Pizza Today - October 2017 - 60

FEATURES

CONCEPT

IS YOUR CONCEPT OUTDATED?

S TOR Y DA VI D LAM A R TIN A

P H OTO JO SH K EO W N

When, why and how to update your brand

C

heckered tablecloths and Chiantibottled candles have long been the
stereotype of Italian restaurants,
and some concepts still haven't left the
1980s. While traditional décor, oldfashioned menus and familiar food still fly
in some venues, times -- and customers
-- are always changing.
Most pizzerias must continually revamp
to stay relevant, adjusting food, atmosphere
and marketing to appeal to customers
new and old. From industry experts and
long-time restaurateurs, here are a few
considerations for rebranding your own
store.
* TIME FOR A CHANGE. How do you
know it's time to switch things up? "If
you're underperforming, it's probably time
to rebrand," says Carl Howard, CEO
of Lexington, Kentucky-based Fazoli's.
"Look at same-store sales and traffic, year
6 0 / P I Z Z AT O D AY. C O M / O C T O B E R 2 0 1 7

over year, compared to your peer group."
The numbers don't lie, and whether you're
running a franchise or independent shop,
declining sales go hand-in-hand with a
stale brand.
What about all the other factors that
influence sales? "After you go down
the checklist of location, demographic,
employees and management, the only
thing that's really left is your branding
and messaging," says Rhonda Sciortino,
industry consultant and creator of the Your
Real Success program.
Of course, location and demographic
themselves could be driving your need
for a rebrand. "As your target market ages
out, you have to appeal to younger people
and new trends," says Scott Anthony,
International Pizza Expo speaker and
owner of Punxsy Pizza in Punxsutawney,
Pennsylvania. Without frequent updates,
even well-established pizzerias will

eventually see sales decline as their original
customers age, move and pass on.
SO HOW DO YOU KNOW IF IT'S TIME TO
REFRESH OR OVERHAUL? Gradual change is

part and parcel of running a successful
business, but few shops need major
overhauls. "I'm not a fan of a big changes
because you don't want to alienate your
existing customers or let them think
your business is being taken over," says
Anthony. Typically, the best changes are
less disruptive: updated menus, redesigned
dining rooms and new messaging, not
necessarily done at the same time.
If your store is moving in a new
direction -- becoming more sports-focused
or family-oriented, for instance -- "then
you might just want to change your unique
selling proposition to let customers know
your mindset is shifting as theirs is,"
Anthony adds.


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Table of Contents for the Digital Edition of Pizza Today - October 2017

