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The pizzeria winter doldrums sales stimulation tipsheet

While Valentines Day later this week will pick up sales at many pizza brands, there are still the other 364 days of the year that sales must be sustained. Read on for some great ideas on stimulating business even in the doldrums of a cold, cold February night.

Photo: iStock

February 12, 2020 by Andrew Rosenbloom — Director of Marketing, Consolidated Concepts

Though this time of year brings pizza brands some nice promotional opportunities to generate traffic -- like Valentines Day this month and Pi Day next month – there are still plenty of days in between that must provide sales to sustain the business year-round. So, in between the peaks of the Super Bowls and Pi Days of the year, here are some thoughts on ways your brand can generate interest — and more importantly, sales — every day of this year. 

• Entertainment: If there was time add some type of entertainment to your venue, this is it. As so-called "eater-tainment" venues gain ground in popularity, restaurant operators shouldn't underestimate the power of performance. 

           Consider live music. Whether a band or solo artist, these performers help immerse your guests in a unique experience and transform your establishment for one                 evening of pure joie de vivre. 

           Also consider hosting a costume/masquerade ball or other significant, costume-oriented event. Or, turn toward sports-themed times of year (March Madness and               then baseball are both just around the corner)  by hosting game days or team-specific events. Get creative and give your customers something to get excited                     about. 

• Encourage Interaction: Community tables have been on-trend to encourage neighbors to meet neighbors. Take it up a notch and use your time and space to make guests a part of your menu idea generation process. Hold specials events to introduce new menu items, beverage concoctions or newly designed/revamped spaces. Whatever the reason, embrace it and encourage your guests to be part of your growth. 

• Tap into your target. One of the first rules of marketing is to define your target. Right about now those New Year's resolutions are starting to falter, so help guests stay on target with their exercise and healthful eating goals with LTOs focused on health. This includes offering food and drinks that are plant-forward, antioxidant-rich, immune boosting, high in protein and gut-friendly. 

• Use your social media platforms. After you've developed appealing special offers, shout them out on your social media platforms. Take pictures of those new healthful LTOs, for instance, and post them on Facebook, Instagram, or Snapchat.

           Then, remember to engage. Seventy-one percent of customers are more likely to recommend a company that quickly replies to social media messages, according              to data recently cited in Forbes.

• Consider classes. If you or someone on your team is a pizzaiolo or bartender, consider teaching guests how that meal and beverage magic comes about by offering in-store classes and cocktails, even. 

The takeaway in all this is that by giving your customers great food AND experiences, your brand can sustain its sales in even the darkest days of winter and beyond.

About Andrew Rosenbloom

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Andy Rosenbloom is a foodservice professional who heads up the marketing team at the Buyers Edge Platform and its associated GPO brands, including Dining Alliance, Consolidated Concepts, Buyers Edge, FoodBAM and others. Andy’s insights come from a cross-section of the operators, distributors, manufacturers, service providers and trend-watchers.

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