Pizza Today - June 2022 - 32

customers and b.) what do we want to
do with them once we got them? You
kind of have to have a strategy around
that right out of the gate, which is super
high level. So, you have to have a benefi t
for them to come over to your side. Once
you have that then you can communicate.
Th at is really the strategy that we've tried
to employ. "
A manageable way for Farrelli's to do
that is to not partner with every thirdparty
platform available, but instead to
be exclusive to the one(s) that are most
benefi cial to the pizza company. Th at also
allows Farrelli's the ability to negotiate a
better rate with its DoorDash partner.
There are tactical approaches
you can take to convert third-party
customers to order from you directly.
Ciancio warns that you must be willing
to be proactive. " If you've decided you
want to win this battle, all you have to
do is mimic GrubHub, " he says, using
GrubHub as an example of third-party
providers. " Do what they do. Use them as
a model. What do they do? Th ey collect
guest data, they e-mail their guest, they
text message their guest and they make
it easy to order. If you just do those four
things, you'll be more successful. "
Ciancio dives into strategies further
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with three action items.
1. Make online ordering easy for the
customer. " You got to have your own online
ordering system and it has to be easy
to use, " he says. " Remember GrubHub
is easy to use. I can literally use a thumb
to get hot wings. You have to have an
online ordering system that is easy to use
and intuitive. " You need to reduce the
amount of clicks it takes to add a pizza
into a checkout cart to as few as possible.
2. Limit your menu on third party
platforms. " I would only play my greatest
hits on third party, " Ciancio says. " So
if someone happens to really love your
specialty this or that, they have to go to
you to get it. "
3. Raise your prices on third-party
platforms. Ciancio says you do need to
raise your prices on third party but, you
also need to incentivize customers to
come over to your ordering platform.
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Furthermore, is your brand front
and center with the third-party
customer? If you use unbranded boxes,
bags, cups and napkins, customers are not
being exposed to your brand. Custombranded
items will help the third-party
customer correlate your food with your
brand. " You have to be memorable, "
Ciancio says.
Farrelli's works to make ordering
directly as seamless as possible. " Th e barrier
to entry is friction, " Krueger says. " You
have to make it as frictionless as possible
for them to make the switch and you've
also got to dangle a little carrot in front of
their face and say, 'Come over here.'
" In our case, the kinds of carrots we
hang in front of those people's face is we
off er free delivery for any order that is
over $50. Th at is well under our order average.
We also off er discounts and deals. "
Farrelli's targets third-party customers
on every order. " Th ey get a specifi c boxtop
sticker that targets them that says,
'Hey, next time, place your order through
our app and get $10 off on your fi rst and
get free delivery for orders over $50,' "
Krueger says. Th e sticker also includes
a bullet-pointed list of reasons to order
from its app with a QR code.
Ciancio suggests going even further
and instead of off ering a discount for
the next visit, ask for the customer's
feedback. " How was your pizza? " he asks.
" Tap the QR code and tell me, then I'm
going to capture your e-mail or phone
number so I can market to you in a week.
I'll ping you in a week and ask you to
order and I'll send you the coupon then. "
It creates a call-to-action.
Since Farrelli's does not have in-house
delivery, the company also uses DoorDash
exclusively for deliveries. Even
so, Krueger says, they strive to convert
customers from the DoorDash Marketplace
into Farrelli's online ordering
and app systems. " We have never had
delivery, " Krueger says. " So third-party
really provided us a whole new stream
that we've never been able to tap into
prior because we didn't have drivers. " Th e
delivery program works through Farrelli's
internal online ordering system. " It's our
data, " he adds. " We are collecting data so
it is in our best interest to convert those
guests over so that we have that data so
we can market to them and get them
back through the door more frequently. "
DENISE GREER is Executive Editor at
Pizza Today.
http://www.GalbaniPro.com
Pizza Today - June 2022

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