How to Drive More Traffic to a Newer Pizza Store

The first three years in business are usually bumpy for a pizzeria, Think Tankers say, but as long as your sales keep going up, don’t push the panic button.




 

Jessica Miller: We’ve been open for a little more than three years. Our customer feedback is amazing, including 4.9 stars on Facebook. We’re doing great on Google and Yelp, too. We’ve also done direct-door marketing, giveaways and Facebook ads. We’ve gotten involved with the community. And yet we’re still struggling. This is a town full of residential neighborhoods, with a lot of places to eat—such as McDonald’s and Taco Bell—but no direct pizza competition. We aren’t on the main strip, so I fear our location is the problem. We’ve cut our food costs and work seven days a week, but we still struggle to make it. Help! Any marketing ideas?

 

RobT: Go back and check your yearly sales since you opened. If they’re going up year over year, just sit tight. I remember that years one to three were a challenge for me. I started seeing better numbers after year four. Also, check your food costs again and make sure nothing is out of whack.

Mondo: I agree with RobT. As long as your sales are still increasing each year, hold tight. The beginning is a grind. When we started, we sometimes wouldn’t even do $100 for the entire day. We are four years in now, though, and as long as sales are still trending in the right direction, I’m happy. When starting out, the best ROI for me was Facebook advertising. Once I started spending $20 a week on Facebook, I started getting more traffic. We did some postcard mailers, too, but those were really expensive and actually worked too well! On the weekend after they went out, we would get swamped and didn’t have the staff to handle it. Then, within a week or two, that extra boost in sales would be gone and we’d be pretty much back to square one.

JTMiller09: Here are a few ideas to help you drive traffic to your store: 1) Develop a marketing calendar. It’s your road map so that you don’t get lost. 2) Take free pizzas to five businesses in your area every week. 3) If there are hotels nearby, pay the desk clerks in gift certificates for referrals/sales. 4) Provide bounce-back offers to local dry cleaners, oil change businesses and full-service car washes. 5) Partner with the local schools in any way possible!

 

Edit Module

Tell us what you think at or email.

Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags

Related Articles

The Chef's Corner: Will Grant Interview

Will Grant chats with PMQ about restaurant concepts, sourdough pizza, and winning the Caputo Cup.

What’s Your Story? Papa’s Pizza

In the aftermath of Hurricane Maria, Wilhelm Rodriguez, owner of Papa’s Pizza in Cabo Rojo, Puerto Rico, proved that pizza can move mountains.

The Upper Crust: How Anita and Klime Kovaceski became one of Miami’s culinary power couples

The talented owners of Crust have made pizza success look effortless, but they know the devil is in the details.

Top Marketing Tips and Tricks for April 2018

Ring in the spring by giving your pizzeria a seasonal refresh.

The Three Common Causes of Soggy Pizza

If your pizza crust won’t stay crispy after it’s baked, keep these tips in mind to better control moisture.

Food Trucks: All the Right Moves

Mobile pizza restaurants present their own unique set of challenges—and there are no shortcuts to success.

No Monkey Business: Service, Quality and Best Prices from King Kong Printing

Connecting to customers through direct mail helps you stand out in a digital world and offers a more personal touch.

Mobile Brick Oven Solutions: Expanding Your Pizza Operation

Marra Forni pizza ovens offer both performance and elegance for your food truck or mobile restaurant.

Is Your Online Customer Service Up to Speed?

Never has the need for speed been more important than in online ordering for pizza restaurants. Speedline has the solution.

Pizza Marketing and the Culture of Outrage

Humor can have its place in a pizza business, but take care not to go too far.
Edit ModuleShow Tags
Edit ModuleShow Tags
Edit Module
Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags
Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags