As leading pizza chains like Domino’s and Papa Johns roll out more value deals this fall, independent pizzeria operators need their own game plan for football season. Case in point: Domino’s this week announced its “MOREflation” special, which will extend through the end of September—just as football season kicks into high gear.

Positioned as a bid to help customers fight “shrinkflation”—less product for more money—Domino’s digital-only MOREflation special promises the opposite: When customers mix and match any two or more medium two-topping pizzas for $6.99 each, they can upgrade one of those pizzas to a large size at no additional cost.

For independent pizzeria operators, that deal is a clear example of how major chains are increasingly using value-driven promotions to attract cost-conscious customers. Offering more food for the same price plays directly into the current consumer mindset, where pizza lovers are looking for ways to stretch their dollar. A national promotion like that could draw your regulars away for what might seem like a better deal—and at a time when you’re counting on higher fall sales after a slow summer.

Unlike Domino’s, you can’t “tip” your customers for tipping their delivery drivers or give away free pizza for “emergencies. But you have strengths that large chains like Domino’s can’t easily replicate—such as more flexibility in the kitchen, rock-solid local ties, and unique menu offerings. With football season now underway, it’s time to think creatively about how you can offer your own version of value while cementing your relationship with hometown sports fans and turning them into regulars. You call the plays. Don’t be afraid to go long. Here are some ideas to get you started: 

• Create a Football Party Platter: Football fans love to snack during games. Develop platters loaded with popular gameday items, like wings, garlic knots or rice balls, with large groups in mind. Another possibility: Offer a large group one free pie when they order five at the regular price.
• Game Day Party Packs: As an alternative to platters, create football-themed pizza bundles for groups watching the game at home. These could include pizzas, wings, breadsticks and 2-liter sodas at a reasonable (but profitable) bundle price, marketed as “The Ultimate Game Day Pack,” “Touchdown Feast” or “Quarterback Combo” to tap into the football excitement.

• Hometown Team Loyalty Specials: Football season isn’t just about the NFL and the NCAA. Virtually every local school has a team, and every team has its avid fans. Offer “Friday Night Lights” discounts, bundles or promotions tied to your hometown team. For the latter, maybe it’s a special offer or a free side item when guests show up wearing the local school’s team colors, hat or jersey on game day—before or after the game.
• Team Pizza Collabs: Partner with your hometown high school/college football team or cheerleading squad (or both) to create the specialty pizza of their dreams. Let the team select a few representatives and bring them into your restaurant for a pizza-making clinic. Shoot fun, high-energy videos while they’re learning to stretch dough and make the pizza and post them on TikTok or Instagram. Finally, give the pizza a grabby name, put it on the menu for the rest of the season, and donate a portion of sales to a local nonprofit, pet shelter or other community organization chosen by the athletes. Get the coaches involved, too!
• Pizza Art: Show off your artistic skills by designing a specialty pizza that highlights your team’s mascot, whether it’s the classic horseshoe for the Colts, a fleur-de-lis for the Saints or a tiger for LSU, Clemson or Mizzou fans. Post videos of the process of creating your masterpiece and share videos and photos of fans trying it out in your restaurant.
• Player of the Week: Honor a high school or college “player of the week,” on social media and invite that athlete in for a free small pizza or order of wings to celebrate a heroic effort on the field. (They’ll likely bring friends or family members along.) You can also ask the community to vote for the player of the week on your social media account.
• Fantasy Football League Specials: Fantasy football leagues often gather weekly for game-watching parties. Offer a “League Leader Special” where any fantasy football league that orders regularly from your pizzeria can unlock rewards throughout the season.
• Football Squares: Organize a classic football squares game for local, college or pro football match-ups with a pizza shop spin. Each customer who places an order over a certain amount can pick a square for the game, with winners receiving a free item or a gift card. 
• Halftime Pizza Giveaways: Run weekly social media contests during the games. Ask fans to post pictures of their game-day setups with your pizza for a chance to win free food at halftime or during the next game.
• Face-Painting Contests: Here’s another idea for social media: Ask your customers to post photos of their painted faces—the more outrageous the better—for every gameday and tag your pizzeria. Share the pics on your Instagram or Facebook account and let customers vote for their favorites. Award some kind of prize, such as a gift card or free pie, to the winner. 

Major chain franchisees in your market have plenty of advantages—huge national ad campaigns, bulk purchasing power, high-tech systems, you name it. But you’ve got superpowers of your own: full creative control over your business, the agility to implement new marketing strategies, and loads of goodwill in the community. You don’t need anyone’s permission to do anything for this year’s football season. Just do it.