Author Archives: Scott Anthony

Loyalty Programs: In the Club

Photo by Josh Keown

The Greek poet Euripides said: “One loyal friend is worth 10,000 relatives.” Think about the truthfulness of that statement. Friendship is a relationship we are not born into but still choose to cherish. In the hospitality industry, we form relationships with our customers and treat them like dear friends. We reach out, listen and reactMore »

The Power of ‘Thank You’

customer appreciation thank you note

‘People don’t buy for logical reasons. They buy for emotional reasons.’ — Zig Ziglar   We speak a lot about emotional triggers in the psychology of marketing. What is more emotional than feeling appreciated? Bring your wife flowers on her birthday or bring her flowers just because you love her on a random Wednesday? WhatMore »

Delivery as a marketable service

Delivery as a marketable service

Nearly 80 percent of U.S. pizzerias offer delivery. What does delivery mean to you as an operator? a) An additional avenue of revenue? b) A selling proposition? c) A daily challenge of overseeing drivers and deliveries? d) All of the above You probably answered “d.” Today’s diners regard pizza and delivery as going hand-in-hand. ManyMore »

2009 December: Accounting Software

2009 December: Accounting Software

Accounting is defined as “The art of recording, classifying, and summarizing in a significant manner and in terms of money, transactions and events which are, in part at least, of financial character, and interpreting the results thereof.” Accountants record and analyze the financial information of the companies where they are employed. Acting as strategic partners,More »

2009 September: Learning is Earning

2009 September: Learning is Earning

Why is it that some operators never seem to leave the kitchen, are afraid to take a vacation and consider overtime a way of life? Why is it that some operators seem to have that “Midas touch”? Why have some bought a business while others have bought a job? Let’s take a look at someMore »

2009 March: Recession Buster

2009 March: Recession Buster

‘Tis the season to be frugal? Consumers are finding their disposable cash at an all time low. The reality of a recession has hit home. Consumers now have to be more discreet than ever or change their ways — and change does not come easy. Dining out is still a large part of the AmericanMore »

2009 May: Marketing Matters

2009 May: Marketing Matters

Editor’s Note: Scott Anthony is guest-writing this month’s “Marketing Matters” column. Free publicity? Nothing is free these days — or is it? I know one thing for certain. When it comes to press, I don’t want my pizzeria just randomly mentioned by whomever, whenever or wherever. Ultimately, I’d like to control the image I haveMore »

2009 March: Control is Crucial

2009 March: Control is Crucial

Climbing commodities, fewer diners, eroding economy: does it spell “d-o-o-m” for your pizzeria? Not if you take control of your crucial costs — those that we can control on a daily basis. The total of these controllable costs are termed “prime cost.” Simply put, prime cost equals the sum of your food and labor costs.More »

2010 December: Marketing Matters

2010 December: Marketing Matters

“When you do the common things in life in an uncommon way, you will command the attention of the world.” — George Washington Carver What did I do in an uncommon way to gain not just the attention of many, but the loyalty of my customers? Pizza & Prevention. At its conception, this event wasMore »

2010 November: Marketing Matters

2010 November: Marketing Matters

What is the next level for you? Boosting sales, opening another location, franchising? Each has his own mission; each must take critical steps to bring his operation to that new level. My personal mission is to make my pizzeria the best it can be — the talk of the town. My obstacle: The Big ThreeMore »