Brand Tone

Passionate & Authentic, Honest & Simple, Rustic & Relaxed, Knowledgeable & Chef-Led, Community-Focused, Resilient & Adaptable

Brand Values

• •Freshness
• •Quality
• •Sustainability
• •Locality
• •Honesty & Transparency
• •Experience
• •Education

Best Practices

• •Prioritize Freshness & Locality: Always lead with the core values of fresh, locally sourced, and seasonal seafood. Use terms that evoke this, like "today's haul," "just landed," "North Sea's best."
• •Be Honest & Transparent: If a popular item isn't available due to catch, explain why. This reinforces the commitment to freshness and seasonality rather than a static menu.
• •Use Passionate & Evocative Language: Words like "incredible," "stunning," "delicious," "vibrant," "bursting with flavour" can convey the quality and enjoyment of the food and experience, mirroring positive customer reviews.
• •Maintain a Friendly & Approachable Voice: Even when describing more refined dishes at the Shop, the underlying tone should remain welcoming and unpretentious, reflecting the founders' original passion.
• •Showcase the Experience, Not Just the Food: Describe the unique atmosphere – the "good-time shack on the beach," the firepits, the views, or the "more civilised" but still chef-led vibe of the Shop. Let the copy transport the reader.

Social Perception

Highly Acclaimed, Destination Dining, Authentic Seafood Experience, Worth the Price (and the Queue), Good-Time Atmosphere, Passionate & Dedicated Owners/Staff

Copy Examples

• •Instagram Post (Shack Focus): Straight from the North Sea to our grill. Today’s catch is looking incredible – come taste the freshest seafood Tynemouth has to offer, right here on King Edward's Bay. When it's gone, it's gone! #RileysFishShack #FreshCatch #TynemouthEats #SupportLocal
• •Website Banner (General): Riley's: We're all about the fish. Honestly sourced, simply cooked, sustainably enjoyed. Discover the taste of the North East coast. #SimplySeafood #SustainableFishing #NorthShieldsFish
• •Facebook Ad (Shop Focus): Looking for an exceptional seafood dinner? Riley's Fish Shop in Tynemouth village offers a chef-led menu celebrating the day's best catch in a relaxed, refined setting. Book your table and taste the difference. #RileysFishShop #TynemouthDining #FreshFishDaily #SeafoodRestaurant
• •Local Press Ad: Riley's: More than just a meal, it's a true taste of our coast. From our iconic Fish Shack on the beach to our welcoming Fish Shop in the village, experience seafood at its finest – fresh, local, and always delicious. #LoveTynemouth #LocalSeafood #RileysExperience
• •Menu Description Snippet: Our menu changes daily, dictated by the morning's auction at North Shields Fish Quay. This means you're always getting the freshest, most seasonal fish, cooked with passion and respect for the ingredient. Ask our team about today's stars of the sea! #CatchOfTheDay #SeasonalEating #HonestFood