5 Yorkshire tourism and hospitality brands smashing their PR and socials
Emily Mukherjee, Consultant
We’ve shortlisted five of our favourite restaurants, bars and coffee shops whose PR and socials are setting them apart from the rest, getting more eyes on their business and customers to their table.
It’s a competitive time for hospitality, with many struggling to keep up with increasing costs.
Despite this, The National Office of Statistics have still cited restaurants and hotels as being one of the largest contributors to household spending in 2026, and Yorkshire’s hospitality scene seems to only be accelerating.
We’ve shortlisted five of our favourite spots whose PR and socials are setting them apart from the rest, getting more eyes on their business and customers to their table.
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Pom Kitchen, Sheffield
First is Pom Kitchen in Sheffield, an eclectic cafe with two sites in Sheffield, and more recently their own pop up in Selfridges. Known for their aesthetic baked goods and drinks, Pom’s social media has seen customers travel across the region to visit them.
Pom not only jumps on trends immediately, but owner Zora Hamaidia has seasonal content mastered. Whether it’s a festive twist on matcha lattes, Valentine’s gifting baskets and sweet but salty ice cream sundaes, Pom takes popular products and adds its own twist. Showcased on socials using a trending sound and great visuals, audiences are hooked.
Pom showcases an experience far beyond coffee and a cake, and they truly know their target audience inside and out. Pom’s Instagram has now reached over 35K followers, with Reels frequently shared 600+ times.
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Bake, Leeds
A little closer to home for us at Aberfield, Bake opened early 2025, but has instantly captured attention on socials, just as its sister businesses Things in Bread and Doh’hut continue to.
Founder Tom Stafford features in much of the social content, becoming a recognisable face behind his brand. Tom shows off a new bake, or cooks while he speaks to Bake’s followers, emphasising his passion and expertise in the industry.
There’s a real sense of authenticity in his chatty voiceover style, encouraging us to join his community. Bake recently launched casual pasta nights, transforming the bakery in the evening to serve a simplistic menu of fresh pasta.
With fewer of us happy to spend big on a meal out, Bake tapped into a market of consumers who want fresh, delicious food but in an informal atmosphere and without breaking the bank.
The result? Huge queues to join in the pasta evening, thousands of likes, hundreds of followers sharing their content, and comments demanding when Bake’s next event is.
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Greenroom, Leeds
First and foremost a bar, Greenroom’s collaboration with local Yorkshire based businesses and consistent social media presence has set them apart from the rest.
Whether you’re heading to their run club on a Saturday, a hot chocolate stop-off during Leeds light night, a Sunday lunch, or joining one of their Wednesday open mic nights, Greenroom’s socials demonstrate how they are an all-round destination from dawn until dusk.
When Netflix’s hit show ‘The Summer I Turned Pretty’ season finale came out, the team behind Greenroom utilised TikTok to tease the idea of a watch party. The response was huge, so much so that the venue went ahead with the event, which sold out overnight.
Their quick turn around and interaction with followers demonstrated the effectiveness of knowing what your audience is consuming, and how you can use social media reactively to get more eyes on your business.
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Shambles Kitchen, York
Up next is Shambles Kitchen, a ‘Hole in the Wall’ sandwich shop nestled on one of the UK’s oldest cobbled streets in York. Each sandwich is named after an infamous York character, drawing on the city’s history to appeal to the large tourist population.
The ‘Guy Fawkes’ sandwich even includes a lit sparkler, a gimmick customers continue to share on socials. This small but mighty spot has captured mass media attention, with The Guardian rating Shambles Kitchen in the ‘Top 10 best restaurants, delis and takeaways in York’.
Jesse and Will from TopJaw showcased their sandwich stop off during ‘48 hours in York’ to their 456K YouTube subscribers, along with foodie influencer RateMyTakeaway.
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Over and Above, Harrogate
Cocktail bar Over and Above has been named at spot 38 on Franklin and Son’s Top 50 Cocktail Bars.
Along with constant quality posts, great photography and engaging interviews with the team behind Over And Above, they strike a balance between coming across as both personable and credible mixologists.
Instead of shying away from competitors, Over And Above have embraced working collaboratively with other hospitality in North Yorkshire, reaching new audiences. Their tasting menu at Michelin starring Fifty Two Rudding Park saw the unification of two respected Harrogate based restaurants, attracting local media attention.
The takeaway
The thread that links these fantastic foodie venues together is they offer consumers a sense of community. Whether it’s a run club, local partnership, or exclusive event, more hospitality businesses are providing us a unique opportunity that feels personal and is sharable on socials.
On Instagram and TikTok they interact with their audience proactively, listening to what they want to see and jumping on community management instantly. Many have carved out a clear identity, showcasing the people behind the brand and inviting us to be a part of their journey – for the cost of a slice of cake.
At Aberfield, we help audiences connect with your brand or business through positive influence, crafting curated creative campaigns that allow you to stand out amongst the crowd.
Whether it’s content creation, social media management or public relations that gets you in front of the right people, get in touch to find out how we can support your business.
