Expanding a restaurant group is an exciting but complex challenge. Whether you’re opening an additional location or scaling into new markets, public perception can make or break your success.
Feed Media has years of experience helping restaurants and chefs with top-tier public relations services. It’s not just about getting media coverage—it’s about crafting a compelling narrative, building credibility, and ensuring that every new location launches with a strong reputation.
1. Building Brand Awareness in New Markets
Expanding into a new city or neighborhood means introducing your restaurant to an audience that may not be familiar with your brand. PR helps tell your story in a way that resonates with the local community.
How to Build Awareness Before Opening:
- Secure media coverage in local food and lifestyle publications.
- Host a soft opening for journalists, influencers, and local business leaders.
- Partner with local organizations or events to build community connections.
- Create a targeted PR campaign that emphasizes your unique value—whether it’s a famous dish, an acclaimed chef, or a sustainability commitment.
2. Managing Reputation and Customer Trust
Reputation is everything in the restaurant business. A strong PR strategy helps reinforce your credibility and manage public perception. Whether it’s highlighting a chef’s award, showcasing community involvement, or addressing a potential crisis, PR ensures that your brand’s narrative stays positive.
Key Reputation Management Strategies:
- Position key executives and chefs as industry experts through interviews and thought leadership pieces.
- Secure positive reviews and press coverage in respected publications.
- Monitor online feedback and respond to customer concerns professionally.
- Have a crisis communication plan in place to handle unexpected challenges.
3. Driving Demand with Strategic Storytelling
People don’t just want good food—they want a compelling reason to try something new. PR helps shape that reason through storytelling. Instead of just announcing a new location, focus on telling the story behind your restaurant group: What inspired its creation? What makes it stand out? How does it fit into the local dining scene?
Ways to Tell Your Story Effectively:
- Develop a press kit with your brand’s backstory, key messaging, and high-quality images.
- Pitch unique angles to journalists—such as your commitment to sustainability, the cultural influences in your menu, or your use of hyper-local ingredients.
- Use video content and behind-the-scenes storytelling on social media to generate buzz.
- Encourage early guests and influencers to share their experiences online.
4. Attracting Investors and Strategic Partnerships
Restaurant expansion often requires financial backing, whether from investors, franchisees, or strategic partners. A strong PR presence can help make your restaurant group more attractive by showcasing success, customer loyalty, and growth potential.
PR Tactics for Investor Appeal:
- Secure features in business and hospitality publications.
- Highlight key performance metrics (e.g., revenue growth, customer demand, industry awards).
- Use media coverage and social proof to demonstrate strong brand recognition.
- Showcase leadership team interviews and insights in trade publications.
5. Maximizing Social Media and Influencer Engagement
A restaurant’s digital presence is just as important as its physical one. PR helps leverage social media and influencer relationships to create organic buzz.
How to Use PR to Boost Social Media Engagement:
- Host an influencer preview night and encourage live posting.
- Secure food blogger reviews and local media coverage.
- Launch a branded hashtag to encourage user-generated content.
- Cross-promote with local businesses or events to expand reach.
6. Boosting Recruitment and Retention
Expanding a restaurant group means hiring new staff, and PR can play a crucial role in attracting top talent. A positive brand image, industry recognition, and media coverage can make your restaurant an employer of choice in competitive job markets.
PR Strategies to Support Hiring Efforts:
- Highlight company culture and leadership through media interviews.
- Showcase employee success stories and career growth opportunities.
- Promote workplace awards or recognitions in industry publications.
- Partner with culinary schools and industry organizations for recruitment
Restaurant expansion is about more than just finding the right location and perfecting the menu. Success depends on how well you build excitement, establish credibility, and manage your reputation—all of which are at the core of a strong PR strategy. Whether you’re a small independent group or a growing franchise, investing in PR ensures that each new opening is met with enthusiasm, trust, and a long line of hungry customers.
Feed Media has deep experience working with restaurants, chefs, and culinary businesses to craft compelling stories, secure top-tier media coverage, and build lasting brand loyalty. Reach out to our restaurant PR team to make sure your next opening is a hit from day one.