By Kate Finley

In the world of pizza, where operators have long relied on trade shows, distributor relationships and word-of-mouth to make product decisions, a quiet revolution is underway. Both pizzeria operators and suppliers are increasingly turning to social media—not just for visibility, but to drive sales and shape industry trends.

From conveyor ovens to dough flours, today’s purchasing decisions are being shaped by content creators who bridge the gap between technical specs and real-world kitchen use. 

And it’s not just suppliers who stand to benefit—pizzeria operators have an opportunity to build influence, attract new customers and strengthen their businesses by becoming creators themselves.

Related: Matt Plapp: Why You Should Give Away Free Food—And How to Make More Money Doing It

Pizza Pros Are Turning to Social Media for Research

Restaurant operators, franchisees and chefs are conducting more of their product research online, including via social media. Platforms like TikTok, Instagram and YouTube have become go-to spots not only for entertainment and inspiration, but also for sourcing peer recommendations and suppliers. 

This trend mirrors broader B2B behavior: Decision-makers now complete a majority of their buying journey before speaking with a sales rep, and more than half of younger B2B buyers rely on external sources—including social media and their network—to help make buying decisions.

That’s why the pizza category is a prime candidate for influencer activation. Videos that demonstrate how ovens perform under pressure, how automation improves consistency or how ingredient swaps impact quality aren’t just fun to watch—they’re driving real buying decisions.

How Pizzeria Operators Can Build Influence 

Pizza has long had a cult following online. But now, the genre has matured. Influencers aren’t just making drool-worthy content—they’re acting as educators. 

Credibility of operators and chefs equates to trust. Those deeply embedded in the pizza community have a unique opportunity to leverage their credibility and build platforms that provide monetization both for and beyond the restaurant. 

Whether creating your own content or partnering with someone who can help with filming and editing, here’s how to get started:

  • Find your niche—Every pizzeria or chef has something they do better than anyone else. Maybe it’s your signature dough, cooking technique, a menu item customers can’t stop ordering or your charisma. To identify your niche, ask: What do customers constantly compliment? What behind-the-scenes processes have you perfected? What experiences or lessons could help others improve their operations? Your niche doesn’t need to be flashy—it just needs to be honest, interesting and relatable.
  • Share what you know—Once you’ve identified what makes you unique, share it. Show how you stretch dough, explain why you use certain ingredients or give a tour of your kitchen setup. Share content that helps other operators, pizza enthusiasts or foodies learn something new.
  • Use simple content strategies—While creating content (scripting, filming, editing) is hard work, there are a few key things that all successful creators do:
  • Show personality 
  • Use video
  • Teach or entertain 
  • Post consistently
  • Engage with comments
  • Optimize content for social search (ex: keywords, hashtags)
  • Explore partnerships 

Supplier Pizza Campaigns and Partner Examples

Partnerships can involve collaborations with fellow pizzeria operators and chefs or with supplier brands. Either way, they are mutually beneficial, add variety and excitement and help expand reach or credibility for all involved parties.  

The most impactful influencer partnerships focus on storytelling, not specs. They bring products to life in ways that are both entertaining and educational—and far more persuasive than any traditional ad. 

Consider these recent examples: 

  • Hormel Foods x Anthony John Scardino: For Pizza Expo 2025, Scardino showcased Hormel’s ingredients in a behind-the-scenes post that reached his 35.3K Instagram followers—many of whom are fellow operators looking for advice.
  • PizzaGroup x Vito Iacopelli: With a devoted YouTube following of 1.64M subscribers, Vito Iacopelli’s recommendations carry major clout. He regularly reviews ovens and tools through the lens of business impact and his content on selecting the best pizza oven for commercial use isn’t just product-centric—it’s packed with operational insights. 
  • Flatiron Pepper Co. x Alex Koons: When Pie 2 Pie podcast announced Flatiron Pepper Co. as its newest sponsor, Koons described his first taste as an “a-ha” moment. The collaboration goes beyond promotion, positioning Flatiron as a community-approved upgrade for fellow pizzerias.
  • Real California Milk Foodservice x Lars Smith and Leah Scurto: Partnering with multiple smaller creators as brand ambassadors has given Real California Milk Foodservice ongoing visibility. Even with just 2-3K followers, these creators are driving visibility at pizza championship events and sharing menu ideas for a wide range of ingredients. 

