease on your first location are all good reasons to celebrate. You want the world to hear of these big developments, and that's where restaurant advertising can help.
You can write a blog, make a post on social media or advertise locally, but a press release can help you get local and nationwide recognition.
If you're new to writing a press release, it is intimidating at first because they're very formal, but they're worth investing in. A digital survey from 2023 found that 90% of all press releases are sent to digital media outlets.
A single outlet picking up your story can catapult your restaurant's success.
We're going to explain exactly what a press release is, why writing one is a good idea and when to write one, along with a bunch of tips to have your release accepted.
What is a Press Release and Why Should You Write One?
Restaurant press releases are official statements where you share crucial news about your business. Just take a look at the press release example options below:
The goal of press releases is to pique the interest of journalists and even have them pick up your story. Your press release may be shared on local outlet websites or on the local news, helping you build credibility and media attention.
Your release must be newsworthy and not just something irrelevant.
Ideally, your headline will pop up and grab the reader's attention, compelling them to read more of your release.
When to Write a Press Release
Newsworthy events rarely happen every day for restaurants, so you must pick the right time(s) to write one. Common times that a press release works very well for eateries are:
- Hiring a new chef, especially if they're very popular
- Hosting special events, such as a theme night
- Creating a new menu and wanting to highlight special dishes
- Grand opening events of a first or subsequent location
- Anniversary celebrations of the restaurant, such as 10 years in business
- Awards or recognition that the eatery has received
- Holiday events or specials that are newsworthy
If you follow the links in the first part of this section, where we mention Riko's and Marco's Pizza, you can search for restaurants to see what others are writing about. Brainstorm using these examples to see if you have an event that warrants a press release.
6 Tips for Writing a Press Release for Your Restaurant
Now that you know what a press release is and when to use one, it's time to get started drafting one for your restaurant.
Not sure where to start? Follow the six tips below.
1. Start with an Attention-Grabbing Headline
What's the most important part of your press release? The headline.
The headline is the first thing people will see and will be the deciding factor in whether someone reads your press release.
Your headline should be:
- Concise
- Informative
- Attention-grabbing
Using words that invoke emotions can help pull the reader in and encourage them to read your release.
Once you have a solid headline, you can focus on the next most important element: the lead paragraph.
2. Hook Readers in with a Compelling Intro
The introduction paragraph is an opportunity to hook readers in and summarize the key most important points of your press release.
Provide the most important details - the who, what, when, where and why.
Get to the point and be specific. Readers want to know the details right away and feeding their curiosity will keep them engaged.
Add compelling details here, too. For example, if a well-known personality (food critic, chef, etc.) is involved somehow, mention them. Include anything of note here to keep readers interested and wanting to read more.
3. Add a Boilerplate About Your Restaurant
Every release should include what's called a boilerplate, which provides essential information about your restaurant, such as:
- Your mission
- Its history
- Notable achievements
- Unique features
This section of the press release provides the reader with a feel for the identity of your restaurant and its values.
If possible, try to include your restaurant's logo, interior photos or photos of your dishes to add visual elements and bring your restaurant to life.
4. Keep Readers Engaged with Your Content
The body of your press release expands on your introduction and gives readers more details about your announcement.
The goal is to keep readers engaged with your press release to continue reading and learn more about your restaurant.
You can keep readers engaged by:
- Adding quotes from the head chef or restaurant owner to add a personal touch
- Feedback or comments from food critics
- Detailed information about an event, opening hours or other relevant details
5. Include Contact Info
Whenever you write a press release, make sure that you include clear and accurate contact information so that media outlets can reach out for more details.
Be sure to provide your:
- Name
- Phone number
You can also include other pertinent information, like the restaurant's address, website, reservation info, opening hours and social media accounts.
This makes it easy for journalists to contact you on the channels that are most convenient for them.
6. End with a Call to Action (CTA)
Every restaurant press release should end with a strong call to action (CTA). Keep it simple but compelling.
Here are some great examples of strong CTAs:
- Place an order online today
- Try our new menu
- Visit us today
You could even encourage readers to make a reservation for an upcoming event or sign up for your newsletter.
The key most important thing is that your CTA is relevant to the content of your press release.
The Takeaway
Once you've written a restaurant PR, the next step is to distribute it to online platforms like PRWeb, local media outlets, food bloggers and critics and on social media.
Make sure you're also following up and monitoring coverage of your press release. A polite follow-up asking if the outlet received your release and if they will be covering it can help nudge publications to move forward. Follow-ups are also a great opportunity to answer questions or provide additional information.
A compelling press release can help advertise your restaurant and its offerings. Focus on creating catchy headlines and pulling the reader in during the intro to encourage them to read on and take action (visit your restaurant).