5 things pizzeria owners need to learn for Facebook success

Daily posts, boosted ads and video are essential to building an audience on the world’s largest social media platform.



 

Pi Day, celebrated on March 14 around the world, pays homage to the mathematical constant represented by the symbol π.  Pi is the ratio of a circle’s circumference to its diameter. It has been calculated to more than one trillion digits beyond its decimal point and is an irrational and transcendental number, meaning it will continue infinitely without repetition or pattern.

Why are we talking about Pi and mathematical symbols here? It’s because, with some help from social media, Pi Day can create amazing results in your bottom line. If you do the math right, expect extraordinary results!

In a particularly successful promotion for one of our clients in 2016, a pizzeria’s Pi Day social media campaign brought in 50 new customers in just one day, totaling $1,263 in sales and 198 coupon redemptions, all for an ROI of 271,470%! This was, as you can imagine, an exhilarating day for our client.

With 33% of new customers ordering online and 67% of them ready to redeem a Facebook promotion from their phone at your pizzeria, it’s safe to say your customers will embrace a great offer on Pi Day. 

So how can you make it work? Here’s what you need to do:

Plan ahead. Our client’s promotion was created more than a month in advance—another reason why it’s important to develop your social media content calendar, as we’ve explained in previous issues of PMQ. Planning ahead gives you a chance to polish your campaign and execute it in the most efficient manner. But if you haven’t already planned a Pi Day promo for this month, it’s not too late. Just get started today!

Create an irresistible offer. It has become something of a pizza industry tradition to promote pizzas for $3.14 on Pi Day. Who wouldn’t pay $3.14 for a pizza? But if you think that’s too big a discount, follow Hungry Howie’s lead—in past Pi Day specials, the chain has offered a medium one-topping pizza for $3.14 with the purchase of any regularly priced Hungry Howie pie.

Leverage the power of your existing audience. For Facebook and Instagram, design a Pi Day graphic that includes a photo of a mouthwatering pizza and the special $3.14 price. Also try creating a special Snapchat filter and invite guests into your store to try it out for themselves. Once you get them through the doors, hold a contest. Pitfire Pizza in West Hollywood, California, last year invited its followers to visit the pizzeria for a chance to win free pies for a year. The winner was the person who was able to recite pi to the largest number of digits beyond the decimal point from memory.

Take full advantage of video. To build up the excitement on Pi Day, use Facebook Live, Instagram Stories and/or Snapchat to take your followers behind the scenes in your pizzeria. Dress up a manager or employee as Albert Einstein (March 14 is also the great physicist’s birthday) to offer humorous commentary or show the process of creating a pizza with the pi symbol.

Start touting your promotion at least a week in advance. Not only will this afford you enough time to raise awareness about Pi Day, you’ll also get some insights on how the campaign is working and how customers are responding. If you need to tweak it to get better response, do so.

 

Edit Module

Tell us what you think at or email.

Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags

Related Articles

SmartMarket: Pizza Possibilities With Ardent Mills

Make the most out of your dough recipe with a range of Ardent Mills flours, from gluten-free to Italian-style 00.

Idea Zone: Is Your POS System Optimized for Your Pizzeria?

Revel Pizza Solution partners with Apple to bring owners the best in secure, easy-to-use POS systems

Using Video to Draw in Customers is Key to Staying Relevant in the Coming Years

Learn four easy ways you can employ video to effectively attract attention and connect with customers.

PMQ Takes A Tour Through the Museum of Pizza Pop-Up Exhibition in New York

Pizza pop culture invades New York City with a limited-time pop-up, The Museum of Pizza, giving visitors a host of Instagrammable experiences.

Is Your Sauce The Boss? Tips on Successful Sauces

From marinara and pesto to nacho cheese and gravy, pizza insiders share the secrets behind their most successful sauces.

Quad Cities-Style Pizza: Tinkering With Tradition

Quad Cities pizzerias are an eclectic mix of traditionalists and tinkerers who crave change.

Experience Hog Heaven With This BBQ Pork Pizza by Marzetti Foodservice

Marzetti's range of sauces will add a delightful kick to any recipe.

The Benefits of Building Your Own Oven From Scratch

United States Pizza Team veteran Jason Samosky guides us through the ins and outs of building your own wood-fired oven.

Chef's Corner | Pete Blohme Tricks Out a Tasty Treat With Beignets

Serving up beignets, paninis and patriotism in Alabama’s French Quarter, Panini Pete’s fries up a taste of Southern hospitality with these delightful sugar-dusted puffs.

Should You Hire An Interior Designer? The Think Tank Has Some Advice

Think Tankers discuss the ins and outs of hiring a design expert to spruce up their spaces.
Edit ModuleShow Tags
Edit ModuleShow Tags
Edit Module
Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags
Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags