These days with restaurant marketing budgets at reduced levels, the most cost effective form of marketing for any restaurant is using press releases to gain publicity in newspapers, radio, TV and now the internet. Using restaurant press releases not only saves the budget but articles about your restaurant build credibility and establishes key staff (such as the executive chef) as authorities on all types of culinary topics.

The first step in developing a relationship with the press is to create a press kit that will best present the restaurant. The folder will not only include the press release, but all material for the press to publish an article on your restaurant. I would suggest purchasing cardboard presentation folders with business card slip the same colour as your restaurant’s logo. Choose something classy that best represent your restaurant. Also purchase some glossy blank stickers which you can print your logo on to or if the budget allows, commercial printed.

Your restaurant press kit must stand out from the crowd, as editors of major magazines and newspapers receive a number restaurant press kits on a daily basis.

Ideally your restaurant press kit should include the following ;

1. Personal covering letter

A covering letter is a must and should be used to introduce the restaurant and chef. Its also a causal way of suggesting story ideas. This is also ideal time to invite the restaurant reviewer / writer for a meal. Make sure you provide in the covering letter your personal email address and mobile phone number so that you are easily contactable when they do wish to visit.

2. Fact sheet about the restaurant

This two page document should include specific information about the restaurant as well as basics like;

• Restaurant Name
• Address
• Phone
• Fax
• Website
• Email
• Key staff names (owner, chef, general manager, head waiter, sommelier )
• Outline of the restaurant concept
• Décor
• Seating capacity (including private rooms)
• Menu description
• Wine list description
• Average price per head.
• Public Relations contact information ( name, address, phone, fax and email information)

3. Current seasonal menu

Full menu including banqueting menus, set menus etc. If the menu changes daily then a detailed selection of dishes to highlight the style of the food.

4. Wine list 

The entire wine list should be included in the media list as well as information about the sommelier or who assembled the wine list. If the wine list has some notable wines its well worth highlighting these.

5. Staff biographies

An up to date biography on key staff including the owner, chef and sommelier should be included. Ideally they should be professional written and their images provided on the images CD.

6. CD of restaurant images 

Often major magazines and newspapers have their own photographers who they send out, however its best to send a CD of images with your restaurant press kit. I would recommend that any images included on the CD will have been taken by a professional photographer. All images supplied to the media need to be over 300dpi and at least 15cm wide. Maybe include large prints of two of photos in the kit, which are of interest.

Ideally you should include both portrait and action shots for the chef, sommelier and head waiter. Along with this include at least five dishes prepared by the chef, interior shots, exterior, bar and views. Also include a few shots that are unique to your restaurant.

7. Recipes by the Chef

As part of the restaurant press kit at least two recipes should be provided by the chef to show the style of the restaurant. Ideally these two recipes will be included on the images CD. This allows for the media to run a recipe by your chef as well as a restaurant review.

8. Previous newspaper and magazine articles about the restaurant & chef 

Be sure to include two or three previous articles which have been written about the restaurant or the chef. This gives the restaurant reviewer /writer an idea of what the restaurant is like from another point of view. Obviously only include glowing reviews.

9. Summary of restaurant awards

It’s a good idea to include a one page of the awards the restaurant has won over the past three years. Most restaurant reviewers / writers will have a good idea of the awards, however its always good to provide a summary and refresh their memory.

Apart from hard copies in your restaurant press kit, be sure to make PDF copies of everything so they can be emailed. There could journalist on the other side of the world who is doing a review about your restaurant.

Benjamin Christie's Australian Food, BBQ Recipes and Australian Recipes feature bush tucker ingredients like lemon myrtle and wattleseed. Check out recipes like shrimp on the barbie, anzac biscuits, lamingtons and banana bread. 

Food Service professionals will be interested in his chef blog as well as articles on menu planning, food photography, cooking kangaroo, menu engineering and food costing.