A well-crafted press release is a powerful tool for promoting your restaurant. Whether announcing a new menu, special event, or milestone, it helps share the news with media outlets and customers.
In this article, we will guide you through the process of writing a compelling restaurant press release that grabs attention and drives meaningful coverage and engagement for your restaurant.
Key Takeaways
- The purpose of a press release: A press release serves as an official statement to share important news about your restaurant with the media and potential customers.
- The importance of structure: A clear, structured format (headline, lead, body, and contact information) ensures your press release is easy to read and conveys key information effectively.
- Engaging language and clarity: Use engaging, concise language to capture the reader’s attention and clearly communicate the most important details about your restaurant’s announcement.
- Essential components to include: A successful press release includes a strong headline, informative lead paragraph, detailed body, and relevant contact information.
- Distribution strategies: Target local media, food critics, and online platforms to maximize media coverage and reach your restaurant’s target audience.
- Significance of proofreading and editing: An effective press release demands thorough proofreading and editing to guarantee accuracy, clarity, and professionalism.
What is a restaurant press release?
A press release is an official statement issued by a restaurant to share important news with media outlets and the public.
It is a tool for announcing significant events, such as hiring a new chef, celebrating a grand opening, launching online orders from the restaurant’s website, or introducing a new menu item.
Press releases are crafted to capture the attention of journalists and provide them with all the key details of the announcement in a clear, concise format.
Alongside restaurant email marketing, special offers and promotions, event sponsorships, and social media campaigns, press releases allow you to attract more customers.
In short – an effective press release helps restaurants gain media attention and build credibility.
Press releases help restaurants gain attention by sharing important news, such as launching a restaurant mobile app to facilitate the ordering process, announcing a new restaurant opening, or unveiling a new branch.
They also promote special events, such as anniversary celebrations, or introduce signature dishes, effectively reaching media outlets and potential customers.
Restaurants can generate excitement for their latest ventures and showcase new offerings by distributing press releases.
According to PR release statistics from Fit Small Businesses, press releases can boost website traffic by up to 220%, increasing visibility and driving more traffic.
Additionally, brands featured on news sites tend to have stronger reputations and credibility compared to those that aren’t, positively impacting the brand’s image.
How to write an attention-grabbing restaurant press release?
Writing a compelling restaurant press release involves capturing the reader’s attention with a strong headline and a concise lead and providing detailed information that keeps them engaged.
An attention-grabbing press release is key to ensuring your announcement reaches the right audience and generates excitement.
1. Create a catchy headline
The headline is the first thing your audience sees, so it must immediately grab their attention. It should be concise yet informative and summarize the core message of the press release.
Try using words and phrases that encourage action or promise something interesting. This makes your headline more compelling and likely to grab attention,
Another option is to use descriptive language that allows readers to “experience” what you’re announcing right away.
Look at this example of a restaurant opening press release below.
It captures attention by highlighting the restaurant’s new opening and its significance to the local community. It creates excitement by calling it a “dining gem” and emphasizes the ribbon-cutting event, signaling a grand celebration.
2. Write a compelling lead paragraph
The lead paragraph is your opportunity to summarize the key points of the press release in a few sentences. It should answer the essential questions: who, what, when, where, why, and how.
This paragraph should provide the critical details that encourage the reader to continue and learn more.
Be specific and get straight to the point. With clear writing, readers will stay engaged with what you say.
Have a look at the new restaurant press release example below.
This lead paragraph grabs attention by providing all the essential details right from the start: the restaurant’s name, location, chef, and restaurant concept.
It effectively piques interest by mentioning Richard Blais, a renowned chef and TV personality, and highlighting the unique fusion of Japanese, Spanish, and Southwest flavors featured at Tiki Taka.
3. Provide detailed body information
The body of the press release is where you expand on the key points you made in the introduction.
This section should include quotes from key people, such as the head chef or restaurant owner, to add authenticity and context. Quotes can also give the press release a more personal touch, further engaging the audience.
You can include quotes from a variety of sources. For example, the chef could discuss his culinary inspirations and experience creating innovative menus, or the restaurant manager could discuss the direction and plans for the restaurant.
