Restaurant 101: Restaurant news vs. restaurant reviews

August 3, 1:10 PMRestaurant ExaminerShelley Owens

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Restaurant news vs. restaurant reviews; and why it's important

Restaurant news

 A news item is a fact-based report usually based on a current event. A restaurant news writer may quote others on their opinion. But the writer usually does not offer their own opinion.

For example, Cindy Tickle, National Starbucks Examiner, wrote this news report about Starbucks’ new “un-Starbucks” store, a new concept called 15th Ave Coffee & Tea that the company is rolling out in Seattle.

Starbucks opens its first 'un-Starbucks' store, 15th Ave Coffee & Tea

Restaurant reviews

A restaurant review is an opinion-based report in which a trained and experienced food critic dines at the restaurant they are covering and offers details about their experience. The reviewer includes information and opinions about their food and drink selections, other menu selections, the costs, level of service and ambience among other experiences.

If a reviewer has a bad experience, they will usually go back for one or more additional meals before writing about the restaurant. This is to confirm that problems they encountered on their first visit either were, or were not, anomalies.

For example, Kellie Speed, East Coast Restaurant Examiner, wrote this review of Sushi Roku in Scottsdale.

Sushi Roku dazzles Scottsdale

Why the difference is important

Readers often choose a place to eat based on what they read in the paper or online. If they make that selection based on a news report rather than a review they may be disappointed when they visit. This is especially true if the restaurant was in the news because it is new and an inexperienced staff finds itself overwhelmed by diners.

Restaurateurs need to know the difference for a good reason: free publicity.

A good review is an important source of free publicity. Restaurants may only get one chance at a good review. If you know what the reviewer is looking for, you can create goals to improve the areas in which your restaurant is lacking. And goals give you control in an area in which you may feel powerless.

Reviewers don’t give poor marks if you don’t have “white tablecloth” service. But don’t expect a good review if the table is sticky or there is salt scattered under the condiment stand and on the bench.

Get to know your reviewers. The local reviewers carefully hide their identities. But you can know what they expect by following them in print and online. What reviewers expect is what your diners expect.

A neutral or good news report is also free publicity. At a time when ad budgets are stretched, free publicity is a big help.

Get to know the names and contact information of the business reporters who cover restaurants in your area. If you have a major change, call them or email them and volunteer the information. Most will appreciate the scoop if you are opening a second restaurant or moving to a new location.

Become a local expert they will call when they are covering a larger story in your area or industry.

Has there been some change in your local industry? Call or email the reporter.

Instead of financing through a bank or CIT or AIG, did you put together an alternative plan to finance your business? You have a point of view that will be valuable to a reporter thinking about writing a story about lending problems in this economy.

Do you buy produce from an organic source or a local farmer? You are part of a major food industry trend. Call your local restaurant writer to discuss this topic. They may be planning a story.

Yes, networking with reporters or reading their stories online takes time. But how much does an advertisement cost? Can you spend that time to avoid spending more money?

Most reporters don’t respond well to weekly press releases about every menu item change you make. Because of the ‘boy who cried wolf dilemma’ the more press releases you send to the same reporter, the more likely all of your press releases will be ignored.

But the occasional and well-timed opinion is welcome; especially if it helps the reporter gets some newsworthy item into print. If it doesn’t make print, there are myriad reasons including breaking news, you were just quoted a couple of months ago or the idea was overridden by an editor. Don’t be upset. Just make sure the reporter has your contact information so he or she can call you the next time they need an opinion. Your opinion.

A word of caution: Don’t talk badly about another operator or any other person unless you have confidence your comments won’t make it into print.