Mastering Press Releases for Restaurants: A Comprehensive Guide to Boost Visibility and Publicity

Press releases remain one of the most powerful tools in a restaurant’s marketing toolkit. Whether you’re launching a new location, unveiling a seasonal menu, or hosting a special event, a well-crafted press release can help you gain media coverage, attract attention, and position your brand in the spotlight.

In this in-depth guide, we’ll break down the anatomy of an effective press release, explore when and how to use them, and provide expert tips for writing and distributing news that gets noticed.

What is a Press Release and Why Does It Matter?

A press release is a formal, written announcement sent to media outlets to share newsworthy events related to your restaurant. It acts as an official communication tool between your business and journalists, bloggers, editors, and local influencers.

Benefits of press releases:

Generate free media coverage
Build brand credibility and authority
Increase online visibility through backlinks and SEO
Attract customer interest and drive traffic
Establish long-term relationships with local media

When Should Restaurants Send a Press Release?

Use press releases to share any of the following:

Grand openings or location launches
New menu rollouts or seasonal specials
Special events, festivals, or collaborations
Awards or recognitions
Community involvement or charity partnerships
Celebrity appearances or influencer visits
Major renovations or rebranding
Executive chef or leadership announcements

Consistency is key. Even small updates can build momentum if shared professionally and regularly.

Anatomy of a Great Restaurant Press Release

An effective press release follows a standard format and is typically 400–600 words. Key elements include:

1. Headline

Strong, concise, and newsworthy—grab attention quickly.

Example: “Award-Winning Bistro ‘Table & Thyme’ Opens Second Location in Downtown Nashville”

2. Subheadline (Optional)

Expands on the headline with a supporting hook.

3. Dateline and Lead Paragraph

Start with the city, date, and a powerful opening that answers who, what, where, when, and why.

Example: “Nashville, TN — June 15, 2025 — Popular farm-to-table restaurant Table & Thyme is opening a second location in the heart of downtown Nashville on June 20.”

4. Body Paragraphs

Provide details:

Background and history of your restaurant
Event or announcement specifics
Quotes from chefs, owners, or partners
Why it matters to the community or industry

5. Boilerplate

A short “About Us” section at the end, summarizing your brand.

Example: “About Table & Thyme: Founded in 2016, Table & Thyme is a Nashville-based farm-to-table bistro known for seasonal menus, local sourcing, and warm hospitality.”

6. Media Contact

Include name, phone number, email, and website URL for follow-ups.

Writing Tips for Restaurant Press Releases

Be newsworthy: Focus on what makes your announcement special.
Keep it objective: Write in the third person, avoid excessive hype.
Use quotes: Personalize the release with commentary from owners, chefs, or partners.
Make it scannable: Use subheadings, bullet points, and short paragraphs.
Incorporate SEO keywords: Mention your restaurant name, location, and relevant terms (e.g., “organic brunch in Austin”).
Include a call to action (CTA): Invite readers to attend, visit, or cover the event.

Examples of Successful Restaurant Press Releases

New Location Launch:

“Los Angeles’ Favorite Vegan Spot ‘Greenhouse Café’ Expands to Venice Beach”

Seasonal Menu Rollout:

“Chef Marco Introduces Farm-Fresh Summer Menu at Osteria Roma”

Charity Event:

“Local Restaurant ‘The Pour House’ Donates 10% of July Sales to Homeless Youth Shelter”

Each example creates urgency, focuses on impact, and highlights what makes the story unique.

How to Distribute Your Press Release

1. Create a Media List

Build a list of:

Local newspapers, food blogs, and lifestyle magazines
TV and radio stations
Influential Instagram foodies and TikTok creators

2. Send Directly to Journalists

Personalize emails with their name and reference past stories.

3. Use PR Distribution Platforms

Platforms like:

PR Newswire
EIN Presswire
GlobeNewswire
Business Wire
Local chambers or tourism boards

4. Publish on Your Website

Add a “Press” or “News” section to host past and current releases.

5. Share on Social Media

Turn your press release into digestible posts, carousels, or stories.

Building Media Relationships for Future Coverage

A press release is just the start. Build lasting relationships:

Invite local media to tastings or soft openings
Send holiday cards or thank-you notes
Offer exclusives or early previews
Respond quickly to press inquiries

A strong PR relationship can turn one article into a long-term editorial ally.

Integrating Press Releases with Broader Marketing

Your press release strategy should align with your larger marketing goals:

Social media: Use content from the release to plan upcoming posts
Email marketing: Share announcements with your list
Advertising: Reinforce your news in paid campaigns
SEO: Drive traffic to your website via backlinks in articles

Consistency across all channels ensures stronger reach and recognition.

Measuring the Impact of Your Press Release

Track performance through:

Media placements and backlinks
Website traffic spikes
Increase in reservations or event RSVPs
Social media engagement on related posts
Google Alerts or press clipping tools

Use these insights to refine future campaigns and improve targeting.

Common Mistakes to Avoid

Sending news that’s not truly newsworthy
Writing too much like an ad or blog
Omitting contact info
Not tailoring outreach to local press
Forgetting to follow up

Stay focused, clear, and professional.

Case Study: A Neighborhood Restaurant’s PR Win

A small Tex-Mex restaurant in Dallas announced their 5-year anniversary with a press release promoting a community appreciation week.

Results:

Coverage in 3 local magazines and 2 blogs
18% increase in foot traffic during the event
300+ RSVPs for a free taco night

By using a simple, story-driven press release and targeting local press directly, they turned a milestone into a revenue-boosting celebration.

Final Thoughts: Make Press Releases a Habit

Don’t wait for big news to engage the press. Treat your restaurant like a media-worthy brand. With the right timing, format, and outreach, press releases can amplify your achievements and build public trust.

When you think like an editor and share like a pro, the spotlight will naturally follow.