Targeting seniors: Encourage families to eat out with their older relatives more often and everybody wins

Other marketing ideas: Offering a take-home pizza kit and bring in local guest chefs to reinforce your community ties.



 

Invite Seniors to Eat Free

Everyone has heard of the promo “Kids eat free with the purchase of an adult meal.” Your pizzeria could stand out with something different like, “Seniors eat free with the purchase of a pizza.” Burger King Brazil recently ran a King Senior promo, which bundled two Whopper combos together for guests who brought a senior with them to the restaurant. The promotion was designed to encourage families to eat out with their older relatives more often.

 

Offer a Take-Home Pizza Kit

There are more than 150 meal kit companies in the United States, but when a consumer wants to make a great pizza at home, most would rather turn to their neighborhood pizzeria for the dough, sauce and toppings they’ve grown to love. Whether they’re showing off their cooking skills for family, friends or a first date, a pizza kit from your pizzeria can help them make an impression. Pizzerias offering this service include Graffiato in Richmond, Virginia; Katie’s Pizza & Pasta Osteria in St. Louis; and L’Amico in New York City.

 

Quick Promo Tip: 

Celebrating an anniversary? Participating in a local event? Create a press release and email it to all of your local press, along with high-resolution photos. This one tactic has the potential to create a large promotional ripple.

 

Borrow This Idea: Guest Chef Pizzas

At Roots Handmade Pizza in Chicago, which specializes in Quad Cities-style pizza, local chefs from the surrounding area are invited to create signature pizzas for the restaurant. According to co-owner Scott Weiner, working with local chefs reinforces the fact that the pizzeria is tied into the local community. 

“There are Chef Series pizzas that are mainstays, and then every year, about two months before National Pizza Month, we reach out to local chefs and put together a massive Chef Series month,” says Weiner. “During National Pizza Month, the mainstays are available, and we introduce four or five more that are special for that month. At the end, some of the new pizzas will move on to the permanent menu.”

The marketing potential of this unique promotion is not lost on Weiner. “We do a lot of social media with video and pictures,” says Weiner. “We also give the chefs gift certificates [to give away] and invite the chef’s team in for a pizza party. One of the strongest things you can do is to have another restaurant talking about your restaurant.

“There are so many options in Chicago, it’s just nice to have someone do something outside of what they normally do,” Weiner adds. “It makes [their restaurants] exciting again.” In addition to bringing local chefs together, the promotion has raised close to $30,000 for various local charities over the years.

 

Edit Module

Tell us what you think at or email.

Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags

Related Articles

Recipe of the Month: Roasted Cauliflower and Prosciutto Pizza

Polly-O crafts a flavorful treat with this pie featuring roasted cauliflower, prosciutto, garlic and Parmesan

Pizza Without Borders - Competition Heats Up in the Eastern Bloc

As more pizza competitions and associations pop up in Russia, Bulgaria and Poland, the quality of pizza and prestige of the pizzaiolo continues to rise.

The Chef's Corner: Scott Wiener Q&A

PMQ test chef Brian Hernandez discusses the ins and outs of Scott Wiener's pizza tours, his experience with the pizza industry, and what's next for the pizza-crazed entrepreneur.

From the Editor - A New Year and a New Look For PMQ

This month we focus on the explosive growth of Artichoke Basille and roll out a new look for the magazine!

Product Spotlight: January-February 2018

Dough trays, tomato strips, yeast, menus, ovens and more.

Extra! Extra! Read all about the Pizza Press, a unique fast-casual chain in Southern California

At the Pizza Press, pizza makers are the “editors” and customers get to “publish” the pie of their choice.

Take a hike: How to cope with a higher minimum wage

A pizzeria owner in Washington state offers a four-pronged strategy for staying profitable in an era of rising labor costs.

10 tips for adding a take-and-bake option

Tom “The Dough Doctor” Lehmann walks you through the steps for modifying your dough formula and procedure.

All ‘Choked Up: How a couple of East Village pizza guys became Food Network stars

Artichoke Basille’s has boomed from a shoebox-size Manhattan underdog to a 12-store media magnet—and now sets its sights on franchising.

Get off to a successful start in 2018 with a social media calendar

Social media success hinges on knowing what you’re going to post and studying the data to improve your content every day
Edit ModuleShow Tags
Edit ModuleShow Tags
Edit Module
Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags
Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags