Back Office

What to Advertise

There he sat, as expressionless as an iguana as I explained how an ad I would create for him would sink like a dropped anchor, even with a great headline, plenty of benefits and a no-questions-asked, money-back guarantee. He would be pouring money away with the tap wide open. It was a bit awkward forMore »

Identify Profitable Menu Items

The average customer spends less than 40 seconds looking over your menu. In that time, the brain kick-starts into overdrive and a purchasing decision is made based on emotion, comfort zone, curiosity and cost. Some of your menu choices contribute lots more cash to the bottom line than others. Some of your menu items areMore »

Door Hangers

Virtually any type of pizzeria — from dine-in to take and bake — can benefit from door hanging. The old standby of pizza parlors the country over, door hangers have generated results for decades. Any complete marketing plan should find a home for door hangers, and here’s why: • they are inexpensive • they offerMore »

The Right Advertising

There are so many ways to advertise! How do I know which advertising opportunities are the best ones for my Pizzeria? It can be mind-boggling and frustrating to figure out which ones will suit you well. First, you need to create an advertising budget. Without one you will most certainly blow it. Then understand whoMore »

Building Public Image

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Marketing Building Public Image Look beyond paid advertising by marketing yourself wisely By  Gary Midge Newspaper ads –– expensive. Broadcast ads –– astronomical. Public image –– priceless. Sure, donations and ad campaigns might buy pseudo-image. Genuine image, though, is not for sale. That’s good for pizzerias, because long-term success depends on deep-seated positive image. SavvyMore »

Corporate Accounts

Corporate accounts can be very lucrative, as long as you keep their business by serving excellent food — on time! You’ve got to go after them in as many ways as you can. One great way to drum up new corporate business is to do a hospitality run. The way to do this is toMore »

Budgeting for Marketing

Should I set aside a specific amount for marketing each month, or should marketing costs be a percentage of my overall sales? When I was in the building stage of my business, I would dedicate 1 to 2 percent of my sales to advertising. Once I was well established and sales were high, I wouldMore »

Starting Up

The checklist is long and daunting. You know you want to open a new pizzeria, but you don’t know where to begin. And that’s after you’ve already done it once or twice before, let alone if you’re a first-timer. So, where do you begin? With a plan of action and a realistic attitude, that’s where.More »

Primer for Food Safety

Primer for Food Safety

There’s nothing sexy about food safety. But running a professional kitchen with proper food-safety protocols in place is the most important aspect of an operation. Not only can a poor health inspection be costly through fines, it can also devastate the restaurant’s reputation. And with a branding of unsafe practices, an operation has a difficult,More »

Pizzeria Startup Tips

I have opened seven restaurants for myself and at least 30 more for clients in my career. The last one to open was last August in Ohio. I’ve designed floor plans for stores smaller than my garage (900) square feet all the way up to a couple of giant family entertainment places pushing 40,000 squareMore »