Pizza Today - October 2017 - 62

Still, an overhaul is occasionally in order,
particularly when a shop's location and
concept don't align. "If a restaurant is really
struggling, they have to decide whether
the location is worthy, and whether it will
maintain a surge of business if they invest
in the remodel," says Ron Lieberman,
owner of PizzaRev La Habra and CEO of
Design Development.
Ultimately, though, the degree of
change necessary depends on the severity
of underperformance. Shops with mostly
successful track records need small,
targeted changes, while restaurants that
have floundered from the get-go need
completely new concepts (or locations).
WHICH PARTS OF YOUR OPERATION
SHOULD CHANGE, AND WHICH SHOULD
STAY THE SAME? To answer both questions,

turn to your customers. "Nowadays it's
easier than ever to do electronic surveys,"
says Sciortino. "From that data you can
determine what people love about your
brand and what brings them back.
Howard agrees, noting the importance of
learning what former customers like about

your competition. "You really have to find
out why guests are leaving, where they're
going and why they're going there," he says.
Food quality, service, price, atmosphere
and more - You won't know what's really
responsible for your successes and failures
until you generate some data.
Of course, polling customers won't work
if you're not willing to hear their answers.
"You have to extract the emotion out of
the process and act on the information you
get," says Sciortino. "If you're a mom and
pop pizzeria that's still doing what worked
in 1979, you're going to have to make some
changes."
WHEN IT COMES TO SPECIFICS, many shops
would do well to follow recent trends.
"There's been a surge in the last 10 to 15
years, and we're seeing a new, Millennialoriented look," says Lieberman. "Young
folks, the majority of people spending
money in restaurants, want something more
casual and laid back." Overall, Gen Y favors
simple, industrial interior designs and
menus that focus on food quality, health
and a lack of artificial ingredients.

Still, not every shop needs to appeal to
a younger crowd or adopt recent trends.
"Every mom and pop shop that's been
around for a while is really an expert on
their neighborhood, and they should
capitalize on that," says Sciortino. If a
long-standing business can play on their
history, it can be a popular gathering spot
for customers young and old, regardless
of -- perhaps even because of -- its
deviation from what's in vogue.
Likewise, any shop's customer base
is the people living within a few miles,
and that demographic will largely dictate
the necessary changes. If young people
are replacing older generations, then
significant changes may be in store. "If
older folks are moving in, on the other
hand, you'll need to be traditional, cozy
and embracing," says Lieberman.
NO MATTER HOW YOU REBRAND,

communicating the changes to customers
is key to realizing a return on your
investment. Fortunately, telling your story
is easier today than ever before. "The
internet has leveled the playing field,"
says Sciortino. "Now every shop can
get a YouTube channel, Livestream and
basically have their own reality show."
Social media allows you to reach out to
customers for next to nothing, and review
sites let you learn exactly what people like
about the changes you've put in place.
With so many modes of
communication, however, consistency is
even more important. "I definitely think
rebranding is harder today than before,
when you could just put up a banner that
said 'under new management,' or 'new
and improved,'" says Anthony. "With all
the research you can do today, you have
to back up what you're doing on every
platform."
From your online marketing to the
look and feel of your store to the way
you talk about your food, everything
about your brand should convey the same
message to your customers. n
DAVID LAMARTINA is a Kansas Citybased freelance copywriter who specializes
in the finance, food and health industries.

6 2 / P I Z Z AT O D AY. C O M / O C T O B E R 2 0 1 7


http://www.PIZZATODAY.COM

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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