In a recent episode of Digital PR Explained, Junipr founder and CEO Samantha Flynn sat down to share her insights on launching new restaurants in busy food scenes—and how strategic PR can make or break a debut.

With nearly two decades of experience and deep roots in Chicago’s hospitality industry, Samantha knows exactly what it takes to cut through the noise and get people talking (and dining). Her advice? Think beyond opening day. The most successful launches are mapped out in three intentional phases.
 

Phase 1: Pre-Launch – Build the Buzz

Samantha starts with what she calls the “quiet hustle”—laying the groundwork before doors open. This includes:

• Crafting a clear, compelling narrative around the restaurant concept 
• Tapping into local influencers and food writers early 
• Seeding behind-the-scenes content that teases what’s to come 

The goal? Get people emotionally invested in the story before the first plate is served.
 

Phase 2: Launch – Capture the Spotlight

This is the moment when it all comes together. Samantha recommends:

• Coordinated press events or soft openings for tastemakers 
• Consistent messaging across all media and brand touchpoints 
• Social media momentum with timely, engaging content 

During this window, strong PR can amplify reach and set the tone for future success.
 

Phase 3: Post-Launch – Keep the Momentum Going

Too often, restaurants go quiet after the launch. Samantha stresses the importance of staying visible:

• Pitching stories tied to seasonal menus or chef features 
• Staying active in the community (think local events or partnerships) 
• Continuing to foster media and influencer relationships 

One of Junipr’s recent clients earned a Bon Appétit feature months after launch—proof that good PR doesn’t stop when the ribbon is cut.
 

It All Comes Back to Relationships

At the heart of Samantha’s strategy? Relationships. She reminds restaurateurs that PR isn’t just about media hits—it’s about building trust:

“The media landscape is changing fast. But relationships? They’re timeless.”

Whether you’re opening your first café or expanding your culinary empire, Samantha’s message is clear: success in a competitive food scene starts with intentional storytelling and consistent visibility.