Marketing
Restaurant marketing: 6 ways to win media attention
Earnings reports will always stand out, but even grand openings are no longer a coverage guarantee. When announcements are few and far between or stories fall flat, restaurants can stay top of mind by putting these factors to work.
June 17, 2024 by Kate Finley — Founder, President, Belle Communication
Foot traffic is down, and restaurants are being pushed to innovate their marketing efforts to attract and retain customers, but spurring "gotta try it now" attitudes can be tricky with Gen Z consumers who notoriously lack brand loyalty.
Brands today must take a creative approach. Every campaign must achieve the unexpected and share stories that breakthrough.
However, not all brand activations or creative marketing are newsworthy.
Peek behind the curtain of today's headlines, and certain themes emerge. Although the classic seven elements of newsworthiness remain relevant, today's media landscape requires a more nuanced approach.
By analyzing headlines, we've pinpointed key themes crucial for contemporary branded moments. Earnings reports will always stand out, but even restaurant grand openings are no longer a coverage guarantee. When announcements are few and far between or stories fall flat, food service brands can stay top of mind by putting the following factors to work.
1. Relatability
Does your idea have an element of widespread relatability or is it big enough to impact everyone in the country (or your city)? Campaigns that play off of widespread emotion, generosity or nostalgia can grab the attention of the media, which is looking for stories that apply to or affect all readers or viewers.
For example, McDonald's earned headlines by capitalizing on nostalgia with the release of Adult Happy Meals and a themed McFlurry "for Grandmas everywhere." And Jack In The Box earned national and regional media coverage when it ran a week-long, free food promotion for its birthday.
2. Newsjacking
Find timely and cultural moments where your brand can break through. Thoughtful reactions to major news or events can thrust your brand into the limelight. The key? Speed and relevance.
When everyone was talking about Netflix clamping down on password sharing, the pizza brand Red Baron seized the opportunity by helping consumersshare pizza instead. And Domino's Pizza responded to the reinstatement of student loan payments by announcing a $1 million giveaway.
3. Surprise + Delight
Doing the unexpected is a sure way to catch media and consumer attention, especially when it involves a well-known name or feel-good gesture. Whether big or small, it should turn heads.
Dunkin Donuts turned heads when Ben Affleck handed out drinks in the drive-thru. Subway surprised us all with a flying restaurant that serves sandwiches 1,000 feet in the air. And Chick-fil-a brought smiles to customer faces with a pop-up flower truck that invited passersby to create bouquets.
4. Drops + Collabs
Limited-edition releases and unique brand collaborations create excitement, particularly when married to pop culture, trends, seasonality or personal stories. By creating a sense of FOMO (fear of missing out) or bringing together two popular elements to make a mega moment, brands can capture the fleeting attention of Gen Z, who thrives on immediacy and craves the excitement of new and exclusive experiences.
Jeni's Splendid Ice Creams partnered with America's sweetheart Dolly Parton to create a sought-after limited-edition flavor. Jimmy John's dropped a sandwich-inspired silk scarf to celebrate the return of its Caprese Salami Pesto offering. KFC recently celebrated its Ultimate BBQ Burger menu item with a BBQ perfume. And to honor New York Fashion Week last year, Panera Bread debuted the BAGuette, a 12-inch purse designed to carry its toasted bread."
5. Social Virality
Join the conversations and trends happening online in an interesting way, but don't just hop on social media trends for the sake of keeping up. Stay true to your brand's core identity and only act when it feels authentic.
Popeyes nailed it when they released #GirlDinner menu items when the topic was trending on TikTok. Chili's joined in on the #GirlMath trend with a new "Grill Math" menu deal. And Panera caused mixed reactions with its "Roman Empire" menu.
6. Original Data + Untold Stories
Leverage first- and third-party data to tell unique stories. Maybe you notice shifting customer habits or can crunch the numbers to find something unexpected and noteworthy. Or perhaps you have a behind-the-scenes look that others will want to see.
GrubHub examined the aggregate ordering patterns of customers across nearly 200 congressional districts and found that Democrats and Republicans eat differently. And KFC opened its kitchens and food stations to 600 fried chicken fans to see how its famous fried chicken is made — and even have a go themselves.
Create to earn
Marketing stunts alone aren't newsworthy. To earn positive publicity, ideas must connect to the current news cycle and pop culture, align with your brand's identity and resonate with your target customer base.
Be sure to involve your PR team in the early stages of campaign development to provide strategic input and share the media's perspective.
About Kate Finley
Kate Finley is the founder of Belle Communication, a best-in-class PR and creative strategy firm that helps brands think bigger for now + next. The firm has partnered with more than 100 brands, including Shake Shack, First Watch, The Halal Guys, Nestlé, and Jeni’s Splendid Ice Creams.
