Pizza Marketing Tips

Know your strength, and don't be afraid to flaunt them for the best pizza marketing.Pizza is a top favorite dish and relatively easy to prepare, which may be why so many venues offer it on their menus. From street fare to pizza shops to fine dining venues, pizza has reached every nook and cranny of the food world. The commonality of pizza on menus emphasizes the importance of advertising and marketing in order to draw in customers and convince them that your pizza is worth a try. Here are some of our pizza marketing tips.

Know Your Crowd

Targeting the right customers is the key to drawing in business, building customer loyalty, and shaping marketing strategies in any type of business or service. Pizza is often thought of as a simple, fast food option. However, a pizza complete with pesto and well-aged cheeses, or pizza with Alfredo sauce instead of tomato sauce, mushrooms, truffle oil, and high quality parmesan can easily grace the fanciest menus. Depending on the type of pizza and the type of venue, the target customer group will change. The customer group you are trying to reach should shape your marketing plan. For example, if you are advertising a high end venue, you may consider purchasing an ad in a local paper and focusing on the restaurant itself, rather than the pizza specifically. On the other hand, if you have a casual pizza restaurant, you may consider purchasing a radio ad and creating a jingle, in order to make your number memorable for customers looking to order out. Since high end restaurants usually don’t advertise one main food item, the rest of the tips in this article will be geared towards pizza restaurants.

Out of Sight, Out of Mind

Out of sight, out of mind is such a common and cliché phrase because it is true. Think about the last time you decided to order takeout food from a pizza parlor just because you happened to notice their new, clean, brick oven as you were driving past the venue? For most people, the answer to this question is probably never. The truth is, when you are looking to order some take-out food to pick up or be delivered, you are probably most attracted to the most hassle-free solution. That hassle-free solution will naturally be the pizza shop which makes it easiest for you to see the menu and place your order. What this means for businesses is that offering menu handouts and business magnets can define the profit margin which the venue can potentially reach. It can place the business at the forefront of customer’s minds and dining choices. Ads on the radio with catchy jingles has been proven to enable listeners to remember the ad better, as well as the phone number sung at the end of the jingle. Placing advertisements in the local newspaper can help get the name and number of the restaurant out to potential customers as well. Even sponsoring local sports events with free pizza, while handing out a brochure with each slice, can get the name of the venue out there. Finding multiple outlets to be in potential customers’ faces as often as possible can have huge effects on the amount of business a venue receives.

Know your strengths

It’s not enough to just target your most-likely customer group and be in-your-face about your business. You must also know how to advertise and market your business to put an emphasis on your strengths and be as honest, yet attractive to potential customers, as possible. For example, if you use especially delicious homemade tomato sauce, flaunt it! If you have unique and varied toppings, make sure everyone knows it. Boast about your unconventional qualities as a business, while seeking ways to draw attention by thinking out of the box. Not so creative but offer great deals? That’s a great thing to show off as well! Having special deals such as giving away a free bottle of soda with each order of a family sized pie can be a great way to draw business. Throughout high school, my friends and I would always go to this one pizza place that had the best pizza offered at the lowest price bracket. It was always packed, simply because they offered decent food and a great deal.

Marketing your pizza is all about making yourself stand out among the more than 60,000 pizzerias in the United States. Yes, that number may be an exaggeration since the typical pizza restaurant is only up against similar venues within a certain radius from it, but the numbers do hint at cutthroat competition that can break a business. Though the would-be restaurant owner entrepreneur may dream of offering the highest quality food possible, the market sector has shown time and time again that it is often worth compromising partially on ingredient quality in order to invest the money in marketing. The best restaurant is worth nothing without loyal and new customers creating a steady cash flow, and the best way to get that restaurant traffic is through thoughtful and pointed marketing. Thinking about the target customer group, the advantages of your business over similar ones in the area, and making sure that your name and number are constantly out there and available to customers, will help make your marketing successful and beneficial to your business.

The Pros and Cons of Yelp

Studies show that a bad review on Yelp can have detrimental financial effects on businesses.

Yelp is a website where the public can rate and review various local businesses. Based on the average rating of one to five stars and the number of reviews, businesses are rated compared to other venues in the vicinity. According to Yelp’s “About Us” page, it was founded in 2004 to help the public find local businesses. They had an average of about 142 million monthly visitors in the first quarter of 2015, and users have written over 77 million reviews. Yelp provides business owners with an option to set up a free account, from which they can post photos and message their customers, as well as purchase ads. In this way, it provides a great platform for positive word-of-mouth to spread through social media, potentially boosting a venue’s image in the public eye. However, at the same time, a negative review can ruin a business, presenting a downside to the service.

Chez Pannise, for example, often a top-rated restaurants, has only four stars on Yelp and has received particularly nasty reviews such as:

“Look, 100 years ago or whenever Alice whats-her-name came up with the oh-so-brilliant idea of serving stuff that’s fresh and local (DUH, like rural people have been doing FOREVER), but guess what .. tons of places have taken the concept light years beyond anything ms. alice does and they do it far, far better…”

On the other hand, Copper Top BBQ in Big Pine, California, is the top-rated restaurant in the United States for 2015, according to Yelp, and has received praise such as:

“***DO NOT MISS THIS SLICE OF BBQ HEAVEN***
As a BBQ aficionado, this gem ranks in the top 1%!!
Owner Hank loves what he does and loves whom he serves!…”

The contrasting examples above make the case for keeping in mind the pros and cons of Yelp when opening a business page, and when deciding how to run a venue.

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