An enticing menu with crafted cocktails. A solid staff. A striking decor and social media posts here and there. Sounds like the recipe for a thriving restaurant with rave reviews…or does it?
The truth is, if you build it, that does not mean they will come. Even if your menu and staff are exceptional. Even if your establishment is impressive.
Successfully opening the doors of a new business, adding another restaurant to your expanding group, growing a product line or launching a brewery requires more than stellar setup. Take the scary statistic from the documentary “Eat This New York” that stated out of one thousand restaurants that opened in New York City a few years ago, eight hundred were expected to go out of business within five years. That’s a hard one to chew on.
One way restaurateurs can improve on their odds of success is through smart public relations (PR) and marketing.
Bring in the experts, early and often – Seek advice from established professionals early on. You would not trust the cooking of your restaurant’s dishes to a waiter, would you? Nor should you trust your business’ promotion to an inexperienced person. Having knowledgeable advisors in place from the start can help put your big news in front of the right audiences quickly, potentially bringing in early customers and keeping the excitement going long after that first dollar bill is hung on the wall. If you can, consider working with a PR agency for its hit-the-ground-running expertise to set your place off with an immediate start. Or engage a communications consultant for a framework to follow and implement. Planning is key and no tactic should be executed without an end goal in mind.
Get on the radar of the VIPs – If you’re opening a new location, marking a milestone anniversary or celebrating other noteworthy growth, an on-site event might be the best way to bring the community–and, hopefully, your current and future customers–together. Set the event up for success by booking its date well in advance and aligning with local chambers of commerce to help turn your day into a big deal. Send a ‘save the date’ letter six-to-eight weeks in advance of the event to VIPs and elected officials that you’d like to have on-hand, since their calendars book up fast, particularly for people who are in demand.
Build-out your social profile and commit to it – Think about where your ideal customer is likely to be engaged on social media and be sure you’re there. Maybe it’s Instagram or Facebook. Wherever they are, create a content-rich social media profile on that platform (or platforms), then establish a posting schedule and strategy and commit to it. Remember, it’s better to maintain one site well than to have three neglected profiles, so be realistic about what you can handle. Posting once a week won’t keep a social media profile alive. Audiences need to be engaged by companies’ social media platforms three-to-five times per week or more or viewers might think your lights are on, but nobody’s home. Also, be sure to monitor all pages you create or sites you’ve posted reviews on to respond to comments in a timely fashion and enter real-time dialogues with customers. Their input can be enlightening and invaluable, as long as you listen!
Announce news regularly – Just because there are lots of great things going on does not mean the media will know about them or report on them. If your head chef wins an industry award, for instance, formally announcing it in a professionally written press release with a high-resolution photo, would be the best way to get the word out. Similarly, the launch of a jazz brunch, opening of a new local hot spot or bier garden could be shared widely with the media, while seasonal food items or dining trends may be best announced through a solitary pitch to an appropriate reporter, any of which could lead to media coverage. With the aforementioned public relations professional by your side (or on speed dial), you’ll be able to discern what warrants a press release or pitch letter and what should instead be shared on social media or a blog.
Get your lens in focus – Having professional photographs on-hand is a must for any food and beverage business. An iPhone is nice in a pinch, but should not be the sum of your photography repertoire. Sharp, high-resolution images that are composed well with just-right lighting and backdrops set your business up for social media shares, press release pick-ups and a take-us-seriously vibe. The investment requires a small slice of the marketing budget, but truly matters.
Enlist influencers and forge alliances – Today’s world moves fast and every patron can be paparazzi. Think of how often you see people snapping selfies or photographing their food in a restaurant. Or of how a review on Yelp or a comment on Twitter can color your opinion before you’ve ever set foot in an establishment. Developing relationships with food journalists and key industry influencers can help further your public relations efforts. Don’t just make an ask; comment on, like or follow them on social media to support their efforts in an authentic way.
Think beyond the table – Get creative when it comes to promoting your business. Aligning with interest groups can allow you to reach new spheres of influence and attract customers who might not have visited your establishment, otherwise. For example, live music events or not-for-profit benefits can suddenly bring music fans or community-minded people through your door and engaging with your business. I’ve seen a restaurant-pub attract crowds with a jazz brunch, and a local coffee shop secure a feature news story, thanks to becoming a collection site for victims of Hurricane Maria in Puerto Rico.
Realize it’s not a one-and-done proposition – Increasing your visibility and minding your reputation is not something that’s done once, then put on the back burner. Marketing your dining or entertainment venue is an ongoing effort. Encourage new and repeat patronage by consistently and clearly reaching out to your audiences and continually assessing what’s working and what isn’t.
Here's to getting the word out about what you’re cooking up!
About the Author: Filomena Fanelli is the CEO and founder of Impact PR & Communications, Ltd. (www.prwithimpact.com), an award-winning public relations firm based in NY’s Hudson Valley region, with clients in the food, beverage and tourism sectors. Fanelli can be reached at 845.462.4979 or at filomena@prwithimpact.com.