Pizza Today - April 2021 - 32

you can get for it while still making
food cost and the items feel worth the
menu price? Then is the menu unified
everywhere: in-house paper menu,
online menu, catering menu, QR code
menu, third party menu and anywhere
people might find your food? Then
have it launch simultaneously; the
best bet is a Monday morning for the
menu and all other menus to roll out
unified.

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4. Marketing with a plan. A
decent professional photoshoot of
new menu items will get a lot further
than an overexposed shot from an
old iPhone under fluorescent kitchen
lights. These photos will sell beyond
what your words can do and give you
marketing ammo for your website and
all social platforms. Promoting the
menu items can be done on day one,
or you might wait a few days to know
the kitchen is firing on all cylinders
before you do a massive push. After
that, make a press release about your
new menu item; you never know what
or who will pick up the story and run
with it. Especially in smaller markets,
it's a story, and nightly news needs filler stories every day of the week. Why
not have it be yours, FOR FREE?
Sidenote: Also document yourself
during this whole process. It doesn't
hurt your sales efforts. Even when
the item isn't right, taking photos and
posting it to Instagram stories, demonstrating the journey is all a part of
the marketing of the item. You might
think no one would care, or I don't
want to show off the failures, but that

mindset is wrong. Selling the process
is a part of the story and it makes the
customer that much more likely to
want to try the final item. The longer
the build, the bigger the response.
This method is what works;
add more steps if you want but
don't do less than this. If you don't
do it this way, you'll still get the item
out there, but it'll be confusing and
won't garner the potential notoriety it
could. You want to sell the sizzle. You
want to build this up. If you don't, it
won't perform well. Even if you run a
single unit store and love to sell items
on the fly, you still need to abide by
these four principles for the item to
succeed. If you are living in the " daily
special " world, that's great, have fun,
but it doesn't translate to multiple
store growth. It's tough to do " daily
special " across various locations and
with numerous staff members and
have it executed the same way and
with universal pomp and circumstance.
For most fast-food chains, it takes six
to nine months to go from conception
to menu. It takes that long to source
the item appropriately with an ironclad process and marketing plan upon
rollout.
It's rarely smart to copy chain mentality on product quality; it's always
intelligent to copy their systemization
principles. These can make your life
easier and your menu robust, executable and successful. n
MIKE BAUSCH is the owner of Andolini's
Pizzeria in Tulsa, Oklahoma. Instagram:
@mikeybausch

©2021 Lactalis American Group, Inc., Buffalo, NY 14420.
Galbani is a ® of Egidio Galbani S.r.l.

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3/9/21 9:54 AM
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Pizza Today - April 2021

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