Opening a restaurant takes a lot of work, and to do it right, you have to juggle a lot of responsibilities. A lot of restaurants open with excellent concepts and execution, but are ultimately lacking in one key area: exposure.
If you want to have a prayer of succeeding as a new restaurant, you need media coverage to get the word out about your business. This guide will help you successfully pitch your new restaurant opening to local media so that you can start spreading the news to customers!
What Makes a Restaurant Opening Newsworthy?
Restaurant openings might not seem like high-profile news in comparison to some of the stories we see on local broadcasts, but they are actually very compelling. Customers are always interested in new, interesting restaurants to patronize, and with an effective press release, you can garner a lot of interest.
A unique restaurant concept or cuisine can attract patrons easily, as can a strong founder, chef, or ownership story. Neighborhood relevance or community connections help drive customer loyalty, while design, menu, or hospitality details that stand out can attract customers looking for something new and interesting. Various events, soft openings, and exclusive previews can also entice customers.
How To Prepare Before Pitching Local Media
Define Your Story
Local media gravitates towards news stories that offer interesting narratives. When pitching your restaurant, don’t just focus on the basic facts like food, design, and prices. Tell the unique story of your idea and its connection to the local community, as this will make you stand out from the crowd of other restaurants with no real link to the area.
Identify Your Target Audience
Much like your future customers, the local media is an audience. Journalists have guidelines, focuses, and preferences that you can research by examining their past work and the character of the publication you’re working with. That can help you tailor your pitches to each studio, newspaper, magazine, or columnist.
Research Local Media Figures
Simply approaching the first media figures you think of isn’t always the best way to proceed. Do some research into the journalists in your area. Focus particularly on those with a background in local journalism, food criticism, community events, and even past news stories related to your concept or narrative, and then approach those people first.
Gather Key Details and Materials
Make sure you have all materials and details you need before heading into any interview or pitch. Gather not only information about the core details of your restaurant (menu, backstory, design, etc.), but also financial or contracting information, such as property leases, renovation plans and budgets, and other key documents.
Prepare Answers to Likely Questions
Doing media interviews and pitches is necessarily a question-and-answer game. The journalists you pitch to are going to have questions, whether they are about your background, your ideas, your food, or your finances. Being prepared to answer both likely and unexpected questions will help you appear prepared and will make a positive impression.
What To Include in a New Restaurant Opening Pitch
It can often feel overwhelming to think about how best to structure your restaurant opening pitch. If you’re not sure what to include, consider important information such as:
- A clear and concise subject line
- The restaurant name, location, and opening date
- The concept, menu, and dining experience
- Founder, chef, or team background
- Why the opening matters to the local community
- Photos, menus, press kit, and contact information
How To Write a Restaurant PR Pitch That Gets Attention
Lead With the Strongest Angle
Regardless of the stage of your pitch, there will always be a core angle or idea that your restaurant venture is operating around. Whether that’s a menu item, a gap in the communal culture, a strong team of chefs, or a commitment to sustainability, find the strongest angle in your pitch and sell that first to get people interested.
Keep It Short and Scannable
A pitch needs to be short, readable, and impactful to have an effect. Media figures especially are looking for crucial tidbits and facts that can inform their journalism, so keep things brief and clear, without delving too deeply into the weeds.
Personalize the Pitch
While it might be easier to conform all of your pitches to a template, it’s not the best idea. Instead, tailor your pitches intentionally towards each person you send them to, and include references to their prior work or interests to showcase your understanding of their role.
Avoid Sounding Promotional
Sounding too promotional or business-focused can give media figures the impression that you are just out for money. Try to think of your pitch as less of an advertisement and more of a setup for collaboration, and use language that reflects that aim.
Make the Next Step Clear
Always make sure to end your pitches with a clear statement of what you’re looking for from the media figure you’re speaking to. Set up a timeframe for follow-ups, ask for contact information, and make plans to keep in touch.
Offering Exclusive Opportunities to Local Media
You can often make your pitch more appealing to media figures by offering them exclusive opportunities to view and engage with your restaurant. Consider some of the following options, such as:
- Inviting journalists to a soft opening or media preview
- Offering interviews with the chef or owner
- Sharing behind-the-scenes access
- Providing high-quality images and menu previews
- Giving select outlets an exclusive angle when appropriate
When and How To Follow Up
Waiting for a follow-up after a pitch can be nerve-wracking, but don’t let it overwhelm you! In general, it’s fine to follow up with a journalist if you haven’t heard from them in a few days. When you do, simply politely remind them of your pitch in an email and offer additional information they may need. If you don’t get a response after a few weeks of persistence, you can often consider it safe to move on.
How a Restaurant PR Agency Can Help With a New Opening
Preparation, personalization, and a strong local story are the keys to successfully pitching a restaurant. If you need help, working with a restaurant marketing agency can be a great call! Remember, outreach has to start early, often well before opening day! Don’t waste time! Be proactive!
