Author Archives: Scott Anthony

2010 September: How to Track Your Marketing ROI

2010 September: How to Track Your Marketing ROI

“A man who stops advertising to save money is like a man who stops the clock to save time.” This quote is generally attributed to Henry Ford, defending his marketing budget during the Depression. Operators in the midst of the present recession appreciate those words. We realize that we are fighting for our sales andMore »

2010 October: Marketing Matters

2010 October: Marketing Matters

A community is a group of interacting humans sharing an environment. In communities, a number of conditions may be present and common, thus affecting the identity and cohesiveness of the community. Where does your business factor into your community? Here’s what a few well-known individuals have to say about the concept of community.   “IfMore »

2010 July: Marketing Matters

2010 July: Marketing Matters

“Jack of all trades, master of none” is a figure of speech used in reference to a generalist — a person that is competent, but not outstanding. Is that you? Is that your pizzeria? Recently I came across a menu/fl yer and found multiple USPs (Unique Selling Points): ‘When Taste Matters’, ‘When Taste and AtmosphereMore »

2010 August: Marketing Matters

2010 August: Marketing Matters

When I walk into a restaurant, I look for it. When I check out the competition I grab it. What is it, you ask? It’s your menu! Unfortunately, many times I am left disappointed and uninformed. This small but essential element of a restaurant has become a glorified price list with a logo. What moreMore »

2010 May: Marketing Matters

2010 May: Marketing Matters

On the PizzaToday.com bulletin boards, April Murray, co-owner of Just Pizza in Gibsonville, North Carolina, recently asked this question: “How many of you actually utilize coupons or not? I am hearing requests from customers for coupons, but we offer pretty good specials that we change every three months or so. Any ideas?”     LikeMore »

2010 June: Marketing Matters

2010 June: Marketing Matters

Sixteen years of owning a pizzeria is quite an education. I’ve been self-employed since college, yet marketing a pizzeria requires a set of tools that are not transferrable business skills. Pizza marketing is like no other — the coupon-driven business can be a rude awakening to any operator.     Time and again I seeMore »

2010 March: A Pizza My Mind

2010 March: A Pizza My Mind

You are a victim; your business has been violated. After a barrage of emotions, your determination is to not let your shop get broken into and ransacked again. Let’s take a look at some of the steps you should be taking to protect your pizzeria. Police officers recommend that a business establish redundant layers ofMore »

Marketing Matters: Community Engagement

2012 December: Marketing Matters

Are you a team player or do you just talk a good game? Pizzerias have found that being involved with local sports is a way to score with the community. Today’s world takes effort to keep young people on the right track, and participation in extracur­ricular activities gets them off the couch and teaches themMore »

Prime Cost Control

Climbing commodities, fewer diners, eroding economy: does it spell “d-o-o-m” for your pizzeria? Not if you take control o 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 »

Marketing Matters: Grand Opening Marketing

2012 November: Marketing Matters

Your grand opening is the BIG BANG of your business. Your opening marketing must be explosive enough, setting in motion the creation of your business. This is a golden marketing opportunity. Do the work. Business is not a ‘Field of Dreams.’ You must draw people in and prove your merit. Accomplish these Big Bang goalsMore »