If a famous food critic has written about your restaurant, you can include a quote from them too.
Importantly, the journalist writing the article will likely include your quotes instead of rewriting the entire text, which will positively impact the restaurant’s reputation.
Before you decide to include quotes, make sure they are real and accurately attributed to the source.
4. Include a boilerplate about your restaurant
The boilerplate is a standard paragraph that provides essential background information about your restaurant. This section should include details such as the restaurant’s mission, its history, and any notable achievements or unique features.
A well-written boilerplate gives the reader a sense of your restaurant’s identity and value in the restaurant business.
Here is an example of a boilerplate about a restaurant:
You can also include your restaurant’s logo, menu, and high-quality photos of its interior and dishes. These visual elements help bring your press release to life and make it more appealing to journalists, local press, and readers.
5. Add contact information for media inquiries
Ensure your press release includes clear contact information for the media to reach out for more details.
This section should include the name, phone number, and email of the person handling media relations.
Providing easy access to contact information helps journalists follow up for additional insights and increases the chances of media coverage.
Here is an example of contact information for media inquiries.
6. Conclude with a clear call to action
It is key to end your press release with a strong call to action (CTA). The CTA should be simple and motivating enough to encourage people to respond.
For example, you can ask guests to visit the restaurant, try a new menu, or place an online order using a new app to receive a discount.
This CTA could also encourage guests to reserve a table for an upcoming event or sign up for a restaurant newsletter.
Restaurant press release ideas
Below you can check some press release ideas to keep your restaurant in the spotlight and generate buzz:
- Grand Opening Event – Announce the launch of opening a restaurant with details about the concept and location
- New Menu – Share a new menu, highlighting unique dishes or seasonal specials.
- Signature Dish – Introduce a new signature dish, explaining its ingredients and inspiration.
- Celebrity Chef Collaboration – Announce a special collaboration with a renowned chef.
- Anniversary Celebration – Celebrate your restaurant’s milestone anniversary with special restaurant promotions.
- New Location – Announce the opening of a new restaurant branch in a different city or neighborhood.
- Special Events – Promote events like wine dinners, live music nights, or themed dinner parties.
- Sustainability Initiatives – Highlight your restaurant’s eco-friendly practices or farm-to-table sourcing.
- Launching Online Ordering – Announce the launch of online ordering directly from your restaurant’s website for customer convenience.
- Holiday Specials – Share special holiday menu items or festive promotions.
- New Chef Hire – Introduce a new chef and their culinary vision for the restaurant.
- Award or Recognition – Share any awards or recognition from food critics or publications.
- Reopening After Renovation – Announce your restaurant reopening after a renovation, highlighting changes.
How to distribute your restaurant press release?
To ensure your restaurant press release reaches the right audience, target the following channels:
- Local Media: Newspapers, TV stations, and local online outlets are crucial for reaching potential customers, especially for announcements like grand openings or special events.
- Online Platforms: Distribution services like PRWeb and Prowly help extend your reach to national and international audiences, including journalists and bloggers in the restaurant industry.
- Food Critics & Bloggers: Direct outreach to food critics and bloggers can result in valuable media coverage and visibility.
- Social Media: Sharing your press release or highlights on platforms like Twitter, Facebook, and Instagram can drive engagement and excitement.
Remember to customize your press release for each platform. For local media, keep it simple and community-focused, while online platforms and social media benefit from engaging visuals and multimedia to capture attention.
Follow up and monitor coverage
After distributing your restaurant press release, it is crucial to follow up with journalists and media contacts to ensure your message gets the attention it deserves.
A polite follow-up email or phone call a few days after sending your press release can help confirm if the media outlet received the release and if they plan to cover it.
This is also an opportunity to answer any questions or provide additional information.
In conclusion, a well-crafted restaurant press release is a powerful tool in your restaurant’s public relations strategy. It helps attract new guests and build strong connections with your target audience.
Focusing on key elements like engaging headlines, tailored distribution, and tracking media coverage will help you maximize the impact of your press release and enhance your restaurant’s visibility.
