In today’s crowded dining landscape, restaurants aren’t just competing on food — they’re competing on attention. A strong media presence on social platforms and within local communities can be the difference between a slow night and a fully booked reservation list. That’s where intentional PR comes in.
Modern restaurant marketing and PR is no longer just about press releases or grand openings. It’s about building relationships — with influencers, media, and guests — and creating consistent, compelling stories that keep your restaurant top of mind.
A thoughtful restaurant PR strategy helps shape perception, build trust, and ultimately drive traffic.
To break down how restaurants can navigate this evolving space, we asked Hilary Young, Head of Marketing at Back of House, and Ashley Dunn, Senior Marketing Manager at Back of House, to share their insights on everything from influencer partnerships to long-term brand growth and reputation management.
Hilary: Restaurants need to set expectations with influencers and set some ground rules to ensure everyone is on the same page.
There was a big story last fall about a food influencer who was basically “dining and dashing” at restaurants across NYC, racking up big bills and then claiming she couldn’t pay, and she would post to her Instagram about it instead.
It was a truly bonkers story, and she ended up getting arrested, but the moral of the story is this — restaurants and influencers should be upfront about how the process is going to work before an incident like that can occur.
Ashley: Restaurants are getting more than just a post from an influencer — you’re getting access to a community that is more apt to trust the influencer’s recommendation over brand content.
Ashley: Influencers are your top-of-funnel awareness. They drive demand and the want for your restaurant, but your operations still have to deliver.
Additionally, influencers should be representative of the range of demographics you want to see as patrons in your restaurant. Many consumers have stated they feel more positively about brands that represent a range of identities, and this extends to influencers.
Hilary: I think one of the top mistakes restaurants make is having assumptions about how the process will work, or assuming you’ll automatically walk away with a good social media post as a result of a collaboration. You can’t make assumptions about anything! Transparency is key to combating this.
I also believe that restaurant operators place too much emphasis on the effectiveness of social media, particularly since the algorithms have undergone significant changes over the past year.
My advice would be not to put all your PR and marketing eggs in one basket — diversify your efforts in how you are getting the word out about your restaurant.
Hilary: I’d only expect to see an influencer brief [a document outlining campaign goals, key messages, and expectations] if they have a massive following (think 50K followers and above), because they are in it for the money and have professionalized their operation as a result.
Influencers with fewer followers are called micro-influencers and might not have the same professional approach to social media. Many of them are doing it because they’re passionate about it, or as a side hustle, so you can’t necessarily expect a creative brief coming your way. In that case, you guide them by laying out what you want to achieve and asking them to send a few ideas you can weigh in on.
But it’s worth noting — micro influencers are often working for a free meal vs. pay, and they may not be as open to heavy collaboration. Know your own boundaries around creative control before committing.
Ashley: The brief should include the non-negotiables — whether that’s tagging the location or mentioning the vegan options — and then leave the “how” to them. The brief is also a place, in writing, for the restaurant to tell its story for the influencer to use when sharing with their followers.
Ashley: Hire for their style. If you love their vlogs and reviews, don’t ask them to change them. You chose them for a reason. I’d also suggest adding a clause that if they have a negative experience, they give you a heads up so you can address it before anything goes live.
Hilary: The same way you might expect an influencer to submit a creative brief, I strongly encourage restaurants to provide a one-sheet — a simple one-page document that outlines your brand story and campaign talking points. That way, you’re guiding without over-controlling.
Ashley: Vet their past content to ensure their values align with yours and to reduce the risk of partnering with someone whose content, behavior, or public controversies could reflect poorly on your restaurant. Always use a contract so you actually receive the content you agreed on.
Hilary: This is a tough one because there are never guarantees about what an influencer will say. My advice is to always bring your A game when it comes to customer service and experience, so people always leave your restaurant feeling good about it.
Hilary: Definitely comment on the post and apologize for the experience. Offer to have them come back to make it right. One caveat — run your comment by a few people first to ensure it can’t be misconstrued or weaponized against you down the road — then you’d really be canceled for good.
Ashley: Use the bad experience as a chance to learn and redeem yourself. Consumers crave transparency — so own it, fix it, and move on.
Ashley: A local micro-influencer with engaged followers is worth more than an influencer with 100K followers.
Hilary: Big or small, I always focus more on engagement levels than follower counts. For years, people paid other companies to buy followers for them or build bots that boosted their follower count — it was a real exercise in vanity.
As a result, I am always skeptical of follower counts and much more interested in how many people like their posts, share their posts, and leave (real, non-bot) comments on their posts. These are much better metrics to pay attention to than follower counts.
Ashley: Critical. A viral video from an influencer out of state doesn’t help your café. Look for creators from your neighborhood or general area within driving distance.
Ashley: Local media provides authority, whereas influencers provide aspiration. Media builds credibility, and influencers make the food and experience feel cool and desirable.
Ashley: Prioritize media for openings to build legitimacy. Prioritize influencers for menu changes or slower seasons. And always go where your ICP [ideal customer profile] is — corporate lunch crowds versus Gen Z audiences will require different approaches.
Ashley: Invite them back for the first taste of new menu items without always asking for a post. Focus on the relationship over the transaction. When they feel like part of the restaurant’s family, they’ll post organically — and that’s the most valuable PR.
Building visibility in today’s restaurant landscape takes more than good food — it takes intention, relationships, and consistency. A strong restaurant PR strategy isn’t about one-off campaigns, but about shaping perception over time.
When restaurants invest in authentic storytelling and balanced restaurant marketing and PR, they move beyond promotion and into connection. And that connection is what turns first-time diners into loyal regulars and long-term advocates.
If you’re looking to elevate your restaurant’s visibility, build stronger influencer relationships, and create a more intentional restaurant PR strategy, Back of House can help. From shaping your story to refining your outreach and restaurant marketing and PR approach, our team works with you to turn awareness into real, measurable traffic.
Contact Back of House today for a free consultation and start building a smarter, more effective path to long-term restaurant brand promotion.