A cross-channel food brand from Rheinische Post blends editorial, digital, and AI tools to engage local audiences. Its chatbot, vouchers, and curated content deliver measurable results.
Düsseldorf geht aus, a cross-channel gastronomy brand from Rheinische Post, is reshaping local food journalism. By integrating editorial reviews, digital platforms, and AI-powered tools, the brand has built a multi-touchpoint experience that connects readers with local restaurants and exclusive deals.
The initiative centers on a coordinated product suite: an annual print magazine reviewing around 100 restaurants, a dedicated daily newspaper page, a digital hub on rp-online.de, a weekly newsletter with curated recommendations, and a voucher product offering discounts at selected venues. Social media, especially Instagram, extends the brand’s reach and discovery.
A standout feature is the AI chatbot “Yummy,” embedded on rp-online.de. This tool provides personalized restaurant suggestions and enables direct user interaction, adding a service layer that encourages repeat visits and turns inspiration into action. The voucher box, available at a discount for subscribers, further links digital engagement to real-world dining, strengthening the subscription value proposition and driving measurable conversions.
In 2025, Düsseldorf geht aus reported 6 million online views, 417 paywall subscription conversions, and 40,000 newsletter recipients. Its Instagram channel reached 10,442 followers, while the Yummy bot logged 10,400 views and 2,000 unique user queries in its first weeks. These results highlight the impact of combining editorial credibility with digital innovation and subscriber incentives.
The brand plans to expand its multimedia presence in 2026, including more social activity, a TikTok launch, culinary events, and a partnership with the “Chefs in Town” festival, alongside ongoing development of the Yummy chatbot. This approach echoes strategies seen in other markets, such as when Hello! Magazine unified its data and editorial channels to rebuild audience growth after a drop in search traffic.
