LFTL - Beyond the Nomination: Bringing in Customers With Media Mentions
As awards season ramps up, the spotlight turns toward the restaurants, chefs, and bars making waves in the industry. Whether you're on the short list for a James Beard Award or featured in a local dining roundup, every media mention is a marketing opportunity waiting to be maximized. A chance to put butts in seats, as they say.
This month, we’re joined by Erin Como, journalist, reporter, lifestyle host, and seasoned media pro, to discuss how restaurant owners and operators can turn press coverage into profit. Erin shares how to make the most of not only big nominations but any media mentions, what to expect from your publicist if you have one, and — most importantly — how small businesses without PR support can take media wins into their own hands.
Harmony: For restaurants with publicists, what should owners expect during award season — and how can they ensure their team is capitalizing on every opportunity?
Restaurants with publicists should expect opportunities to get their brand and story in the spotlight. They should anticipate an increased presence on social media, more television, radio, and podcast appearances. This is a time to highlight your nominations leading up to the award announcements and remind audiences who you are and why they should support. To capitalize on these opportunities - plan and strategize!
Make sure you isolate members of your team who will be on camera for social media and traditional media appearances. Invest in media training and make sure they know how to tell the story, get the important talking points in the interview, and that they’re capable of doing interactive cooking and drink making demos. Win or lose the award - this is a time to celebrate your achievements and create buzz!
Harmony: What are some common ways media mentions go underutilized, and how can operators avoid those mistakes?
First of all, you want to make sure you are prepared for live or recorded media appearances. Make the most of the on camera time by sharing your wins and brand story - the more engaging and polished the spot, the more likely you are to get invited back for more appearances outside award season. In addition, make sure you save any and all media appearances, mentions in print, and positive shoutouts on social media from respected sources. Share them on your social pages, websites, and newsletters. Consider the media mentions a proof of performance sizzle reel. Save them for self promotion or to show big media outlets that you are capable of handling media spots on the national stage as well.
Harmony: What advice do you have for small restaurant teams who don’t have PR representation but still want to get noticed — or maximize coverage when they do?
It is important to post regular content on social media to build up a following. Isolate a member or members of your team who can share the posting responsibility, but make sure everyone is on the same page about what type of content you want to share and the brand story. Write a press release about the restaurant and send it out to local news stations and publications. Also reach out to podcasters and content creators for more coverage.
When you do book a television spot, make sure you have a media trained person representing the restaurant. You worked so hard for the opportunity, you want to make the most of it! Make sure the set is dressed with branding and an appealing setup, that you know how to get your key talking points into the segment, and make sure you save and share your moment. If you don't have PR representation, it can greatly help you organize your brand message and prepare for interviews if you can budget to work with a media consultant to help point you in the right direction.
Harmony: How important is speed and timing when it comes to reposting or promoting a mention? What are the top 2-3 places to share the news and how many posts are appropriate?
I think the sooner you can repost or promote a mention the better, however if it's a big and important mention feel free to share more than once over a longer time span. I'd post across all social platforms, plus your website and newsletter (if you have them)- It's important to make a big deal out of your wins!
Harmony: What types of media mentions — big or small — are actually most valuable for driving guest interest or bookings? How should restaurant operators think about the value of local press versus national recognition — and what different impacts can each have on their business?
All press opportunities are important in my opinion. National recognition is very prestigious and it helps to elevate the brand platform, but local news coverage is just as important for driving local guest interest! For example, if a local publication or television station features you with favorable coverage that can really help to drive immediate eyes on your restaurant and bookings from the community.
Harmony: Are there simple, effective things every restaurant should be doing on social media to amplify awards or press features?
Consistency on social media is key! Make sure you keep your audience engaged by daily or at least weekly posts across all platforms. If you have the budget, outsource social media to a dedicated expert to help elevate your brand. If not, do the best you can staying up to date with posts. Regardless, celebrate your award nominations and press features by sharing the information with as large of an audience as you can!
Some excellent insights from Erin here, we think. Whether it's a James Beard nomination or a small shoutout in a local blog, every media mention is a chance to put your brand in front of potential guests in a positive way. By sharing wins with confidence and consistency — especially on social media and in-store — operators can generate buzz, drive traffic, and build credibility in competitive markets. Smart media strategy isn’t about hiring a PR team; it’s about using the spotlight to fill seats and strengthen your brand. Don’t let great press go to waste — promote it with pride and purpose.