Pizza Today - October 2017
Commentary
Contents
Contributors
Expo Spotlight
Interact
Conversation
Man on the Street
Respecting the Craft
At Your Service
Destinations
Knead to Know
A Front-of-House Manager
Bbq Types to Menu
For the Love of Linguine
Lobster
National Pizza Month
Fundraisers
Road to Pizza & Pasta
Hot 100 Independents
Rebranded
The Pies of Providence
Preferred Suppliers
Pizza & Pasta Ne Exhibitor List
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Mike’s Monthy Tip
Pizza Today - October 2017 - CT1
Pizza Today - October 2017 - CT2
Pizza Today - October 2017 - Pizza Today - October 2017
Pizza Today - October 2017 - Cover2
Pizza Today - October 2017 - Commentary
Pizza Today - October 2017 - 4
Pizza Today - October 2017 - 5
Pizza Today - October 2017 - Contents
Pizza Today - October 2017 - 7
Pizza Today - October 2017 - 8
Pizza Today - October 2017 - 9
Pizza Today - October 2017 - Contributors
Pizza Today - October 2017 - 11
Pizza Today - October 2017 - Expo Spotlight
Pizza Today - October 2017 - 13
Pizza Today - October 2017 - Interact
Pizza Today - October 2017 - 15
Pizza Today - October 2017 - Conversation
Pizza Today - October 2017 - 17
Pizza Today - October 2017 - Man on the Street
Pizza Today - October 2017 - 19
Pizza Today - October 2017 - Respecting the Craft
Pizza Today - October 2017 - 21
Pizza Today - October 2017 - At Your Service
Pizza Today - October 2017 - 23
Pizza Today - October 2017 - Destinations
Pizza Today - October 2017 - 25
Pizza Today - October 2017 - Knead to Know
Pizza Today - October 2017 - 27
Pizza Today - October 2017 - 28
Pizza Today - October 2017 - 29
Pizza Today - October 2017 - A Front-of-House Manager
Pizza Today - October 2017 - 31
Pizza Today - October 2017 - 32
Pizza Today - October 2017 - 33
Pizza Today - October 2017 - Bbq Types to Menu
Pizza Today - October 2017 - 35
Pizza Today - October 2017 - 36
Pizza Today - October 2017 - 37
Pizza Today - October 2017 - For the Love of Linguine
Pizza Today - October 2017 - 39
Pizza Today - October 2017 - 40
Pizza Today - October 2017 - 41
Pizza Today - October 2017 - Lobster
Pizza Today - October 2017 - 43
Pizza Today - October 2017 - 44
Pizza Today - October 2017 - 45
Pizza Today - October 2017 - National Pizza Month
Pizza Today - October 2017 - 47
Pizza Today - October 2017 - 48
Pizza Today - October 2017 - 49
Pizza Today - October 2017 - Fundraisers
Pizza Today - October 2017 - 51
Pizza Today - October 2017 - 52
Pizza Today - October 2017 - 53
Pizza Today - October 2017 - Road to Pizza & Pasta
Pizza Today - October 2017 - 55
Pizza Today - October 2017 - Hot 100 Independents
Pizza Today - October 2017 - 57
Pizza Today - October 2017 - 58
Pizza Today - October 2017 - 59
Pizza Today - October 2017 - Rebranded
Pizza Today - October 2017 - 61
Pizza Today - October 2017 - 62
Pizza Today - October 2017 - 63
Pizza Today - October 2017 - The Pies of Providence
Pizza Today - October 2017 - 65
Pizza Today - October 2017 - 66
Pizza Today - October 2017 - 67
Pizza Today - October 2017 - 68
Pizza Today - October 2017 - 69
Pizza Today - October 2017 - 70
Pizza Today - October 2017 - 71
Pizza Today - October 2017 - 72
Pizza Today - October 2017 - 73
Pizza Today - October 2017 - 74
Pizza Today - October 2017 - 75
Pizza Today - October 2017 - 76
Pizza Today - October 2017 - 77
Pizza Today - October 2017 - Preferred Suppliers
Pizza Today - October 2017 - 79
Pizza Today - October 2017 - Pizza & Pasta Ne Exhibitor List
Pizza Today - October 2017 - 81
Pizza Today - October 2017 - 82
Pizza Today - October 2017 - 83
Pizza Today - October 2017 - Pizza Today Yellow Pages
Pizza Today - October 2017 - 85
Pizza Today - October 2017 - 86
Pizza Today - October 2017 - 87
Pizza Today - October 2017 - 88
Pizza Today - October 2017 - 89
Pizza Today - October 2017 - 90
Pizza Today - October 2017 - 91
Pizza Today - October 2017 - 92
Pizza Today - October 2017 - The Marketplace
Pizza Today - October 2017 - 94
Pizza Today - October 2017 - 95
Pizza Today - October 2017 - 96
Pizza Today - October 2017 - 97
Pizza Today - October 2017 - 98
Pizza Today - October 2017 - 99
Pizza Today - October 2017 - 100
Pizza Today - October 2017 - 101
Pizza Today - October 2017 - 102
Pizza Today - October 2017 - 103
Pizza Today - October 2017 - 104
Pizza Today - October 2017 - Reader’s Resource
Pizza Today - October 2017 - Mike’s Monthy Tip
Pizza Today - October 2017 - Cover3
Pizza Today - October 2017 - Cover4
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