By Jeri Glyn
So, you’ve just sunk all your cash into your brand-new pizza restaurant, and you still need to market yourself, but you’re broke as a joke. Here are 11 free ways to gain awareness and get people in the door, and they only cost time!
- Participate in Local Events
What better way to connect with the community than by attending local events? Farmers’ markets, festivals, car shows, local ball games, concerts in the park and community gatherings are perfect opportunities to set up a booth, hand out samples, and showcase your mouthwatering pizzas. Meeting potential customers in person can create lasting relationships and repeat customers. Word of mouth is incredibly valuable, so don’t be shy—ask every customer to tell at least five people about your business. - Partner with Local Businesses
Collaboration is key! Team up with nearby businesses to create enticing promotions. Whether you’re offering a discount on pizza for their customers, hosting joint events or collaborating with them on a unique LTO pizza, cross-promotion can mutually benefit both establishments and draw in crowds. Popping up at a local bar or brewery is definitely the way to go! - Get On Social Media (If You’re Not Already)
Today’s world is digital, so don’t miss the chance to show off your menu and interiors. Utilize platforms like Instagram and Facebook to share eye-catching photos and videos of your pizzas, engage with customers, and announce special deals or exciting events. Remember, it’s quality over quantity with your content, but you do need to post consistently. Print out and display your social media’s QR code everywhere. Ask customers to scan and follow. - Hook Up with Local Influencers
Consider inviting social media influencers and/or local food bloggers to your pizzeria for a complimentary meal. Their reviews and features can introduce your restaurant to a wider audience and help establish credibility in the community. If necessary, barter food! If anything, you’ll get some great pictures and videos to use for future marketing and social media posts. - Start a Loyalty Program
Reward repeat customers with a loyalty program! Whether it’s a points system or unique perks for frequent visitors (preferably both), encouraging return trips can get you life-long customers. A loyalty program will require some setup, but your POS system is probably already designed for it. And who doesn’t appreciate some free food? A lot of your customers still love an old-fashioned punch card, too! - Boots on the Ground
Get personal by going door-to-door in your neighborhood! Hand out menus paired with coupons at local businesses, doctors’ offices, hospitals, hotels, banks, and other business offices. This hands-on marketing approach shows your commitment to connecting with the community. With the holiday season around the corner, be sure to mention that you can cater their office parties! - Host Community Events
Create buzz by hosting your own exciting community events! From themed pizza nights to trivia contests, these gatherings not only draw in customers but also foster a fun and inviting atmosphere that keeps them coming back for more. If you’re too busy, consider trading food and having your funniest friend lead an event. Fall is coming, and people will soon be looking for something to do when it’s dark at 5 p.m. - Get on the Food Delivery Apps
If you haven’t already, signing up with food delivery apps can significantly enhance your restaurant’s visibility. Many customers prefer the convenience of ordering food online, so partnering with reputable delivery services can help attract a new audience that may not have discovered your pizza otherwise. There’s no better way to gain awareness than by promoting your restaurant on platforms like DoorDash. - Customer Feedback Is King
No, cash is king, but you get the picture. And a picture is worth a thousand words, especially when accompanied by a raving review! Encouraging customer feedback not only shows that you value their opinions but also provides you with invaluable insights into what works and what doesn’t. Consider setting up automated follow-up emails or surveys after customers place their orders or dine in to gauge their satisfaction and identify areas for improvement. Additionally, encourage your customers to leave reviews on your social media. Just be mindful of Yelp—unless you want the endless spam calls that come after signing up for that free 30-day trial. - Hop on the Pumpkin Spice Train!
Celebrate the seasons with themed promotions. Whether it’s creating a pumpkin spice pizza for fall or a light, refreshing pie for summer, tapping into seasonal flavors can drive sales. - Shout it from the Rooftops!
Many local newspapers, magazines, and online news sites will publish press releases at no cost. If you’re unsure about your writing skills, consider using ChatGPT to help craft your message—just be sure to verify key details like your name, address, website and other important information. Additionally, it’s typically free to add your grand opening or other events to your local community calendar. Don’t forget to share inspiration in local Facebook community groups, and feel free to participate in “rant and rave” or “buy/swap/ trade” groups as well.
Sharing the love for your new place and menu with the community doesn’t have to be overwhelming or break the bank. With a mix of creativity and strategic marketing, you can carve out a niche for your restaurant that resonates with customers. Make sure to ask your new customers how they discovered your business when they arrive. This will help you understand which grassroots marketing strategies are effective for your establishment. And if all else fails, find your most obnoxious friend and dress them in a silly costume to stand outside your door and “bark”!
For additional marketing and branding insights, be sure to follow Jeri Glyn on Instagram at @jeriglynstudios.
Jeri Glyn is a dynamic force in the world of design and branding, boasting over 20 years of experience that includes hospitality architectural design. Based in Texas, Jeri has established herself as a talented designer, marketing strategist and creative disruptor. Before diving into the realm of digital storytelling and design, she owned and managed a successful restaurant and bar, where she honed many of her “down and dirty” marketing tips and tricks. From boring to BRANDED! Get in touch with her at jeriglyn.com.
