By Matt Plapp
Let’s be honest: Most pizzerias need to increase sales. It’s the No. 1 question we get at America’s Best Restaurants from pizzeria owners. What most operators don’t realize is that the missing piece of the puzzle is right under their noses.
It’s the contact information of customers who walk in every day.
Restaurants should easily be able to build a database of 3,000 to 5,000 customers annually, but our research shows most gain only 500 to 1,000. In fact, most don’t have the info for nine out of 10 of their customers.
If you’re not consistently collecting customer information, including email, phone number and Messenger info, you’re leaving money on the table every day. Worse, you’re relying on third-party apps and platforms that you can’t control.
The Four Levers of Sales Growth
There are only four ways to grow pizzeria sales:
- Bring in new customers
- Bring back lost customers
- Get loyal customers to visit more often
- Increase the ticket size of each visit
You already know this. But what ties all four together and makes them actually work is having access to your customers’ contact info.
Without it, you’re just hoping they come back. With it, you can bring them back on command.
Related: Why Most Pizzerias Are Failing at Marketing (and How to Fix It in 2025)
Introducing: The Free Cash Promo
Let’s cut to the chase: Everyone loves free cash. And that’s why this Free Cash Promo I’m about to show you works in any pizzeria, in any town, every single time.
Here’s how to set it up:
Step 1: Create a High-Impact Offer.
Order a big, bold sign (we use BuildAhead.com) and print this message front and center:
SCAN HERE to win $100 CASH.
5 winners every month.
Place a QR code on the sign that links to your data capture form—either a landing page, a Messenger chatbot or your CRM form.
Pro Tip: Use a system like ManyChat to limit entries to once per day per customer. That way, regulars can enter each time they visit but can’t flood your list with duplicate entries.
Step 2: Make It Part of Your Culture.
The sign won’t work on its own. Train your team to point it out. Encourage them to say:
“Hey! Don’t forget to scan the sign before you leave. You could win $100 this month.”
This gets customers scanning, entering and giving you exactly what you want: the data of folks you can market to.
Step 3: Prove It’s Real.
At the end of each month, go live on Facebook inside your pizzeria. Stand next to the sign. Read off the winners. Explain how they entered.
When they come in to collect their $100, snap a picture and post it. Tag them. Create buzz.
Real faces = real trust = more participation.
Step 4: Market Like a Pro.
Now that you have the contact info, use it.
- Send them VIP-only offers: Give them offers to visit in off-times. Make sure these offers apply to an item that could lead to future higher spends, like a one-time free appetizer or dessert.
- Invite them to join your loyalty program.
- Trigger re-engagement campaigns based on their visit history.
With this plan, you’re no longer guessing. You’re working with a data-driven marketing system.
Why It Works (And Why It Matters)
This isn’t a gimmick. This is a marketing asset. Here’s why it crushes:
1. In-Store Data Converts Best.
Data collected inside your pizzeria has two times the return rate of data from your website or social media. Customers who scan that QR code are the ones most likely to come back.
2. It Builds Social Proof.
People want to see winners. They want to know it’s legit. Photos and Facebook Live streamcasts make this feel real and spread buzz faster.
3. It Engages Your Staff.
Instead of saying, “How’s your day?” (a.k.a. the world’s most boring question), your team now has a fun, valuable reason to interact with every guest: “Want to win $100 in cash?”
What Makes This Different
In $100M Offers, Alex Hormozi says you need to create offers so good people “feel stupid saying no.” This Free Cash Promo is exactly that. It’s simple. It’s powerful. And it gives your pizzeria a marketing engine that grows every single day.
You’re not just giving away $500 a month. You’re building a list that will make you $5,000, $10,000, or even $20,000 per month if you use it right.
Final Dough Takeaway
If you’re still relying on foot traffic, random posts or third-party apps to drive sales, you’re playing defense. This promo is about playing offense.
You control the customer journey.
You build the list.
You build the buzz.
You build the brand.
My name is Matt Plapp. I’m the CEO (chief energy officer) of America’s Best Restaurants. I’ve worked with thousands of restaurants since 2008 when I started this company, and over the next 12 months, we will help 2,500-plus restaurants with their marketing. This is the latest article in a weekly column for PMQ Pizza to help restaurant owners understand the gold mine we have to market in 2025—and beyond.
