PR professionals in the restaurant industry constantly navigate external disruptive threats. Recently, the unforeseen challenges have become more unique in nature. Whether it’s tariffs, regulatory shifts, extreme weather, supply chain shortages, or geopolitical conflicts, these external threats can have immediate consequences on pricing, operations and customer loyalty.
Anticipating the depth of the 2025 incursions on communications strategies simply wasn’t possible. But, what is predictable is the three outcomes sought as these external threats apply pressure: shaping the narrative, preserving customer trust and reinforcing reputation.
PR pros can use a straightforward approach to help restaurant brands (as well as other industries) handle today’s external threats to get the best possible outcome.
Helping Restaurants Control the Narrative During Industry Disruptions
Coming face to face with 2025 external threats is just about a certainty—PR professionals need to leverage their expertise to get ahead, control the narrative when needed, and sustain or enhance positioning as trusted voices.
Here’s an example of messaging practices to guide your organization and/or client companies through an effective messaging strategy:
- Acknowledge the issue: "We understand that tariffs may impact the cost of your favorite products."
- Explain the impact: "This means we will be [action or change] starting [specific date]."
- Provide action steps: "Here’s how we’re supporting you through this change."
- Invite engagement: "We’re here to answer questions—visit our Q&A portal online or speak to a team member."
While this framework is a strong starting point, communicators must tailor their approach to suit various audiences. Customers need reassurance that their experience will meet their expectations, even in the face of disruptions. On the other hand, employees and business partners seek clarity on how changes will impact their roles.
Navigating Rising Food Costs and Tariffs
Few industries feel the pressure of global price fluctuations like restaurants. Tariffs on imported goods, ongoing inflation, and commodity shortages have driven up the cost of staple ingredients like eggs, avocados, coffee and more. While the restaurant industry is forced to make tough decisions—such as adjusting menu prices or tweaking portion sizes—PR professionals must guide their clients in communicating those changes in ways that build understanding, not backlash.
Rather than quietly implementing price hikes, brands should consider proactive messaging that ties changes to broader values like quality, transparency, and commitment to guests. For example: “We’re proud to serve meals made with fresh, high-quality ingredients. As food costs continue to rise, we’ve adjusted some prices to ensure we can continue delivering the experience you expect, without compromising on what matters most.” This type of honest, value-driven communication can turn a difficult pricing conversation into a moment of trust-building.
The most efficient PR teams are prepared with messages that proactively address disruptions while reinforcing their clients’ core values. Take McDonald’s, for example—when rising egg prices became a major industry concern, the brand didn’t just reassure customers; it also spoke directly to the industry. Through a LinkedIn post from its North American Chief Impact Officer, McDonald’s clarified its stance on egg pricing, emphasizing its commitment to affordability and ethical sourcing. Engaging in the broader industry conversation allowed McDonald’s to establish itself as a leader, helping guide consumers and all stakeholders through the crisis.
Message Received: Choosing the Best Communication Channels
Face-to-face communication is a highly effective way for clients to provide clarity and address concerns among guests and key stakeholders. For example, when a regulatory shift affects labor laws, wages, or operational procedures, host in-person or virtual Town Halls. You can also share anonymous Q&A sessions where staff can discreetly express concerns.
Restaurant guests frequently engage with brands across multiple digital touchpoints. PR pros should maximize effectiveness by tailoring their online communication to the appropriate audience. Loyalty program members, for instance, could appreciate a push notification and email acknowledgment of changes due to unprecedented circumstances while reaffirming brand commitment: "We’re making adjustments, but your perks are here to stay!"
An effective strategy could be a dedicated FAQ page or online question submission form, making it easy for customers to find answers and eliminate the opportunity to make assumptions. Take it a step further by forming a communications task force dedicated to tracking social engagement to respond quickly to comments or questions.
Cracker Barrel’s response to rising egg prices is a great example of choosing the right communication channel. While some brands faced media backlash for quietly adding surcharges, Cracker Barrel leaned into its brand values and addressed the issue directly on Facebook, where much of its older customer base is most active.
When guests express concern—especially in the comment sections of Facebook or Yelp—it’s important to prepare your clients with thoughtful, empathetic language. Direct acknowledgment can go a long way: “We hear you. We know costs are up everywhere, and we’re doing our best to keep your favorites accessible, while still supporting our team and suppliers.” These conversations may be uncomfortable, but they’re also opportunities to reinforce brand values and build trust during a time when consumers are seeking honesty more than ever.
To connect with a broader audience, leverage strategic communication channels that extend beyond customer-facing platforms. For instance, trade shows and industry conferences, such as the National Restaurant Association Show, provide opportunities to discuss pressing challenges and engage with peers on shared solutions. Additionally, other options like media interviews and thought leadership articles for industry-facing platforms like Restaurant Business or Restaurant Dive position executives as authoritative voices.
Measuring and Adjusting Your Communication Strategy
In times of change, a well-executed communications strategy isn’t “one and done.” Communicators that monitor audiences and adapt their approach can turn challenging moments into opportunities to strengthen reputation.
Communications teams must track customer sentiment, which can be assessed through social media mentions, direct customer feedback, and trends in online reviews. A surge in negative sentiment may signal a need for clearer messaging or a different communication channel.
Engagement metrics also provide critical insights. Email open rates above 20% and click rates exceeding 2% indicate that messaging and media in emails are capturing attention, but these numbers should guide ongoing improvements. A/B testing different subject lines, email formats, and framing strategies helps you determine what resonates most with target audiences. For instance, testing subject lines like “We’re adjusting to new regulations—here’s what it means for you” versus “Important Update: Industry Changes” can reveal which tone offers more reassurance and reinforces loyalty.
PR professionals may not have control over disruptions, but they do have control over how to communicate those changes with key stakeholders. More shifts are likely on the horizon, but by shaping the narrative, choosing the right communication channels, and continuously refining your approach, you can weather any unexpected change.
Jamie Izaks is President of All Points Public Relations.