The Power of Media Relations in the Restaurant Business
Winning any credible award and receiving write-ups in newspapers and magazines are usually indications that the restaurant is committed to higher standards..
By Ben F. Oncu*
In today’s competitive culinary landscape, media relations can be a game-changer for restaurants. Positive press coverage, influencer endorsements, and strategic PR campaigns can elevate your brand, attract new customers, and build credibility. I’ve been in the media for over 20 years and have conducted many interviews with authors, entrepreneurs, artists, chefs, business people and many others. All of whom are masters in their fields. I figured out something common among them; a strong relationship with the media. Emma, Heathcote-James, Founder/CEO of the Little Soap Company, Winner of Queen’s Enterprise Award 2022, was one of them. I asked Emma what was the secret of her success? Her answer was remarkable; “I say ‘Yes’ to Press! It doesn’t matter what you are talking about – people will just remember you and the product. I would always say yes to News items.”
Last year, I’ve had an ample time visiting some of the restaurants in Leamington Spa, England. It was a Tuesday evening. Business in restaurants were pretty sluggish that day, as it was early day in the week, and and it would have been the same on Monday. These days are not good days for restaurants. Yet it was not the same for Giggling Squid, a Thai Restaurant in Royal Priors Shopping Center on Recent Street. It was full and no available table for seating. When I entered the restaurant, I didn’t ask to see the Manager, instead he started walking towards me with a smile. He must have understood that I am a journalist as I took a number of photographs of the outside of his premises. When he approached me, “Welcome, please let’s go outside, and talk” he pleasantly said.
“I say ‘Yes’ to Press! It doesn’t matter what you are talking
about – people will just remember you and the product.“
– Emma Heathcote-James
I had visited many restaurants that evening and all were very quiet. I was wondering about the crowd at Giggling Squid and asked the manager What’s going on at his restaurant today? His answer was remarkable as well. “It’s a normal day for us and our restaurant is full every evening. Of course our services, rich, tasty and diverse menu make us different, but beyond that, media relations has taken a part in our business. We have connections and communication with almost all media in Leamington Spa and surrounding towns.”
Media has been a powerful tool to influence people positively and negatively. Today, we live under the power of media as a source of information, communication and entertainment that enhance the knowledge of us through the different types of news or events in our daily lives.
It is a communication theory that “if you watch television more than two hours a day, your mentality would be televised mentality. You act and behave as you get form the television.” This theory goes back to the 50s. Today our mind is shaped by the tools of mass communication, which consist of television, radio, newspapers, magazines and internet such as: Facebook, Twitter, YouTube, Instagram, Google and other social networking channels. It simply means that media has the power to give information and provide an easy means of communication among people. Media is a powerful and trusted tool among people living developed countries like the UK, US and EU.
Media is a powerful tool to build relationships, boost visibility, influence
decisions, and create lasting impressions for success and growth
Let’s look at the facts before we talk what to do;
Facts About Media
• 81% of consumers’ purchasing decisions are influenced by their friends’ social media posts. (Forbes)
• 66% of consumers have been inspired to purchase from a new brand after seeing media images from other consumers (Stackla)
• Consumers are 71% more likely to make a purchase based on media referrals. (Hubspot)
• Conversions increase 133% when mobile shoppers see positive reviews before buying. (Bazaarvoice)
• 78% of consumers say companies’ media posts impact their purchases. (Forbes)
• 56% of consumers say they’re more influenced by media images and videos when online shopping now than they were before the pandemic (Stackla)
What role does the media play in your professional life?
“* I have reviewed about 4,000 shows, and none can compare to what I saw tonight.” Quotes like these are powerful PR tools, widely used across industries such as entertainment and publishing.
In any business, there are four main components:
Infrastructure: This involves the time and money you invest in your restaurant.
Management: Whether your team is small or large, effective management is essential.
Marketing: This is the core of any business, encompassing everything from paid advertisements to unpaid campaigns, news, and events. Media relations are a crucial component of this function. From new media to mass media, restaurants can greatly benefit from media exposure. Foods and restaurants are the field that can capture the interest of all types of media.
Sales: This is the final stage, where you see results if the first three functions are executed effectively.
“Our mind is shaped by the tools of mass communication.”
What to Do?
Depending on your food, dish, plate, there are many ways to make it… News. Let’s talk about your restaurant… You have a good restaurant, cafe or brasserie , you’re the only chef, and it offers a great menu and dishes Yet many are not aware of it. Like many other businesses, the restaurant business has parts; media relation is one of them. Here are some of the things you should do immadiatly:
Web page. Having an attractive, professional and up the date website is the best way to stand out from the competition. A good effective website helps build a strong online presence and helps communicate quality information to not just your readers but media.
