Pizza Today - June 2022 - 30

OPERATIONS
Order Direct Converts
How to approach third party as new customer acquisitions
By Denise Greer Photo Josh Keown
I
n conversations with pizzeria operators
at Pizza Expo, on The Hot Slice
podcast and visiting restaurants, the
same question is frequently posed: How
do I get the third-party delivery customer
to become my customer? Getting customers
to order directly from your pizzeria
will require a strategy on your part.
" Word of mouth " marketing may get
you customers on a third-party delivery
platform, but it will not win them over to
ordering from you directly.
What do we know about American
consumers? Recent studies from Sense360
found that 63 percent of customers would
rather order directly from a restaurant. A
SevenRoom study found that 47 percent
of customers think it's cheaper to order
directly from a restaurant.
So why do they order from third-party
providers? It stems from customers' buy
behavior. And, as we all know, changing
habits is a challenging task. We could
30 / PIZZATODAY.COM / JUNE 2022
devote hundreds of pages to changing
consumer buying habits. Let's focus on
the task at hand: third-party conversion.
We enlisted the expertise of David
" Rev " Ciancio, co-founder/CMO of
Handcrafted Burgers and Brews and head
of revenue marketing for Branded Strategic.
Ciancio has guided restaurants to
take back their deliveries from third party.
We also tapped one of the best marketing
minds in the pizzeria business: Clayton
Krueger, director of marketing and
communications at Tacoma, Washingtonbased
Farrelli's Pizza.
Ciancio points to the root of issue
as he sees it: third-party complacency.
" (It) is that they go raise their prices on
third party. And they are like, 'oh well, I'm
getting dinged and they have my guests'
data but at least I'm making my margin
and that's good enough.' I think that is
a terrible way to operate. Operators who
just go in and raise the prices, it's like
'Ok, I would tell you to do that. That's
smart. But how are you getting them to
stop using GrubHub and order from you
directly?' "
Therein lies the quandary. " It's not like
third party is going anywhere, so you
just have to figure out how to utilize it, "
Krueger says of Farrelli's approach. " Our
opportunity with third party is really to
think of it as a new customer acquisition
strategy. " Acquiring customers can be an
expensive way to drive sales but you have to
gain new customers in the pizza business.
Krueger continues: " In this day and age,
third party is one of the best platforms
to do that. These are people who want a
product you sell that are on a marketplace
where you most likely are and they are not
brand loyal at this point. If anything, they
are brand loyal to DoorDash or whomever
and are willing to pay a premium.
How do we a.) get our share of those
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Pizza Today - June 2022

Table of Contents for the Digital Edition of Pizza Today - June 2022

Commentary
Digital
Conversation
Mike's Monthly Tip
Man on the Street
Building Blocks
On Deck
Knead to Know
Destinations
A Look at Loyalty
Third-party Conversion
Digital Marketing in 2022
Seasonal Salads
Seasonal Salads
Low Prep Wow Apps
Summer-Inspired Pizzas
The Outdoor Experience
Automation Nation
Exterior Maintenance
Product Showcase
Pizza Today Yellow Pages
The Marketplace
Expo Spotlight
Pizza Today - June 2022 - Ctip1
Pizza Today - June 2022 - Ctip2
Pizza Today - June 2022 - Cover1
Pizza Today - June 2022 - Cover2
Pizza Today - June 2022 - Commentary
Pizza Today - June 2022 - 4
Pizza Today - June 2022 - 5
Pizza Today - June 2022 - 6
Pizza Today - June 2022 - 7
Pizza Today - June 2022 - Digital
Pizza Today - June 2022 - 9
Pizza Today - June 2022 - Conversation
Pizza Today - June 2022 - 11
Pizza Today - June 2022 - Mike's Monthly Tip
Pizza Today - June 2022 - 13
Pizza Today - June 2022 - Man on the Street
Pizza Today - June 2022 - 15
Pizza Today - June 2022 - Building Blocks
Pizza Today - June 2022 - 17
Pizza Today - June 2022 - On Deck
Pizza Today - June 2022 - 19
Pizza Today - June 2022 - Knead to Know
Pizza Today - June 2022 - 21
Pizza Today - June 2022 - 22
Pizza Today - June 2022 - 23
Pizza Today - June 2022 - Destinations
Pizza Today - June 2022 - 25
Pizza Today - June 2022 - A Look at Loyalty
Pizza Today - June 2022 - 27
Pizza Today - June 2022 - 28
Pizza Today - June 2022 - 29
Pizza Today - June 2022 - Third-party Conversion
Pizza Today - June 2022 - 31
Pizza Today - June 2022 - 32
Pizza Today - June 2022 - 33
Pizza Today - June 2022 - Digital Marketing in 2022
Pizza Today - June 2022 - 35
Pizza Today - June 2022 - Seasonal Salads
Pizza Today - June 2022 - 37
Pizza Today - June 2022 - Low Prep Wow Apps
Pizza Today - June 2022 - 39
Pizza Today - June 2022 - Summer-Inspired Pizzas
Pizza Today - June 2022 - 41
Pizza Today - June 2022 - 42
Pizza Today - June 2022 - 43
Pizza Today - June 2022 - The Outdoor Experience
Pizza Today - June 2022 - 45
Pizza Today - June 2022 - Automation Nation
Pizza Today - June 2022 - 47
Pizza Today - June 2022 - Exterior Maintenance
Pizza Today - June 2022 - 49
Pizza Today - June 2022 - Product Showcase
Pizza Today - June 2022 - 51
Pizza Today - June 2022 - Pizza Today Yellow Pages
Pizza Today - June 2022 - 53
Pizza Today - June 2022 - 54
Pizza Today - June 2022 - 55
Pizza Today - June 2022 - 56
Pizza Today - June 2022 - The Marketplace
Pizza Today - June 2022 - 58
Pizza Today - June 2022 - 59
Pizza Today - June 2022 - 60
Pizza Today - June 2022 - 61
Pizza Today - June 2022 - 62
Pizza Today - June 2022 - 63
Pizza Today - June 2022 - 64
Pizza Today - June 2022 - 65
Pizza Today - June 2022 - Expo Spotlight
Pizza Today - June 2022 - Cover3
Pizza Today - June 2022 - Cover4
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