It is not enough anymore to open a pizza shop in a good location and make sure your delivery strategy is solid if you want to compete in Retail Foodservice. Today, market research, creative marketing, and cost effective “non-traditional” advertising keep independents competitive.
Independent pizza shops face fierce competition not only from the chain franchises, but supermarkets and convenience stores that are making definitive in-roads into their market shares with in-store pizza kiosks.
Price, delivery, style of “cooking” preparation and the restaurant appeal are the common denominators among pizza shops, except retail has the advantage of high traffic, and franchises the advantage of high advertising budgets. So where does this leave independents in today’s ultra competitive environment? They must be more unique with their product offerings. In addition to great products, consider “one-to-one” sales activities like catering, party planning, and if you can believe it, another day part mix - breakfast!
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Pizza shops must have incredibly powerful marketing strategies to stand out in this very crowded marketplace.
Social media integrated with email marketing, greater emphasis on event planning, fundraising, and targeted marketing to firehouses, police stations, and municipal buildings are just a few ideas. Menu delivery means virtually nothing. If you are going to an office campus, bring an extra pizza instead.
Learn more about how you can improve sales, grow your customer base, and have your brand become more relevant in your immediate marketing area with Synergy's “one-to-one to the masses” market strategy.
