Any multi-unit chain restaurant opening will make news, especially if the brand is well-known, right? Not necessarily. The media landscape is cluttered and fragmented, making it hard for brands to stand out. Luckily, there are news-making strategies and pitch angles that, when leveraged and activated properly, can increase restaurant media coverage opportunities, achieve PR goals, and help generate sales and customers.

Based on our long-time PR experience and results in opening hundreds of restaurants nationwide, we developed this strategic checklist to help discern which openings are most worthy of media relations support and how to attract media interest. Consider these seven questions:

  • Is it a new market for the brand? Restaurant openings in new markets are more newsworthy than openings in saturated, well-established markets. The first restaurant of its kind in a market will typically generate coverage, whereas the eighth restaurant within a large metropolitan area likely won’t make waves.
  • Is the restaurant actively hiring? If the restaurant is looking to fill crew member or managerial positions, either temporary or permanent, the newsworthiness of the restaurant opening increases. Plus, local reporters are usually eager to cover hiring stories and share career opportunities with readers, viewers and listeners.
  • Is the restaurant in a notable location? The definition of a notable location can be broad, so get creative in your thinking! Is it near or on a university campus, close to a new development or shopping center, or next to a professional sports venue? Linking new restaurants to high-profile or popular locations can enhance news value exponentially and open the door to coverage opportunities. For instance, if the new restaurant is in a food desert and offers fresh, high-quality ingredients and real food, the story could be expanded (potentially even nationally) to highlight a growing trend, issue or opportunity.
  • What is unique about the restaurant? If the new restaurant is a rebrand, prototype or test concept, with unique interior or exterior features or digital technology, it’s automatically more attractive to media. Tout these attributes to help encourage coverage.
  • Are there any human-interest angles? Local media love compelling people stories, so do your best to uncover an interesting restauranteur or employee nugget. For example, if the manager is a veteran and the restaurant opening happens near Veterans Day, the story may become more intriguing and timely.
  • Is there a corresponding business announcement? Pay close attention to what the brand is doing on the national front. Impactful announcements like the launch of a new loyalty program, delivery service or mobile ordering app, can complement a restaurant opening story in a big way.
  • Is there an event or promotion tied to the opening? Planning a fundraiser or local promotion around a new location will boost the news value of the opening. If neither is possible, consider handing out giveaways or swag on opening day to show what’s in it for readers or viewers who attend.

Looking for new restaurant opening media relations strategies and support? Contact me at lpinkerton@linhartpr.com