In the world of hospitality, first impressions don’t just happen at the dining table. They’re created on TikTok, in the media, and through word of mouth.
Before a single plate is served, people are forming opinions, making reservations, or scrolling past. That’s why the most successful restaurant openings today aren’t just culinary events, they’re cultural moments, shaped and seeded through PR and influencer marketing.
While great PR builds credibility and third party endorsement, influencers drive reach, relatability, and visual content. Together, they create anticipation and hype that converts into full tables.
Here’s how to harness PR and influencer marketing to stir up hype before your restaurant opens:
Strategic PR: From Narrative to News
Every great restaurant launch starts with a strong story. Whether it’s your founding vision, menu inspiration, or your sustainability mission – give the media and future diners a reason to care. If your new restaurant is just another place to eat, you’ll struggle to stand out. But if it’s part of a bigger story, people will want in.
Start with the why
Take cue from brands like Dishoom. Their story isn’t just about food – it’s about evoking the spirit and soul of Bombay’s old Irani cafés. From the architecture and ambiance to the music and menus, every detail is designed to immerse diners in a carefully curated cultural experience.
Restaurant owners can learn from this example. Craft a narrative that makes your concept feel unique and relevant, engaging diners from day one and giving them a compelling reason to book (and keep booking).
Target the right media
To engage media ahead of your restaurant launch, a robust media toolkit is key. This should include a press release, high-res images, sample menus, founder bios, and brand background.
Identify the right publications and journalists for your brand. Think broadcast, national or local newspapers and magazines, food trades and lifestyle sites. Offer media rich content – embargoed exclusives, tasting events, or founder interviews – to generate meaningful coverage.
Influencer Engagement: From Content to Conversions
Looking beyond the headlines, when it comes to food and dining experiences, there’s no doubt that influencer content captures attention.
Content creators can bring a dining concept to life in ways that feel personal, authentic and most importantly, engaging. But it’s vital to choose the right influencers. It’s not just about follower numbers. Focus on audience alignment, local relevance and content quality.
Create shareable influencer experiences
Think outside of the box to create memorable moments for content creators. It’s about going above and beyond just offering a complimentary meal in exchange for an Instagram story. Can you host dedicated pre-launch tastings, provide behind-the-scenes access, share exclusive menu reveals or arrange meet-the-chef interactions, for example? And remember a visually rich environment will enable influencers to capture stand out content.
Take, for example, our recent work for Popeyes. When the brand expanded into Bristol, we helped to generate regional excitement through exclusive media and influencer preview events and cookery demos attended by local foodies, family content creators, and even Bristol legend, Kane Hinge.
From press interviews to Instagram takeovers, the content was spicy in all the right ways, with social and media coverage reaching over 40 million people. Fans queued for the brand’s famous Louisiana chicken for over 19 hours with headlines secured in key press outlets, such as Bristol Live!
Looking Ahead: Planning Your 2025 Launch
If you’re opening a new restaurant in 2025, get in touch with our team today to find out how we can help to build your bespoke PR and influencer strategy.