Press Release
A press release (also called a news release) is a written statement prepared by a restaurant or its PR representative and sent to journalists and editors with the goal of generating media coverage. It presents news — an opening, a new menu, a chef hire, an award — in a factual, journalist-readable format that makes it easy for a reporter to write a story.
Why It Matters for Restaurants
A press release is the most common tool in restaurant PR. Done well, it gives journalists everything they need to write about you — the what, who, why, and when — in a format that respects their time and editorial process. Done poorly, it reads like an advertisement and gets deleted. The difference between a press release that generates coverage and one that doesn't is almost always the headline and first paragraph: is there an actual news hook, or is it just self-promotion?
In Practice
At ChowPR, every press release we write starts with the news hook: what is genuinely new or interesting about this announcement? We then build a factual, journalistic structure — inverted pyramid, clear attribution, relevant quotes — that editors can use directly or adapt for their publication. We also include a high-resolution photo, a boilerplate about the restaurant, and direct contact information for follow-up.
Related Terms
Frequently Asked Questions
What should a restaurant press release include?
A strong news headline, a compelling opening paragraph with the key facts (who, what, when, where, why), a quote from the chef or owner, supporting details, a boilerplate about the restaurant, and contact information. A high-resolution photo should be attached separately — never embedded in the body.
How long should a restaurant press release be?
300-500 words is ideal. Journalists are busy — a concise, well-structured release is more likely to be read than a 1,000-word document. If you have additional detail, include it below a 'Notes to Editors' section at the end.
Should I distribute my press release via a wire service?
Wire services like PR Newswire can increase distribution but rarely generate meaningful restaurant coverage on their own — food journalists prefer personalised pitches over wire releases. ChowPR uses direct email outreach to targeted journalists rather than mass wire distribution.