Rant: Can A Restaurant Get Too Much Publicity?

Some people would prefer that their favorite restaurants stay under the radar, avoiding publicity, so that the restaurant never became too crowded, and that they would always be able to get a table. However, that selfish attitude does a significant disservice to the restaurant, which needs to attract sufficient customers to survive and thrive. 

Sometimes a restaurant receives a multitude of positive reviews and many mentions in the media. All that attention does make it more difficult to obtain a reservation. You often need to make plans weeks, if not months, ahead to secure a reservation. This means some people will complain that all that publicity has ruined one of their favorites. However, does that mean the restaurant doesn't need additional publicity? 

As I mentioned in an article last December, Nightshade Noodle Bar, in Lynn, is one of my Top Three Favorite Restaurants. Earlier this year, the James Beard Foundation chose Chef Rachel Miller as a finalist in the category of Outstanding Chef. She competes against chefs from New York, California, Michigan, and Washington, D.C. This is a great honor and I'm hoping that Chef Miller wins this prestigious award. 

Prior to this announcement, Nightshade Noodle Bar had already received lots of publicity, including receiving a Five Star review from the Boston Globe. Since the announcement, Nightshade Noodle Bar has received much more media attention. So, it's far more difficult now to secure a reservation at this superb restaurant. At the start of each month, reservations open for two months out. For example, on May 1, reservations for July opened up. And reservations fill up very quickly. The more flexible your plans, the better your chance of getting a reservation.

Now, despite the fact Nightshade Noodle Bar is so popular, booked a few months out, does that mean they don't need additional publicity? Hell, no! Especially in these tough economic times, all restaurants need as much publicity as they can obtain. It's a very tough industry, and we've already seen too many restaurants close during the last few years. Currently, a couple of the major problems facing all restaurants are obtaining a sufficient number of employees and dealing with high food costs. And there are plenty of other issues they are confronting as well.

In addition, people sometimes cancel their reservations, sometimes with little to no notice, at the last minute, and restaurants aren't always able to refill those spots. Plus, media attention can be fickle, and although a restaurant might receive plenty of attention for several months, the media might then move onto another restaurant to triumph. Thus, no restaurant can receive too much publicity. To survive in these trying times, they need all the help they can get. Having difficulty getting a reservation is a small price to pay for your favorite restaurant to survive. 

I've got a reservation for Nightshade Noodle Bar at the end of July, as that's where I wanted to celebrate my birthday this year. I'll be there with family and friends, and we will celebrate well. I already know we'll enjoy a compelling dining experience, as the restaurant, on all levels, is consistently excellent. I want Nightshade to succeed and thrive, so it deserves as much publicity and attention as it can get. And I feel the same about all of my favorite restaurants. They can never get too much publicity and attention.