Restaurant Opening PR Checklist
The complete timeline and checklist for launching a new restaurant with maximum PR impact, from 6 months before opening through the first 90 days.
6 months before: Brand foundation
Finalize restaurant name, concept positioning, and visual identity. Develop the brand story and key messaging. Begin building your media list for the local market. Create social media accounts and start posting behind-the-scenes construction and menu development content.
3 months before: Press materials
Produce the press kit: professional food photography (test menu), chef headshots, interior renderings or construction progress photos, fact sheet, and press release draft. Engage a PR agency or freelancer if you haven't already. Begin soft outreach to key local food journalists.
6 weeks before: Media outreach begins
Send the opening announcement press release to your full media list. Offer exclusive first-look opportunities to 2-3 top-tier outlets. Pitch feature stories about the chef, concept, and design. Schedule the press preview event and begin sending invitations.
2 weeks before: Press preview and soft opening
Host the press preview dinner for 20-30 invited media and influencers. Begin the soft opening period for friends, family, and VIPs. Document everything for social media content. Respond to all media inquiries within 2 hours.
Opening week: Full launch
Execute the grand opening event. Coordinate social media posting across all platforms. Monitor coverage and share/repost all media mentions. Send thank-you notes to all media attendees. Respond to early reviews — both online and traditional.
First 90 days: Sustain momentum
Continue pitching stories beyond the opening — chef features, seasonal menu changes, community involvement. Monitor and respond to all online reviews. Plan the first post-opening event (wine dinner, holiday special). Evaluate PR results and adjust strategy.
Pro Tips
- Book your food photographer 3+ months in advance — the good ones are booked solid
- Create a 'media dining' policy before you open so your team knows the protocol
- Have 50+ high-resolution images ready before the first pitch goes out
- Build relationships with 3-5 key journalists before you need them
Frequently Asked Questions
How far in advance should PR planning start?
Ideally 6-12 months before opening. At minimum, engage a PR professional 3 months before the target opening date. The biggest mistake is waiting until the restaurant is about to open to start thinking about PR — by then you've missed critical lead time for magazine and long-form features.
What if opening gets delayed?
Delays happen frequently in restaurant construction. The key is transparent communication with media who've been pitched. Update your contacts, adjust timelines, and use the delay as content (behind-the-scenes of the build, menu refinement stories). Never go silent.
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