Once upon a time in America, getting free publicity for a new pizzeria was relatively easy. Local newspapers were still thriving and happy to cover the hometown food scene, especially when a new restaurant opened. And the rise of social media platforms like Facebook and Instagram was initially a godsend, giving restaurateurs plenty of leeway in promoting their food and events at no cost.
But times have changed. Hometown newspapers are struggling to survive, and the social platforms throttle organic reach, requiring you to shell out money if you want it to reach a large chunk of your followers.
Fortunately, there are still opportunities out there for enterprising restaurateurs looking to build up their reputation without throwing around a lot of hard-to-come-by cash. Here are five ways to get started:
PMQ’s Pizza Power Forum: How to start building the pizza business of your dreams
1. Partner with a local animal shelter. Today’s customers, especially millennials and Gen Z, put great stock in restaurants that give back and do good works in their community. And who doesn’t love animals? Pizzerias around the country have enjoyed great success by collaborating with local animal shelters and animal rescue organizations. Develop a box topper that features photos of animals up for adoption and point customers to the shelter to find their new best furry friend. Consider offering a gift card to anyone who adopts a pet featured on your pizza box. Depending on the time of year, try hosting a “pups on the patio” event to encourage pet adoption. (First, check to make sure such events are permitted by law in your town.) Make sure your event partner does its part to spread the word on social media, and animal lovers will remember you when it’s time to order their next pizza.
2. Feed the hungry or the homeless. Dedicate a new LTO specialty pizza to helping a local homeless shelter or food pantry. For every pizza sold for a designated day, week or a month, donate one pie or a dollar amount to your nonprofit partner. Deliver the pizzas personally and make sure to get photos for social media. Reach out to your local newspaper or TV station and ask them to tag along. And remember to keep count of how many pizzas you gave away and/or how much money you raised, and tout the final number on social media so customers will feel good about supporting your pizzeria. Don’t think of it as bragging—think of it as raising awareness for an organization that your customers will want to keep supporting.
3. Support your local public schools. Set aside one night a month for a fundraiser for a school in your market. Promote the monthly events on social media and ask local influencers, food bloggers and local VIPs (such as the mayor, city council members, etc.) to attend as well. Invite popular teachers, coaches or administrators to host the event and let them create specialty pizzas for the evening. Another option: Give away coupons for free cheese or one-topping pizzas to every student with straight As on their report cards. Take a photo of every child who comes in with a perfect report card and post it on social media (just make sure you’ve got the parent’s permission). In fact, it’s important to shoot and post videos and photos of all of these events. Do that consistently every month and always announce the date of the next fundraiser. Customers who missed the latest one will want to know when the next one will be.
4. Create a pizza with crazy toppings. Everyone loves novelty, and a weird pizza will get customers’ attention every time. How about a pizza topped with hot dogs or tater tots or even a chili dog pizza? Maybe some unusual dessert pizzas piled with Lucky Charms or crumbled Oreo cookies? Or a veggie pizza with turnip greens and peas or a meat lovers pie piled with tender, slow-cooked venison as well as more standard ingredients? Think about ingredients that don’t normally make it onto a pizza, develop recipes and start offering monthly specials touted on your social platforms. Shoot videos and still photos to build more interest, and let your team members try each pizza so they can better answer your customers’ questions.
5. Work with social media influencers. These influencers often have significant followings, and many of them focus on food or even specific dishes, such as pizza. Do some research and identify foodie influencers in your area, then reach out to them and extend an invitation for some free pizza at your shop. Don’t just think Dave Portnoy. Yes, he’s famous, but the lesser-known influencers can give your pizza shop a big PR boost. Note: Foodie influencers are often looking for unique or novelty food items, such as huge slices or pizzas topped with unusual ingredients. See No. 4!
