National Cheese Pizza Day is September 5. Here are are five tips and insight for developing a promotion that will help pull in the customers, increase sales and create buzz.
Pizzerias nationwide will celebrate National Cheese Pizza Day on September 5. The annual celebration offers a lucrative opportunity for pizzerias to draw new customers and heighten brand awareness.
Here are five tips from industry experts on how to create a strong marketing strategy for the industry celebration.
No. 1: Create a specialty pie. Use non-traditional cheeses like Parmesan-Reggiano, Gruyere, fresh buffalo mozzarella, goat cheese or even gorgonzola to create a one-of-a-kind pizza for your menu that aims to please. Remember not all cheeses work well together and less is more when baking. That cheese spreads!
No. 2: Offer a promotion. A one-day promotion increases one-day check totals by encouraging customers to try your offering, but they will often add on check-boosting items like breadsticks, cheese sticks or dessert pizzas. At Fired Pie, the brand will offer 50% off cheese pizzas for the day. Doug Doyle, who co-owns the 20-unit company, said kids especially love their cheese pizza.
"We think it will be successful as it comes on Labor Day weekend when there's not a lot else going on, so we like to do it for the people that are staying in town," Doyle shared in an interview with Pizza Marketplace.
No. 3: Advertise. Use social media early to let customers know what you're offering, and make sure the photography is well done. Create your pizza and use a clear, well-lit photograph with your posts. Repeat several times for maximum efficiency. Consider creating table tents and putting flyers on top of your boxes in advance. The goal is to let people know you're creating a special by creating buzz.
Scott Anthony, a pizza marketing consultant who owns Punxsy Pizza in Punxsutawney, Pennsylvania, plans to send an e-mail out next Friday advertising $2 off his restaurant's cheese pizza. He'll also run a fun social media campaign for — what else? — the cheesiest joke.
"Make a plan," Anthony said in an interview. "Procrastination shows."
He also recommends making a pizza calendar with an advertising plan versus following what the competition is doing.
"Use this as an opportunity to educate guests about the quality of your cheese," he said. "Promote three to 10 days ahead to keep it fresh in people's minds, and use all (social media) platforms to get the message across. Have fun with your promotions."
No. 4: Staff up. While staffing can be a difficult challenge during COVID-19, people love specialty offerings and "holidays" like Cinco de Mayo and you're going to want to be able to handle the increase in-house.
No. 5: Make it a tradition. Consider bringing back your promo or specialty pizza from last year with the buzzwords "It's Back!" That one-day-only special becomes a yearly tradition.
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