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Restaurant PR Press Releases
| For Immediate Release: 4/23/2004 |
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| The Ten-Minute Manager's Guide To Public-Relations Basics |
| Restaurants & Institutions |
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April 2004 -
By Amanda Westbrooks
JIMMY BANNOS, OWNER OF THREE Heaven on Seven restaurants in Chicago, is working with a publicist to launch the Cajun-menu concept's first suburban unit (in Naperville, Ill), but says he often prefers to tackle public relations himself. Whether to tap outside PR resources or go it alone is a question each operator decides, and an operation's size, location and customer base along with the nature of local media all factor in making the choice.
"Most operators don't have the wherewithal to advertise effectively, so public relations becomes important," says Stephanie Crane, founder and CEO of the Bronxville, NY-based Restaurant PR Inc. However the task is handled, the basics remain the same: Determine your operation's story and find the best ways to get it to customers.
Arizona State University campus. "Otherwise we think of our core demographic, which is mostly people who attend plays and musicals at the university," she says. "We send a lot of mail to reach our customers."
Direct mailing works for colleges and universities too. "We're really restricted from marketing and advertising in nonuniversity media," says Greg Black, director of campus food services at the University of Iowa in Iowa City. "We can advertise some of the special events we do, but we don't advertise our meal plans or retail business (beyond campus media). Direct mail is a really good way for us to reach out to the community."
Employing coupons is another workable idea. Tallying up coupon use at the end of a promotion gives a measurable way to gauge the success of a campaign. Black also selectively uses local newspapers, and his department's Web site is growing rapidly. "The hit rate just keeps getting better and better," he says.
Interest in foodservice never has been higher, and there are plenty of media outlets to cultivate. Critics and writers always are looking for something novel or exciting for their audiences. If an operator has an event to share or new menu item to introduce, "I would call (TV stations and newspapers)," says Bannos. "If that doesn't work, write them a letter. The critics (In Chicago) are approachable, and they always give me a courtesy call back. Everybody helps everybody else. It's a circle."
Which outlet to choose? "Consider your marketplace, meaning where your customers are coming from. Select media appropriate to your operation," says Crane. It could be local, such as a limited-circulation newspaper or print and broadcast media with citywide, statewide or even national reach. "If you're undertaking a specific event or donating money, there could be business and community media interested." says Crane.
Successful operators understand that self-promotion isn't a dirty word. "Local writers have always been good to me. After 24 years of business, they still come to my restaurant. But, getting on NBC's "Today" show three times in the last seven months? That's something." Bannos says.
Profiting From Promotions
Deciding what to promote begins with an examination of business priorities and assets. “Define your operation’s image and market position. Those things inform the rest of your program,” says Restaurant PR’s Crane. A wine tasting, a creative pastry menu or an ideal location are assets to capitalize on.
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