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To be or not to be: Top 3 things pizza operators should never do

Knowing what needs to be done is important. Knowing what should never be done could be critical.

March 14, 2016 by Marla Topliff — President, Rosati's Pizza

By Marla Topliff, president, Rosati's Pizza.

To be a great pizza operator one needs to be fully immersed in every aspect of the business from washing the floors, to cooking the pies, and everything in between. From there, you are on your way to developing a good understanding of what needs "To Be or Not To Be" done to run a successful business.

Knowing what needs to be done is important. Knowing what should never be done could be critical, and with that in mind here are my "Top three things pizza operators should never do."

Number one on my list: Don't become complacent.

It's natural for pizza operators to get comfortable in daily routines. In fact it's imperative that a good daily routine keeps your business running smoothly. But, did you know that sometimes that same routine could also become a trap that can stagnate your business?

When things are going well and business is running at a steady pace, you can get so comfortable in your routine that it becomes too easy to settle. Don't do it.

Instead of settling, think about expanding, get creative, start thinking outside the box, look for a new competitive edge like new social media programs, additional mailing plans or community activities in which to get involved. Author Mandy Hale once said, "If you want your life to be a five-star reality, you have to stop settling for a fast food mentality!"

Which brings me to number two on my list: Don't be afraid of new things — technology in particular.

For too many in the pizza business, the "T" word can be frightening. I wish I had a nickel for every time I've heard one of our owners say, "What do I know about computers? I'm a pizza guy, not a computer guy."

Well, today you need to be both. Being just a pizza guy won't cut it. We are living in the age of technology where orders come in online instead of over the phone and a customer can make or break your reputation with a simple push of a button. Instead of being afraid of technology, learn to embrace it. There are hundreds of platforms and programs out there that will enhance your business. Pick a few and take the time to learn them, or hire a social media expert to do it for you. Just don't make the mistake of ignoring what is becoming a key factor of our business and stand the chance of being left behind.

Last on my list but certainly not least is: Stop messing with your customers' minds.

Don't be inconsistent with your menu. One of the biggest complaints customers have is that they find a menu item that they love on Monday only to have it taste different on Friday. Remember the old adage that it is easier to keep a customer then to find a new one? Consistency is the key. 

Stay compliant. Once you establish core recipes, stick to them. If you don't, your customers will notice and they will lose their trust in you. 

New customers come to you for a test run and it's up to you to turn them into brand evangelists. You can only do that by delivering a consistent experience each and every time they come in.

So, operators keep in mind, don't be complacent. Instead, think outside the box. Don't be afraid of new and changing ideas and technologies. Learn to adapt. Make sure you keep it consistent and stick to catering to your customers.

About Marla Topliff

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