By Tracy Morin
Whether you think they’re geniuses or odd byproducts of our digital age, social media influencers have become an undeniable part of doing business in the 21st century. We’ve all seen the right post at the right moment turn thousands or millions of heads, taking a pizzeria from obscurity to viral sensation.
But, in the Wild West of social media, “rules” are ever-changing—when they exist at all—and every food influencer takes a different approach to their business. How can you attract their attention, give them a great experience, and reap business-boosting content in return? Here, three in-demand Instagrammers share their top advice on creating win-win influencer partnerships.
PMQ’s 2026 Pizza Power Report: Why Independent Pizzerias Might Be Perched in the Catbird Seat
How It Works: A Runner’s Rundown
Content creator and marathoner Simone Hanlen (@nycmuncher, pictured above), who literally runs to pizzerias around New York City, explains that influencers are drawn to pizzerias for many reasons: strategic (a restaurant is already getting hype), esthetic (the perfect Neapolitan or an over-the-top novelty covered in chili and hot dogs), or experiential (a unique environment or event). “It’s easy to gain engagement with places that people are already excited about,” Hanlen says. “And visuals are key to grabbing someone’s attention on social media.”
Hanlen, who offers paid services, often fields direct messages from pizzerias or PR agencies for her visits. “You can request what you would like from that influencer and negotiate the terms,” she says. “Influencers want to enjoy the experience. When invited into a pizzeria, this could mean anything: trying menu items, watching the cooking process or even dough tossing.”
Hanlen also tries to accommodate their desired focus—like a certain product or the business’ history—so clear communication from both parties is key. “Simple things are appreciated at a visit, like knowing I’m coming—sometimes the staff has no idea—and trying a few different items to get an idea of the menu. I like to share about unique things: What makes a pizzeria have longevity? What menu items set this pizzeria apart?”
Influencers like Hanlen take multiple images and videos and can usually give timelines for their expected completion. They may create multiple posts from one visit and share images or reviews on Google or Yelp to boost your business’ online profile.
Of course, unsavory influencers also lurk online. Hanlen shares the following red flags to watch out for:
- Low-quality content. Look at their photos and videos—would you want this work representing your brand?
- High follower count with no engagement. Is the person getting likes/comments? Do those comments sound like real people? You want someone with an actual audience.
- Transactional attitude. Will they partner with you? Do they have interest in your brand? Do they have interest in pizza?
What’s Your Story?
Anthony Pizzi (@localpizzi, pictured above), based in East Hanover, New Jersey, also runs the New Jersey Pizza Alliance and the New Jersey Food Alliance, each with its own group of 30 to 40 influencers. He emphasizes that excellent food quality is important, but influencers’ interest often goes beyond the pizza itself—to the people behind it. “That’s the story, the heartbeat,” Pizzi says. “What’s the reason behind why they do what they do every day? Building authenticity and a great backstory draws the most attention.”
Therefore, when Pizzi visits, he prefers to meet the owner, hear his story, and even tour the kitchen to learn what makes the food special. “I want to feel that the shop owner cares that I’m there to try their food,” Pizzi says. “Be curious and take the time to speak to me. I want to feel like these people support me, and it’ll be reciprocated—I’ll support them. We need to respect each other’s time.”
After all, a lot of pizzeria owners don’t see what truly goes into creating top-notch coverage. “They think we post videos of the pizza and that’s it,” Pizzi says. “But we drive there, visit for an hour or two, eat the food, make a video—that’s the easy part. Then you might spend six to eight hours editing to make it perfect. So, when you post it, you expect that the shop owner will also post and promote it—bringing them new business and you (the influencer) more publicity. It’s a mutual relationship. It’s not just about comments and likes; it’s about reputation. The best influencers ask questions—they really care and want to represent your business in the best way.”
Here are more of Pizzi’s suggestions for working with influencers:
- Be clear on what your goals are and what you’d like to share. What’s special at your shop? What do you want people to know? Pick a couple of items to highlight.
- The post is not the finish line. You can push the influencer’s post as an ad, but even that messaging will eventually grow stale. Continue to invest in your customers, new menu items, and sharing about your store and the people behind it.
- If the influencer’s content doesn’t fit your brand, don’t force it. Look for people who cover pizza specifically.
- Believe in the value of your own story—an influencer can amplify it a bit, but they can’t invent it. And leave your ego at the door; that kills collaborations.
- Even if you aren’t directly paying influencers for their work, it’s appreciated to offer them travel expenses, like gas money. Some influencers won’t accept anything; for others, this is their job. Write it off as a marketing expense!
For the Love of Pizza
Totowa, New Jersey-based Stephen Winters (@thepizzahulk, pictured above) admits that his approach to influencing is different than many. He eats plain pies (cheese only), prefers certain styles, and works simply for the love of pizza. “If the pizza looks great, I’ll go check it out—and I’ll usually make the effort to go if someone asks me,” Winters says. “If it’s far away, I’ll still post their pies on Instagram and tell a friend to try it. But I try not to recommend places I haven’t been, because what if it’s terrible?”
Winters’ page now focuses on “the pizza reveal”—opening the box and circling around the pie to grab viewers’ attention. Most of the time, he simply shows up at pizzerias, without a heads-up to the owner or staff. “I don’t charge anybody, because I don’t know what a fair number would be for the return you get,” he explains. “Yes, some people make a living on this, but it’s not my job, it’s my hobby. I do it for me. I just want to talk about pizza.”
Winters is not even sure that eyeballs necessarily translate to visits—his post for DeLucia’s Brick Oven in Raritan, New Jersey, got more than 100,000 views, but did it move the needle much for this already legendary pizzeria? “Yet another I’ve done, they called me and said, ‘We’re already out of dough for the week, and it’s Tuesday,’” he recalls. “It’s a rough line on where influence goes.”
Still, whether your influencer is paid or pro bono, Winters advises pizzeria owners to seek out their honest feedback. What did they like best? What could be improved? After all, they’ve likely been to a lot of pizzerias, and they know what customers respond to (at least online). Don’t miss out on soliciting their expertise!
Tracy Morin is PMQ’s associate editor.
