Great hospitality PR isn’t just about coverage, it’s about culture, community and creating moments people can taste, share and remember.
At LUYA, we’ve helped restaurants turn local buzz into national conversation, blending storytelling, social and strategy to make brands unmissable.
Here are three standout wins that show how the right story (and strategy) can fill seats, build reputations and keep people talking long after launch day.
How collaboration turned a local food scene into a national talking point.
When it came to food cities, Chester wasn’t always front of mind…until now.
Our brief: elevate Chester’s reputation as a national foodie hotspot. Working with retained clients twenty-eight and Upstairs at the Grill, we set out to showcase the city’s culinary talent and prove it could rival any UK destination.
Partnering with Visit Chester, Avanti West Coast and local food tours, we curated a high-impact press trip that brought national journalists right to the city’s doorstep.
Coverage poured in from The Independent, Sainsbury’s Magazine and Delicious, while heavyweight critics including Giles Coren, William Sitwell, Jay Rayner and Tom Parker Bowles followed with visits of their own, each giving Chester a well-earned spot in the national food conversation.
TAKEAWAY: Destination PR thrives on collaboration. When local businesses, media and partners align behind one story, it creates momentum that no single campaign can buy. Sustainable success comes from shared goals and consistent storytelling, not one-off stunts.
How a London icon launched up north and made Leeds talk.
When Cinnamon Kitchen, founded by celebrity chef and pioneer of contemporary Indian dining, Vivek Singh, chose Leeds for its first Northern restaurant, it wasn’t just another opening… it was a statement.
To make it unmissable, we took the brand to the streets. A branded tuk tuk toured the city handing out chai, tote bags and golden dining tokens, sparking curiosity and conversation ahead of launch day.
We secured a BBC interview with Chef Vivek Singh, a double-page feature in The Yorkshire Post Magazine and a video interview for Welcome to Leeds. On social, content reached 140,000+ views and drove a 426% follower increase.
The launch event brought together press, radio and influencers, making it feel like a city-wide celebration, not just a brand expansion.
TAKEAWAY: Successful expansion isn’t about replicating what works elsewhere, it’s about becoming part of the local story. By listening, engaging and celebrating the people and culture around you, your brand earns its place in the conversation. When you feel like part of the city, not a guest in it, the buzz comes naturally.
How one independent pizzeria made regional noise with a big-hearted story.
Three months. One independent pizzeria. A lot of Neapolitan passion.
Our job? Turn Chester’s much-loved Stile Napoletano into a regional name through smart media outreach and thumb-stopping social.
We landed 69 pieces of coverage reaching 3.4 million people, alongside targeted influencer visits driving 118K+ views and 9.6K engagements. A bold seasonal menu campaign, content
shoot and giveaway added a 25% increase in new followers, while a filmed feature with the Liverpool Echo brought even more local buzz.
The results spoke for themselves, increased visitors, sold-out weekends and new collaborations with high-profile creators. Stile became one of Chester’s must-visit foodie spots.
“The campaign, complete with content shoot and Instagram giveaway, created a real buzz and brought new guests through our doors. We’ve seen a genuine uplift in awareness and footfall and it’s had a noticeable impact on the restaurant.” Giacomo Guido, Owner, Stile Napoletano
TAKEAWAY: You don’t need a long campaign to make a lasting impact. With clear goals, sharp targeting and the right story, even a short, focused burst of PR and social activity can create serious momentum and measurable results
Whether you’re a new concept, a local favourite or a brand going national, we know how to make people talk… and book.
