How can you help your restaurant rise above the competition in the saturated restaurant industry?
Thousands of eateries in the UK compete for attention in a highly competitive restaurant market. You can begin to apply various effective tactics immediately alongside working with an expert restaurant PR agency to implement strategic approaches.
Explore top PR strategies that will lift your restaurant above the competition!
What you’ll discover:
- Why Restaurant PR Matters Now
- Creating Newsworthy Stories
- Leveraging Social Media Impact
- Working with Food Influencers
- Hosting Memorable Events
- Maximizing Press Coverage
Why Restaurant PR Matters Now
In the current competitive market environment restaurant PR functions as a fundamental necessity for business survival. According to recent data, the UK restaurant industry maintains a market value of £18.7 billion in 2023 which remains below pre-pandemic numbers.
In 2023 consumers spent £132.59 billion on restaurants which was seven percent higher than the previous year despite economic difficulties. The money exists for restaurants to capture customer interest.
Here’s why PR matters more than ever:
- Increases brand visibility in a saturated market
- PR strategies help create trust among potential customers prior to their restaurant visits.
- Creates a distinct personality for your restaurant
- Helps combat negative perceptions during difficult times
Despite the cost of living crisis, 71% of London restaurants intended to raise their menu prices during 2023. Effective PR enables you to demonstrate your value proposition to consumers who prioritize cost.
Creating Newsworthy Stories
The key to earning free press coverage lies in generating stories that interest journalists.
Develop stories worth writing to get journalists interested. Restaurant owners commonly believe their menu updates or minor renovations make for newsworthy stories which in reality aren’t interesting enough for journalists.
Find Your Unique Angle
What makes your restaurant genuinely different? Maybe you:
- Work with a local supplier who provides unique ingredients and has a compelling backstory.
- Your restaurant employs a chef who brings intriguing background stories and innovative cooking methods.
- Choose a cause that aligns with your restaurant’s theme.
Tie Into Trends
Explore ways to integrate your restaurant with popular conversations and topics.
- Sustainability initiatives during climate awareness events
- Seasonal menu selections that reflect current culinary trends
- Develop special responses to holidays and seasonal events which include distinctive modifications
Create Visual Opportunities
Journalists require strong visual content to enhance their storytelling.
- Unusual presentation methods for signature dishes
- Your space features exclusive interior design elements that stand out.
- Interactive food preparation that photographs well
The main objective should not be acquiring any media attention but securing media coverage that connects with your desired audience.
Leveraging Social Media Impact
The use of social media extends beyond simply sharing pictures of meals. Effective restaurant PR campaigns utilize social media platforms in a strategic manner.
Platform-Specific Content
Different platforms require different approaches:
- Instagram showcases stunning food visuals alongside behind-the-scenes restaurant content.
- TikTok hosts brief and amusing cooking demonstrations along with user participation in trending challenges.
- Facebook: Event promotions and community engagement
- Twitter serves as a platform for rapid updates and professional responses to industry news.
User-Generated Content Campaigns
Ask your customers to produce content related to their experiences at your restaurant.
- Create Instagram-worthy moments in your space
- Create memorable branded hashtags for customers to use.
- Organize customer contests that incentivize sharing personal experiences.
- Select top user-generated content to repost through your own social media channels
Behind-the-Scenes Access
People love seeing how things really work:
- Share kitchen preparation techniques for popular dishes
- Introduce staff members and their stories
- Document the sourcing journey of key ingredients
Just Eat commands a 65% market share in the United Kingdom which ranks as the third-largest food delivery market worldwide. You need to maintain a strong online presence to reach customers who choose delivery instead of dining in the restaurant.
Working with Food Influencers
A single post by food influencers has the power to reach thousands of potential customers for your restaurant. Developing these relationships needs a strategic approach.
Identify the Right Influencers
Not all influencers are created equal:
- The key to success is partnering with influencers who have followers that match your restaurant’s target demographic.
- Prioritize engagement metrics when assessing influencer potential instead of counting their followers.
- Consider micro-influencers with highly engaged niche audiences
Create Valuable Partnerships
The best influencer relationships are mutually beneficial:
- Invite them for complementary dining experiences
- Provide influencers with exclusive previews of upcoming menu items.
- Create special dishes named after influential partners
Maintain Authentic Relationships
Ongoing partnerships generate better results than single promotional efforts.
- Engage with influencers’ content regularly
- Allow creative freedom in their posts
- Offer exclusive access to help them feel appreciated.
Authenticity counts because forced promotions are transparent and could damage your brand.
Hosting Memorable Events
Events provide natural PR opportunities by offering specific topics that people can discuss. Success depends on aligning events with your brand while ensuring they capture genuine interest.
Collaborative Chef Nights
Host guest chefs for exclusive single-event culinary showcases.
- Work together with emerging culinary talents from various gastronomic traditions.
- Develop fusion menus that combine both chefs’ signature dishes
- Invite the media to attend and experience our distinctive culinary event.
Themed Immersive Experiences
Transform your restaurant for special occasions:
- Develop complete theme-based dining experiences that transport your guests to another world.
- Develop limited-time menus that tell a story
- Redecorate your space using decor elements that match the theme.
Education-Focused Workshops
Share your expertise with customers:
- Host cooking classes featuring signature dishes
- Offer food and beverage pairing workshops
- Create ingredient sourcing demonstrations
Such events generate multiple press coverage opportunities because they are particularly “shareable.” Send press invites early and deliver excellent post-event photos to enhance coverage.
Maximizing Press Coverage
Acquiring press coverage requires building media relationships and simplifying their work rather than just sending press releases.
Build Journalist Relationships
Create ongoing connections with relevant media:
- Maintain social media relationships with food writers and critics by following and interacting with their content.
- Give useful information to reporters who are working on stories that do not involve you.
- Understand each publication’s focus and audience
Create Press-Ready Materials
Streamline the reporting process for journalists by preparing them to cover your story efficiently.
- Assemble a media kit that contains high-resolution images along with significant facts
- Craft press releases that deliver messages directly and succinctly
- Provide direct quotes from key team members for inclusion in press materials.
Monitor and Respond to Coverage
Stay on top of your media mentions:
- Create Google Alerts to monitor mentions of your restaurant name
- Thank journalists for positive coverage
- Address any factual errors quickly and politely
Negative reviews occur but the way you handle them reflects your brand image and presents an opportunity to create positive public relations outcomes.
The takeaway menu
Successful restaurant public relations requires authentic storytelling that connects with your audience rather than the use of flashy tactics. Successful restaurant PR approaches integrate several tactics into a unified strategy which develops brand recognition progressively over time.
Remember these key points:
- Create compelling stories with journalistic appeal that reporters will want to report on
- Use social media strategically with platform-specific content
- Establish genuine connections with the appropriate food influencers to strengthen your brand.
- Organize unforgettable events which naturally create PR opportunities
- Engage with your community in meaningful ways
- Develop strong connections with journalists to simplify their work.
Despite expected challenges within the restaurant industry creative PR approaches will enable your business to succeed and flourish. These innovative approaches will create a customer base that remains loyal to your business through both good and bad economic times.
Want to advance your restaurant PR efforts to a new stage? First determine which PR tactics match your brand values and target audience before creating a strategic plan for their consistent implementation over time.
The story behind your restaurant needs to be shared tell it compellingly to spark conversations!