Brand overview

Eat Out is South Africa’s premier restaurant awards and dining authority, underpinned by the Eat Out Restaurant Awards program. For over 26 years, it’s been the definitive voice in South African dining culture.

The brand’s foundation

• Heritage: 26 years of culinary expertise and industry authority
• Core business: Restaurant Awards and culinary recognition
• Revenue model: Sponsorship and advertising partnerships

Brand positioning

South Africa’s authoritative voice for restaurant recommendations and awards.

Our positioning is built on four pillars:

– Authority: over two decades of expertise in South African dining

– Chef-centricity: Industry-insider perspective on local restaurant and dining culture

– Excellence recognition: Premier awards for culinary achievement

– Industry depth: Unmatched access to the country’s top restaurants and professional insights

Brand personality

Eat Out character: Informed expert and eager storyteller with a friendly and inclusive spirit.

Eat Out embodies the confidence that comes from decades of experience. We bridge the gap between insider knowledge and accessibility, ensuring everyone—from seasoned food enthusiasts to curious newcomers—finds value in our perspective.

Eat Out’s voice

• Authoritative yet accessible – We know our stuff, but we’re not snobby about it
• Curious and enthusiastic – Genuinely excited about culinary discoveries
• Inclusive – Everyone belongs in the conversation
• Professional but personal – Expert insights delivered with warmth

We are never:

• Elitist or gatekeeping
• Overly casual or unprofessional
• Dismissive of different tastes or budgets
• Trend-chasing without substance
• Corporate or sales-focused

Brand values

Our values guide every decision and interaction:

Quality – what we seek in restaurant experiences

Consistency – how we assess restaurants

Attention to detail – the small things matter

Transparency – Open, honest communication with our audience

Authenticity – Genuine expertise and real experiences

Integrity – Unwavering ethical standards in all we do

Curiosity – Always seeking new culinary discoveries

Innovation – Embracing fresh perspectives on food culture

Sustainability – Supporting responsible dining practices

Inclusivity – Welcoming all voices in the culinary conversation

Growth – Fostering development in the culinary industry

Eat Out team culture

Excellence as our foundation
Just as we celebrate award-winning chefs and restaurants, we hold ourselves to the highest standards in everything we do. Every piece of content, every partnership, and every interaction reflects our commitment to being the best we can be.

Locally grounded, globally minded
Our culture is deeply rooted in South African restaurants while maintaining a sophisticated, international perspective, always informed and aware of trends in the industry.

Collaborative spirit
Our team culture thrives on shared knowledge, mutual respect, and the collective passion for discovering and sharing food and dining experiences.

We show up as a united front
We are a team who has each other’s backs. We do not compete or gossip and sabotage each other’s work. We work together in pursuit of the brand’s vision and mission. We always offer to help or support others on the team when they need it.

Innovation with authenticity
We embrace new ideas and fresh approaches while staying true to our core values.

We are professionals
We always behave with integrity and strive never to bring the brand, or ourselves into disrepute.

Eat Out’s brand voice in copy:

• Clean, direct language without promotional fluff
• Sentence case formatting throughout
• Focus on creativity and innovation, sustainability, industry upliftment, culinary excellence
• Concise structure with clear, actionable information
• Professional tone that’s accessible but authoritative
• Minimal brand repetition
• Utility-focused that clearly explains the value

Words we often use in our language and communications:

Consistency, excellence, quality, chef’s philosophy, credibility, transparency, elevated, technique, skills, attention to detail, refined, ingredients

Value framework: how Eat Out creates unique value

• Unmatched industry access: Direct relationships with South Africa’s culinary leaders
• Established industry knowledge: Professional insights gained over 26 years of operation
• Recognition authority: Established credibility in identifying culinary excellence
• Editorial integrity: Rigorous standards that build long-term trust and credibility

Words that define us: Influential | Premium | Refined | Trustworthy | Credible | Dependable | Excellence

Visual identity

Design principles

• Premium and aspirational: Reflects upscale dining experiences
• Fresh and contemporary: Current with design trends
• Food-focused: Hero imagery centers on culinary artistry
• Professional and polished: High production values
• Celebratory: Elevates South African dining culture

Photography style

• Beautifully plated dishes as hero imagery
• Professional food styling and lighting
• Contemporary restaurant environments
• Chef-focused storytelling through visuals
• High production value consistent with authority positioning

Editorial integrity framework

Our credibility is built on unwavering standards:

• No freebies or complimentary meals for exposure
• All scout, reviewer, and judge meals paid in full
• Anonymous dining protocol for all evaluations
• Clear distinction between editorial and sponsored content
• No supplied video content on Eat Out channels
• No brand logos in visual social media posts
• Rigorous and fair evaluation processes for awards

Revenue model – sponsorship

Awards partnership inclusions

• Event activations and experiences
• Special award naming association
• Print exposure in Eat Out Magazine
• Digital marketing campaigns (website, social, newsletters)
• PR and earned media (TV, radio, print, digital)

Content focus areas

Our editorial content centers on:

• Eat Out star restaurants and Special Award winners
• Chef-driven narratives
• Restaurant industry insights
• Culinary craftsmanship
• Innovation and creativity
• Sustainability
• Emerging culinary talent
• Drinks trends
• Industry growth and upliftment
• Design, décor and style
• Service excellence
• New restaurant openings

PLEASE NOTE:

Gifts and samples
We love supporting fantastic restaurants, produce and local food producers. You are welcome to send us samples of your great new product or items from a new menu you’re trying in your restaurant. We cannot, however, guarantee any reciprocation or airtime (on the Eat Out website, in print publications or on social media) for these items.

Paid-for content on Eat Out
There are two ways to attach advertising to content on Eat Out: native and sponsored content. Their characteristics are outlined below.

Native content
– This is editorial content that could exist on its own on the Eat Out site but happens to be linked to a client’s brand or product. Essentially a piece of native content is an independent article that would be published on its own strength, with or without advertising attached to it.
– Native content will adhere to Eat Out’s editorial policy, so it can in no way be changed to suit the client.
– If linked to a client, this content will have a subtle association with the brand and is in no way a hard sell. The client’s brand is there as a gentle suggestion to the reader. For example, the article might be “5 great places to order delicious brandy cocktails” and could, at the end, suggest that if you’re interested in buying your own brandy to make drinks at home, you could try Goldwater Brandy.
– The content of the article (including the wording, the images used, the restaurants mentioned, the sources contacted etc.) is independent, and will not be influenced by the client. This is vital to the editorial integrity of Eat Out; we want readers to trust the recommendations and information in the article. The story will not, for example, list bars that serve only Goldwater Brandy in its cocktails.
– It will be labelled “Brought to you by Goldwater Brandy” at the beginning of the article, with a short message by Goldwater at the end of the article.

Sponsored content
– This kind of content clearly pushes the client’s brand message or product throughout the copy.
– Eat Out staff may write/edit this content according to a brief supplied by the client, but it is not published as editorial.
– This is the only kind of content that can be edited to suit the client.
– The reader will know it’s a sales pitch before they even start reading the content.
– It is clearly labelled as “Partner content” in the title.

Do you have any questions about our editorial policy? Write to us at info@eatout.co.za.