If you own an independent restaurant, you’ve probably done this:

You launch something new.
You post it on Instagram.
You send an email.
You tell your regulars.

And then… it fades.

The problem isn’t the announcement.

It’s the reach.

A press release takes what you’re already doing and puts it in front of people who don’t follow you yet — and in front of search engines that influence where guests decide to eat.

This isn’t about hype.
It’s about visibility that lasts.

Let’s break this down clearly.

1. Press Releases Expand Your Audience Beyond Social Media

Social media mostly reaches:

• People who already follow you
• Guests who already know your brand

A press release can reach:

• Local media
• Food bloggers
• Industry publications
• Regional news outlets
• People searching online

That means new eyes.

And new guests.

2. They Build Instant Credibility

Imagine someone Googles your restaurant.

They see:

• Your website
• Your Google reviews
• And two or three online articles about you

That changes perception.

Media coverage creates authority.
Authority builds trust.
Trust influences dining decisions.

According to consumer research shared by Think With Google
https://www.thinkwithgoogle.com/

Guests rely heavily on trusted digital signals before choosing where to spend money.

Press mentions strengthen those signals.

3. They Improve Local SEO Over Time

Here’s where this becomes practical.

When your restaurant is mentioned across credible websites, it creates:

• More references to your name
• More indexed pages tied to your brand
• More digital trust signals

Local search visibility improves when your business is consistently mentioned online.

BrightLocal’s local search studies
https://www.brightlocal.com/

continue to show that authority and consistency influence rankings.

Press releases help build that footprint.

4. They Turn One Moment Into Long-Term Visibility

A social post lasts days.

A press release can live online for years.

That means:

• A grand opening stays searchable
• A chef announcement stays discoverable
• A seasonal event builds lasting visibility

This isn’t short-term attention.

It’s long-term presence.

5. They Support Catering and Event Growth

Press coverage strengthens:

• Private dining credibility
• Catering inquiries
• Corporate bookings
• Wedding and event decisions

When event planners search your restaurant and see media coverage, it lowers hesitation.

You look established.

That matters in high-ticket decisions.

6. They Strengthen Brand Positioning

Press releases help define:

• Who you are
• What makes you different
• What you specialize in
• What you’re known for

Instead of letting guests define your brand through reviews alone, press coverage helps you shape the narrative.

7. They Create Compounding Marketing Value

One press release can fuel:

• Website content
• Social posts
• Email campaigns
• “As Seen In” sections
• Sales conversations

It multiplies content without multiplying effort.

Step-by-Step: What an Agency Actually Does Behind the Scenes

Most restaurant owners think a press release means:

“Write something and send it out.”

That’s only part of it.

Here’s what actually happens when it’s handled correctly.

Step 1: Identify the Real Story

An agency first asks:

• Is this newsworthy?
• What’s the local angle?
• What makes this different?
• Why should media care?

The angle is everything.

Step 2: Structure It for Media Pickup

Press releases follow a format journalists recognize:

• Strong headline
• Clear summary
• Supporting details
• Quotes
• Context
• Background

It must feel like news — not marketing.

Step 3: Optimize for Search

Modern press releases are written for both:

• Media
• Search engines

That includes:

• Relevant keywords
• Location signals
• Proper formatting
• Clean structure

This strengthens your digital presence.

Step 4: Distribute Strategically

This is where DIY efforts fail.

Agencies use:

• Digital distribution networks
• Media databases
• Targeted outreach

It’s not about blasting it everywhere.

It’s about placing it correctly.

Step 5: Monitor and Leverage Coverage

Once coverage happens, it can be used in:

• Social media
• Website credibility sections
• Catering proposals
• Event sales decks
• Email marketing

One press release can support marketing for months.