Pizza Marketing That Makes Money

The difference between being a good pizza operation and a great pizza operation is

learning how to aggressively market your restaurant 365 days of each year! That's where a good marketing plan comes in. Begin with a good list of potential customers. If you deliver, you already have a list. If you don't, start building one now.

Statistics show that four out of 10 people who buy pizza will purchase times a three month, 27 percent of these people will buy twice a month and 33 percent will buy once a month. Now think about it, the habits of these individuals will not change unless you give them a reason to change, and to do that consistently you must automate the process of marketing your pizzeria.

John McNulty, Shakey's Pizza licensee in El Monte, California is a great example. McNulty's family has owned and operated the Shakey's Pizza restaurant since 1964. I purchased the restaurant from my father in 1989. We weren't able to stretch our marketing dollars and were buying fewer ads. But all that has changed, John says. We have lots on the horizon such as our Uniform Day event. We've invited recruiters from all the armed services as well as the local fire and police departments. They will each set up recruiting stations in our parking lot. We're advertising through the local high schools.

LET EMPLOYEES DO YOUR MARKETING

Next to email and other personalized direct marketing, door hanging is by far the most effective and inexpensive way that you can distribute marketing materials. Door hanging needs to be planned in every market segment around your restaurant. Systematically cover all of the zip codes in the one to three mile radius around your restaurant, and track the results of this activity. Pay your marketing individuals or drivers based on their results. Each marketing piece needs to have an expiration date and a way to identify which employee distributed it.

The missing link is the ability to execute. Pizzeria owners' time is filled with urgent tasks and decisions, tasks that take away the time for organized and consistent marketing. That is why a good marketing software program is so important. Set up each marketing campaign in the software, and let the software do most of the work.

Parker Greenman of Papa Leos understands the importance of marketing software. There's no magic cure that will bring people through your doors, but with a little extra effort I'm already seeing some great things happening, says Parker. In February, Parker held a successful Valentine's Day coloring contest. Preceding the contest, his employees personally handed every child that came in a form and an invitation to participate in the contest. Parker also dropped off the forms at local schools, where several grades participated as a class. The response was amazing.

He continues, We got tons of new customers from that one campaign alone. Even after including the cost of the pizzas, this type of marketing is extremely profitable. Parker has also seen dozens of new customers come to his stores through an employee challenge program that he developed. After printing up $3 discount certificates, Parker challenged his employees to give them to friends and acquaintances. The certificates say, You have a friend at Papa Leo's and have a space for the employee to sign his/her name. The contest is a race to see which employee gets the most certificates redeemed within a three-week period. That employee will win a crisp $100 bill.

by: Ron Wilkinson

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