  • Central Milling x Charlie Anderson: While not a formal sponsorship, Charlie Anderson’s organic shoutout of Central Milling’s Red Rose artisan flour is a case study in authentic influence. His breakdown of flour quality and performance to his 187K YouTube subscribers underscores how praise from a respected creator can carry more weight than a traditional advertisement.
  • Di Marco x Davide D’Eramo: Pizza consultant and chef Davide D’Eramo collaborates regularly with Di Marco to spotlight their products and share original recipes with his 16K followers. The ongoing partnership is genuine and engaging, rooted in shared values and culinary creativity.

These partnerships work because they embrace influencers not as vanity plays, but as strategic partners and sales channels. The right collaborations can:

  • Showcase equipment or ingredients in authentic settings
  • Highlight combos and methods that are customer-approved
  • Tell real-world stories that are relatable and impactful 
  • Provide content that educates and solves operational challenges
  • Accelerate consideration and shorten the sales cycle

Unlike traditional sales materials, influencer content is built to engage. It’s searchable, shareable and sits exactly where buyers are already spending time. Comment sections also create a direct feedback loop that can’t be replicated elsewhere.

Getting Started with Influencers (For Suppliers and Operators Alike)

You don’t need to chase celebrity chefs or rack up six-figure budgets to make influencer marketing work. The real magic often lies in tapping into micro and mid-tier creators (10,000 to 500,000 followers) who are deeply connected with followers and easily shape audience opinions. Here are guidelines to keep in mind:

  • Find right-fit partners—Start by identifying creators who reach your target audience or who already use or reference your product category. Use search capabilities on social platforms or employ paid tools like Sprout Social for more information. Then dig deeper to confirm brand fit by evaluating their voice and confirming compatibility with your values. 
  • Define your goals—Know how you will measure success before entering conversations. For suppliers, maybe it’s increasing sample requests, collecting testimonials and owned content or getting product feedback. For operators, maybe it’s growing foot traffic and sales or gaining new followers.
  • Lean into edutainment—Collaborate on content that teaches something—how-tos, product comparisons, kitchen hacks—but also incorporates an element of fun. Not only does this drive watch time and shares, but it builds trust and positions your brand as a solution provider, not a salesperson.
  • Leave room for creative freedom—Don’t over-dictate what content should look like, say or include. Influencers know what will resonate best with their audience—it’s why you chose to partner with them in the first place. 
  • Pursue campaigns—For the biggest return, partner with influencers for multiple pieces of content. When followers see your brand repeatedly, it signifies a stronger endorsement. Better yet, find influencers who are already fans of your product or leverage employees and build on that authenticity. 
  • Plan for amplification—Repurpose influencer content to extend its life: feature it on your website, use testimonials and clips on your website, include influencers in event strategies, email content or digital ads. Good influencer partnerships don’t just live on social media—they fuel your broader marketing engine.

If you’re entering the influencer space for the first time, start small and build momentum. A single thoughtful collaboration with a trusted voice can deliver more qualified leads and brand lift than months of traditional outbound effort.

A Competitive Edge in a Saturated Market

Today’s operators face labor shortages, rising costs and shifting customer expectations. They need solutions they can trust—and they’re finding them through the creators they follow online.

Influencer marketing in pizza isn’t just for big brands or flashy campaigns. It’s a powerful tool for both suppliers and operators to build credibility, share expertise and grow their business. It’s a natural evolution of how information flows, how trust is built and how purchasing decisions are made. 

Kate Finley is the founder of Belle Communication, a public relations, influencer marketing and consumer insights agency that specializes in foodservice. 

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