Make your webpage media friendly. Your webpage should have a Press Room page which should cover press releases, high-quality images, and reviews from your customers and media. Historical information about your restaurant journey, the inspiration behind your restaurant, and news about notable dishes, tastes, such as critics from the media or notable people, who have reviewed or endorsed your restaurant should also be included. Their reviews and images should be in the press room page as well.
Press release. Write a press release whenever there is a reason to do so, like a new menu, new dish, any events and any awards you have won. The press release should include the atmosphere of your restaurant the venue, the ambiance, and some of the reviews from readers and critics.
Local Media. Search and collect the list of any local media and contact the editors. Invite them to your events or find a reason to invite them. Highlight how your spot contributes to the local gastronomy scene or any community events you are involved in.
“If you’re not in the media, you’re invisible to the world.”
National Media. Search and collect the list of national media, food reviewers, and food critics. If you are in the United Kingdom, contact the Guardian’s, Times’ Review editors if you are confident about your food’s quality, style, and the dishes you explore.
Stay in touch with both local and national media editors and send them press releases occasionally. They will eventually write a review or talk about your restaurant either on their conventional media, digital, or social media platforms.
Reviews. Be active on review sites, gastronomy magazines and newspapers like Olive Magazine, Good Taste Magazine, Food & Drink News, Chippy Chat, Delicious Magazine, British Food Journal , Food and Travel Magazine, Food & Drink Magazine…… As Bazaar Voice stated, conversions increase 133% when mobile shoppers see positive reviews before buying. Media reviews are the most effective tools to bring readers to your your restaurant. Most readers read reviews before visiting the restaurant. So, reviews must be answered and managed. They can make or break your brand. Being proactive on reviews, both good and negative, is an excellent way to promote your restaurant.
“Media is not just a tool; it’s a bridge to your audience.”.
Dish Launch. Organize a dish launch event. If you release a new dish, it is a good opportunity to invite media, local figures, artist, authors, and some of your loyal customers.
Celebrate. Collect the list of local and national media that covers your genre or area of interest. Collect the list of your local actors like presidents of sports clubs, politicians, artists and so on… Celebrating their birthdays, holidays, and so on might be a good reason to stay in touch with them.
Get Awards. Winning any credible award or receiving positive write-ups and reviews in newspapers and magazines is usually an indication that the restaurant is committed to high standards. Such recognition can significantly enhance an your restaurant’s reputation, showcasing their dedication to excellence and quality.
However, it is crucial to be discerning about the sources of these awards and recognitions. Do not seek or accept awards from individuals or organisations that sell them directly or through any means that could compromise your integrity. Awards that are bought rather than earned can damage your reputation and undermine the trust of your readers and stakeholders.
Instead, focus on earning accolades from reputable and independent bodies that recognise genuine achievements and contributions. This approach not only ensures that your awards are meaningful but also reinforces your commitment to maintaining high standards and ethical practices in your writing.
Social Media. Social media is a part of mass media. Use and update them effectively. Social media has become the most influential and important virtual space where the platform is not only used for social networking but is also a great way of digitally advertising your dishes and your restaurant.
As a result, keeping in touch with media is an essential part of your success not just in the restaurant business but many other businesses. Whenever a new show, a new movie, or a book is released, they highlight what the media have said. So, it’s extremely important what media says about your restaurant, your food, and your culinary journey.
“A good review can make or break your brand.”
Use Press Quotes in Your Marketing: Positive media mentions (quotes) serve as powerful social proof. Leverage them across your social media, website, email campaigns, print materials, and advertising to build credibility and trust. By aligning media relations with your broader marketing strategy, you can transform press coverage into a dynamic growth engine. Whether it’s a standout newspaper feature, a glowing blogger review, or a viral social post—each mention reinforces your restaurant’s reputation and attracts new customers.
What to Expect from the Media?
- Praise for Your restaurant and Chef: First and foremost, expect praise for your food and yourself as chef. Receiving praise from the media can be a powerful tool for promoting your restaurant. Just as Hollywood uses praise quotes to promote new films and actors, and theatres highlight glowing reviews for their plays, the same strategy applies to restaurants and chefs. Positive media quotes can significantly boost your restaurant’s visibility and credibility, making it easier to attract a wider audience.
- A Good Review: Anticipate a thorough and positive review that highlights the strengths and unique aspects of your titles.
- Catchy Titles and Captions: Media features often come with attention-grabbing titles and captions that can draw readers’ interest.
- A Launchpad for More Features: Being featured in one media outlet can serve as a starting point for being featured in other media outlets. More features lead to more media attention.
*Ben F. Oncu is the publisher of Taste London, Taste Asia, Mosaic Digest, Entrepreneur Prime, WOWwART, Novelist Post, Reader’s House, and several other platforms.
He holds a BA in Journalism from CSR (New York State University), an MS in Publishing from NYU, and a Digital Revolution certification from MIT. A father of three and currently resides in London, the UK.