January 21, 2014 |

What’s Your Sign?

By Jeremy White

Exterior signage at Rocky’s Sub Pub in Jeffersonville, Indiana.

When it comes to marketing and advertising, the exterior signage at your restaurant is one of the most important tools in your arsenal. Your signage is a vital first-glance at your brand as a whole. To passersby who have never been in your pizzeria, what your sign tells them as they walk or drive past may determine whether they become a customer.

Your sign should be a reflection of what your pizzeria is all about. Are you quirky and whimsical? Do your employees have an alternative look and flair about them? Is your menu daring? If so, then a funkier sign just might fit the bill. But if you are straight up an old-school pizzeria, then your signage should reflect that.

I thought about signage recently when I went to Rocky’s Sub Pub in Jeffersonville, Indiana, for a “tap takeover” by one of my favorite microbreweries. Located just a few minutes from the Pizza Today offices (Jeffersonville is a suburb of Louisville — the two cities are separated by the Ohio River), Rocky’s has some of the best exterior signage I’ve ever seen. Particularly at night, when the warm lights are truly inviting.

Pizza, calzones, subs … the signage says it all.

I wondered to myself how many patrons the signage has brought into Rocky’s over the years. Since the restaurant can be seen from a major Interstate as well as several local streets, I would think their signage has had a major impact on their business.

While neon isn’t ideal for every situation, it works here. It’s attractive, inviting and adequately sums up the feel of the interior as well as the identity of the menu.

You have lots of options when you purchase signage. Put as much thought into it as you put into planning your menu.