To stay competitive in the fast-casual segment, throw away traditional marketing tactics and think outside the box to attract new customers.
Pizza Reigns Supreme
Americans have a love affair with pizza. Ordering pizza is a Friday night tradition in homes across the country: 43 percent of people eat it every week. In the US, pizzerias are expected to generate revenue 55.5 billion dollars only this year Driven in part by growth in the fast-casual pizza segment, the pizza market is projected to grow by $42.2 billion by 2025, according to a report by Technavioa market research company.
The increased demand for high-quality fresh ingredients and quick service is helping to drive the popularity of fast-casual pizza chains. Customers admire the attractive customer service and made-to-order menus served in a modern and elegant atmosphere.
Growing chains like Blaze Pizza, MOD Pizza, Pieology Pizzeria and Your Pie are popping up across the country as demand for the fast-casual pizza segment grows. Founded in 2011, Blaze Pizza has grown to over 340 locations and earned a spot in Entrepreneur magazine. Franchise 500 list in 2022.
Fresh Pizzeria Marketing Tips
Many fast-casual pizza chains are expanding their market share by adding family-style options, larger pizzas and delivery service. By implementing curbside delivery and pickup, fast-casual chains have the opportunity to compete with major players in the industry, such as Domino’s Pizza, Papa Johns, and Pizza Hut.
With over 20 years of experience helping pizza chains add loyal customers, I’ve learned how to get the best return on investment for our partners. Direct mail is still a tried and true technique for attracting customers, but there are new and fresh strategies that can generate interest in your individual brand.
Launch a mobile app. Offering customers a mobile app can help streamline online ordering and facilitate curbside pickup and delivery with just a few taps on their mobile phone. Mobile apps are a cost-effective method to improve customer convenience and provide brand visibility. Apps may also provide links to customer loyalty programs and display updated special offers.
Go to TikTok. Facebook and Instagram likely already play a central role in your social media marketing. If you haven’t started a TikTok account for your restaurant yet, now is the time. There are more than 84.9 million active users of TikTok in the US, and almost 81 percent of them use the platform to learn about new stores, products and brands. TikTok can help you increase customer engagement and connect you with local influencers who can promote your business. Once you’ve set up your account, you can use TikTok to introduce new menu items, offer a behind-the-scenes look at the kitchen, or launch a contest. The possibilities are limitless.
Build local SEO. Focusing on local search engine optimization can help make your restaurant a fixture in your community. Building your local SEO will help your restaurant be the top search result when community members perform a search.
Enhance food photography. Mobile phones allow everyone to be a photographer. The average American takes 20.2 images per day: Scrolling through your feeds reveals that many of these images are of food. Improving food photography puts your dishes center stage and helps attract foodies, influencers and everyday customers who appreciate a well-prepared dish.
Text messaging campaign. When life gets busy, people turn to pizza for an easy and delicious dinner. Launching a text messaging campaign can keep your pizzeria top of mind as people make last-minute dinner plans. It is also an ideal platform to provide information about special offers.
Marketing of new engines. Americans continue to leave the cities and head to the suburbs for a better quality of life and lower cost of living. The pandemic outbreak exacerbated the trend, as Americans are now even less likely to prefer living in cities. Only 19% of Americans preferred city life in 2021, compared to 23% in 2018, according to Pew Research. Developers are helping to replicate the atmosphere of the city in an accessible environment by providing mixed-use communities that include retail components. These small town centers provide ideal locations for fast-casual restaurants to thrive.
More than 27.1 million people moved only in 2021. Targeting new riders when they change residence or head to the suburbs allows businesses to add new customers before building loyalty with the competition. To capture new movers, Our Town America mails new residents a welcome packet filled with proven one-time housewarming offers. Customers appreciate receiving a gift certificate to the local pizzeria as they unpack the boxes and settle into their new homes. All you have to do is provide superior customer service to encourage repeat business. We can even send a follow-up offer after the customer’s first visit to help foster brand loyalty.
Deliver solid messaging
Regardless of the marketing tactics you decide to use as part of your omnichannel marketing strategy, fast-casual pizza chains should pay close attention to messaging. Be sure to focus on the aspects of your restaurant that give it an edge over the competition. I suggest providing detailed information about ingredient quality, quick cooking times, and dietary accommodations. Combining engaging messaging with innovative marketing strategies will ensure your pizzeria becomes a weekly favorite.
After serving the country as a US Army medic, Michael Plummer, Jr. returned to the family business (Our Town America, the nation’s first New Mover Marketing franchise started by his father in 1972) in 2001 to work in the IT department. More than 15 years later, Plummer now leads the business as CEO and CTO, using his extensive technology and data expertise to make Our Town America the smartest analytics player in the industry.
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