How to launch a new restaurant

1. Establish a strong foundation

Understand your audience & market

To make a restaurant launch work, you need in-depth audience insight to make sure you can tailor your PR campaigns effectively. For a restaurant launch, this means diving into local demographics in the area of the new restaurant, for example, Manchester, and looking at ages, spending power, food preferences and dining habits. Use market research, competitor audits and local survey tools to capture the pulse of Manchester’s diners and eating habits trends.

Define your Unique Value Proposition (UVP)

What makes your restaurant truly unique? You’ll want to craft a UVP that shines through all communications. Whether it’s sourcing heritage Cheshire produce, spotlighting Mancunian fusion dishes, or designing an immersive dining experience, let that defining hook lead your PR.

2. Build a compelling brand story

Narrative-driven messaging

As with all news, it has to have a big story to tell —sharing founder motivations, ingredient locations, and local community ties can all help make your launch more newsworthy. For example, a Manchester-born chef reviving forgotten British dishes using regional suppliers makes for an authentic story which will resonate with press, bloggers, and diners alike.

Develop a professional press kit

Creating a robust press toolkit can really hook a journalist. It should include:

A powerful press release announcing the launch

High-resolution imagery (interior shots, dishes, headshots)

Founder profiles

Storytelling narrative and UVP

Key menu details and partner/supplier highlights

3. Media outreach & influencer collaboration

Engage local & national food media

You’ll want to secure media attention across multiple verticals, so begin early by pitching exclusive previews to the local area food writers and outlets (e.g., for a Manchester-based launch, reach out to Manchester Evening News, Foodism, and Olive magazine). Offer tastings or embargoed news to build anticipation.

Launch influencer and blogger partnerships

It’s also great to harness social media and get influencers involved. Work with Manchester micro-influencers who align with your brand values—such as sustainability, design or local sourcing. Invite them to pre-launch soft openings in exchange for content, boosting early excitement with their following.

4. Launch events & creative stunts

Host a memorable launch event

If you want a launch to remember, have a launch event that creates media momentum. Consider:

A VIP evening featuring local press, influencers, and community influencers

Tastings of signature dishes and cocktails

Live elements (music from Manchester artists, chef demos). Ensure the event matches your brand identity and conveys strong Instagrammable moments.

Use creative PR stunts

With expertise in “creative stunts”, you can grab more attention. For instance:

A pop-up “taste teaser” on Deansgate or just outside Piccadilly Station

Branded foodbike delivering tasters in Spinningfields

Interactive window displays counting down to the launch

These generate both physical footfall and social media chatter.

5. Content & social media strategy

Develop a high-impact content plan

Content is at the heart of all strategy  . Tactics include:

Short videos featuring chef journeys, dish creations, or supplier stories

Chef Q&A posts on Instagram Stories

Blog posts exploring seasonal menu themes

Leverage user-generated content (UGC)

Once open, encourage diners to tag or post, perhaps via an Instagram giveaway for “best photo with #YourRestaurantX”. This adds authenticity and broadens reach.

Paid social & targeted ads

If your restaurant is targeted at those between 25 & 45, then target ads to local-based foodies aged 25–45, focusing on interests like “restaurant openings” or “fine/speedy/new dining Manchester.” Use carousel ads with appetising visuals and call-to-actions to reserve or attend the launch.

6. Strategic press coverage & partnerships

Sample delivery to editorial tastemakers

Create a launch model and send examples of menus or signature dishes with branding to media contacts. Include a press kit and invite them for review pre-launch. Consider tiered mailings—top food editors, lifestyle journalists, then bloggers.

Collaborate with local partners

At Peppermint Soda, we often use cross‑sector tactics. Collaborate with:

Local breweries for beer-night tie-ups

Artisan bakers for brunch pop-ups

Manchester artists for the launch art showcase in a restaurant. These expand audience reach across communities.

7. Influencing consumer trust & credibility

Secure early reviews and features

Credibility will get you earned coverage. Pitch exclusive features to journalists or trend pieces (e.g. “New wave of Mancunian fine dining”). Offer restaurant tours before opening to build rapport.

Use thought leadership

Leverage the chef or owner as a food commentator. Publish op-eds on Manchester’s culinary scene or future sustainability in hospitality. Peppermint Soda’s B2B capabilities highlight the power of thought‑leadership beyond consumer PR.

8. Crisis planning & reputation management

Have a crisis strategy in place

No one wants a crisis, but it’s always good to be prepared. For restaurant launches, possible issues include negative reviews, food safety issues, or supplier delays. Prepare:

A statement in advance for press supply

Social templates for responding to reviews

Clear chain-of-command and approved messaging

Train spokespersons

Give your chef and owner media training— at Peppermint Soda, we can conduct sessions  —covering interview technique, handling questions, and living the brand narrative.

9. Post-launch momentum

Continue media engagement

Restaurants don’t drop off post-launch. You’ll need an ongoing PR model to keep the momentum going. Post-launch tactics include:

Monthly menu updates with seasonal themes

Exclusive tasting events (e.g. Valentine’s Day, Christmas)

Storylines around charitable initiatives or staff profiles

Focus on performance metrics

To keep track of how the launch is performing in the media, you will want to focus on metrics. Track:

Media mentions (quantity + quality)

Social engagement and UGC

Booking trends (pre/post PR efforts)

Website and booking traffic

These metrics help refine ongoing activity—what’s working? What’s not?

10. Integrate sales, PR & marketing

Synergise PR with bookings and sales

You want to ensure that your PR efforts drive measurable actions:

Include the reservations link in all stories

Use promo codes exclusive to media/influencers to track ROI

Align PR peaks with email marketing pushes

Build loyalty via follow‑up campaigns

After launch, send well-timed PR follow‑ups: e.g. “Chef’s special autumn tasting”, “Meet the brewer” nights, or “Charity dining event.” Keep the narrative fresh and appealing.

Our Final Thoughts

Launching a restaurant requires more than just cooking great food. You need:

1. A clear story and UVP
2. Strategic media and influencer partnerships
3. A memorable launch event
4. Smart content and social coverage
5. Continuous engagement post-launch
6. Crisis readiness and ROI-driven tracking

Want to know more? Contact us today – [email protected]