How to Write a Restaurant Press Release
A step-by-step guide to writing press releases that actually get picked up by food media. Learn the format, structure, and tactics that turn announcements into coverage.
Determine newsworthiness
Before writing anything, honestly assess whether your announcement is genuinely newsworthy. New restaurant openings, significant chef hires, major awards, unique partnerships, and milestone anniversaries are newsworthy. A new dessert menu or minor staff change is typically not.
Write a compelling headline
Your headline must communicate the news in 10-12 words maximum. Lead with the most interesting element. 'James Beard Semifinalist Chef Opens First Solo Restaurant in Miami' beats 'New Restaurant Opening Announced.' Include the city name for local relevance.
Craft the lead paragraph
The first paragraph must answer who, what, when, where, and why in 2-3 sentences. Journalists decide within seconds whether to keep reading. Front-load the most compelling information. If they only read the first paragraph, they should have enough for a brief mention.
Build the body with quotes and details
Include 1-2 direct quotes from the chef or owner that add personality and perspective — not corporate speak. Follow with supporting details: menu highlights, design concept, sourcing philosophy, team background. Each paragraph should add new, specific information.
Include the boilerplate and contact
End with your standard restaurant boilerplate (75-100 words about the restaurant) and PR contact information with direct phone and email. Make it as easy as possible for a journalist to reach you. Include a link to downloadable high-resolution images.
Distribute strategically
Send to your curated media list — not a mass blast. Personalize the subject line for each journalist. Send Tuesday-Thursday between 9-11am local time. Follow up once (and only once) 3-5 days later with a brief, value-adding note.
Pro Tips
- Keep the entire release to one page (400-500 words maximum)
- Never use all caps, excessive exclamation points, or marketing hyperbole
- Include 3-5 high-resolution images with proper photo credits
- Send as text in the email body — not as an attachment
- Test subject lines: include the restaurant name and city
Frequently Asked Questions
How often should a restaurant send press releases?
Only when you have genuinely newsworthy announcements — typically 4-8 times per year. Over-sending press releases that aren't truly newsworthy damages your credibility with journalists and ensures future releases get ignored.
Should I use a press release distribution service?
For restaurant PR, targeted personal distribution to your media list is almost always more effective than services like PR Newswire. Food journalists prefer personal pitches over wire distributions. Save the distribution services for major corporate announcements.
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