One of the main obstacles to growing a successful pizza business is competing with the "Big 3" pizza chains that have literally taken over the market across the country. Your job as an owner/operator of a local area pizza shop is so much bigger than making the best pizza in town, which you probably do, but it also entails being able to compete with the 'big boys' by beating them at their own game. The reason why those huge chains do such an astronomical amount of business is because they spent a ton of money on advertising.
Of course you aren't expected to have the advertising expense account to spend millions of dollars a year to promote your business. But the point is, you don't need to! You only need to beat them in your own neighborhood (market area) and with a good advertising campaign you really can take back what should be yours. Don't let them dominate you in your own home town. You know your area, you know your people, so talk to them - and the way you do that is with targeted marketing tactics.
\"pizza Menu\"
Get your name out there so that when consumers think 'pizza' they think of your establishment. That's the name of the game and that's precisely how the "Big 3" got where they are today. It's not because they have great pizza, because we all know they don't. And it certainly isn't because their prices are low enough to draw the business in, with the exception of that fat little Italian character that shall remain nameless because his pizzas are certainly tasteless! Those huge chains 'branded' themselves on a national level. Now it's your job to brand yourself on a local level.
One of the most effective ways that you can 'talk' to your market is with an effective advertising campaign utilizing pizza menu flyers. Base your campaign on the three Golden Rules (commonly referred to as the "Three D's") of flyers and you will own your market:
1. Design
2. Distribution
3. Desire
Use a design that is eye-catching and informative without being too busy. Place your specials and promotions in a place of prominence so that they are the first thing customers see. Graphic design probably isn't your strong point so find a printing company that can help you design your flyer/menu. Their job is to provide you with great advertising; your job is to make the best pizza in town. A good printer will also have the wherewithal to set up distribution for you as well, be it as an insert in your local paper or direct mail menu flyers. Leave that in their hands because they have experience in getting your name out there. And finally desire. What do busy consumers desire most when it comes to take-out or delivery pizza? They are looking for the "Two C's" - cost and convenience. Display your low-cost specials and promotions where they are the focal point of the menu and make it convenient for customers to order and get their pizza.
Remember, the "Big 3" literally saturated the market with pizza menus, coupons, and advertising. One round of flyers isn't going to do the trick. It is essential to set up an ongoing distribution plan with your printer to keep your name in the forefront of your own area. A good professional printing company can take all of that worry out of your hands. The only thing you need to do is focus on making great pizzas and let your printer get customers in your door. It isn't really that expensive and you will be amazed at the traffic an effective flyer campaign can generate for you. You really can beat the big guys at their own game because you only need to focus on your own market area while they are busy trying to conquer the world. Let your printer help you and you're halfway there. (The other half is up to you - the best pizza in town!)
You Have Better Pizza, So Why Do the "Big 3" Chains Dominate You?
Chris Barr is a marketing professional and graduate of Christopher Newport University. His areas of expertise include direct mail, internet marketing, copy writing, SEO, and new business development. Chris currently serves as Marketing Director for Taradel LLC in Richmond, VA.
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