How to Create Press Releases That Boost Your Restaurant’s Visibility: A Complete Guide

Press releases are a timeless and highly effective method for restaurants to spread the word about major updates, special events, and community involvement. With the right approach, a well-written press release can attract local media coverage, increase online visibility, and drive real foot traffic to your establishment. In today’s competitive hospitality landscape, mastering press releases is essential for any restaurant aiming to build public trust and sustained awareness.

This guide covers everything you need to know about crafting powerful restaurant press releases—from writing techniques to distribution strategies—backed by real-world examples and expert tips.

Why Press Releases Still Matter for Restaurants

Despite the rise of social media and influencer marketing, press releases remain a foundational tool in a restaurant’s marketing arsenal. Why?

Credibility: Earned media through trusted publications builds stronger trust than ads.
Reach: One article or TV mention can bring in hundreds of new guests.
SEO Impact: Online articles linked to your restaurant boost rankings and discovery.
Networking: Positive press attracts attention from investors, influencers, and industry leaders.

A single press release can open doors for long-term visibility and relationship-building.

When to Send a Press Release

The timing and reason behind your press release matter. Here are examples of newsworthy moments:

Grand opening or reopening
Launching a new menu or seasonal dishes
Hiring a new executive chef
Hosting a charity event or food festival
Celebrating a milestone (anniversary, 100th customer, etc.)
Winning an award or recognition
Partnering with a local vendor or brand

If it’s important, unique, or community-driven, it’s worthy of a press release.

Elements of a Strong Restaurant Press Release

A great press release follows a structure and strikes a professional tone. Here’s what to include:

1. Headline

Your headline must be clear, punchy, and informative. Example: “Downtown Philly Welcomes ‘Harvest Table’—A New Farm-to-Fork Experience”

2. Subheadline (optional)

Use this to elaborate on the headline. Example: “Opening October 10, the restaurant will feature a locally sourced menu and community events.”

3. Dateline

Start the first paragraph with your city and date.

4. Lead Paragraph

Cover the essentials: Who, What, When, Where, and Why.

5. Body Paragraphs

Use the next 2–3 paragraphs to elaborate on:

Background on the restaurant or owner
Details about the event or news
Quotes from chefs, owners, or community partners
Any special offers or public impact

6. Boilerplate

A short description of your restaurant’s concept, history, and location.

7. Contact Information

Include your PR or media contact with email, phone, and website.

Writing Tips to Stand Out

Use active voice: Keep sentences energetic and engaging.
Keep it factual: Avoid flowery language or exaggeration.
Add quotes: Personal insight adds authenticity.
Limit length: 400–600 words is ideal.
Avoid jargon: Use language a general audience will understand.

Pro tip: Write as if a journalist will copy-paste your content—because they often do.

Real-Life Example

Press Release Title: “‘Spice Junction’ Brings Modern Indian Street Food to Brooklyn”

Summary: Spice Junction, opening next Friday in Williamsburg, combines traditional Indian flavors with a modern twist. Founder Chef Arjun Mehta describes it as “authentic food with a creative edge.” The launch party will feature live music, free samples, and giveaways.

Why It Works:

Community angle (free event)
Strong founder quote
Unique value proposition

Distribution: Where and How to Send Your Release

A brilliant press release is only effective if it gets into the right hands.

1. Build a Local Media List

Start with newspapers, TV/radio stations, local bloggers, food writers, and event calendars.

2. Use Distribution Services

Consider platforms like:

PRWeb
EINPresswire
BusinessWire
GlobeNewswire
NewswireToday

These tools help you reach national and local audiences with verified media databases.

3. Pitch Directly to Journalists

Find food writers in your area and send personalized emails with your press release attached. Keep subject lines short and relevant.

4. Post on Your Website

Have a dedicated “Press” or “News” page. This helps with SEO and adds authority to your brand.

5. Share on Social Media

Break down the release into a visual carousel or story to share across Instagram, Facebook, LinkedIn, and even Twitter.

Integrating PR into Your Restaurant Marketing Strategy

Press releases should complement other efforts:

Email Campaigns: Include press-worthy news in your monthly newsletter.
Influencer Collabs: Use the release to invite them to your launch or event.
Community Outreach: Align PR stories with causes or nonprofits you support.

Marketing works best when storytelling is consistent across all platforms.

Common Mistakes to Avoid

Being too promotional: Journalists want news, not ads.
Sending to the wrong audience: A BBQ press release won’t land well with vegan lifestyle outlets.
Bad formatting: Always use paragraph spacing, standard font, and clear headers.
No follow-up: After sending, follow up once within 3–5 days if you haven’t received a response.

Measuring Success

Evaluate press release performance with:

Media pickups and online mentions
Website traffic increases from backlinks
Increased reservations or foot traffic
Social engagement metrics (shares, comments, reach)
Google Alerts and SEO rank boosts

Keep a log of what worked, which outlets responded, and what kind of stories got coverage.

Case Study: Local Cafe Earns National Buzz

“Whisk & Bean,” a small coffee shop in Denver, sent out a press release about their new barista training program for veterans. It was picked up by 5 local papers and eventually featured in a national morning show.

Results:

250% increase in website traffic
Over 120 new newsletter signups
3 franchise inquiries within a month

Why it worked:

Human interest angle
Aligned with community values
Targeted the right journalists

Templates You Can Use

Grand Opening Press Release Template:

Headline
Subheadline (optional)
Dateline + First paragraph
Restaurant background + Quote
Event details + Quote
Boilerplate + Contact info

Menu Launch Press Release Template:

Feature chef quotes
List popular items
Tie menu to season or trend
Highlight local sourcing or sustainability

Final Thoughts: Make Press Releases Part of Your Routine

Restaurants that treat press releases as an ongoing PR habit—not just a one-off stunt—build stronger reputations over time. They stay top-of-mind with local media, attract loyal customers, and create moments that keep the spotlight coming back.

From new openings to partnerships and product innovations, every milestone is a chance to tell your story. And every story you tell moves your restaurant brand forward.