Düsseldorf geht aus — Rheinische Post’s cross-channel gastronomy brand — was built to offer independent, trustworthy food journalism in a lifestyle market often dominated by influencers and platforms that don’t consistently follow journalistic standards.

At its core, the project is a connected theme world that combines editorial formats, digital tools, and real-life moments of enjoyment  — delivered as one consistent experience across multiple touchpoints:

• Annual magazine (“Düsseldorf geht aus — The Best Restaurants Reviewed”) featuring ~100 tested restaurants and curated lists.
• Dedicated gastronomy page in the daily newspaper.
• Digital hub on rp-online.de.
• Weekly newsletter with curated recommendations and selected subscriber-only deals.
• Voucher product (including a voucher box for selected restaurants).
• Instagram channel to extend reach and discovery.

An AI bot for real-world tastes

One distinctive element is the AI-powered gastronomy chatbot “Yummy,” integrated into rp-online.de. It provides tailored restaurant recommendations and enables direct user interaction, adding a practical service layer to the editorial offer and encouraging repeat usage by turning inspiration into concrete choices.

The project also makes the connection between digital inspiration and offline experience tangible. Exclusive vouchers and a voucher box for selected restaurants encourage audiences to move from reading and browsing to booking and visiting. The voucher box is discounted exclusively for subscribers, strengthening the value proposition and linking content to measurable commercial outcomes.

The coordinated product set is designed to serve different needs while reinforcing the same brand promise. The annual magazine, “Düsseldorf geht aus — The Best Restaurants Reviewed,” features around 100 tested restaurants and curated lists.

Daily coverage in print and online keeps the brand present in everyday media routines. The newsletter adds a curated layer with insights from the gastronomy editorial team and partially exclusive subscriber deals. Social media, especially Instagram, provides an additional format for storytelling and discovery.

The results speak for themselves. In 2025, Düsseldorf geht aus had a total of 6 million online views, 417 conversions (paywall subscriptions), and 40,000 newsletter recipients. On Instagram, it had 10,442 followers.

The Yummy bot was also popular, receiving 10,400 total views in 2025, including queries from 2,000 unique users in the first project weeks.

Taking the next steps

The next step is to expand Düsseldorf geht aus into a broader multimedia experience in 2026. That means more social activity, a TikTok launch, culinary events, a partnership with the gastronomy festival “Chefs in Town,” and ongoing development of the Yummy bot.

One key lesson stands out for us: In a crowded lifestyle space, a trusted local brand can win by combining journalistic standards with formats and products that make the audience’s next decision easier — and more enjoyable.

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