Pizza Today - October 2022 - 51

business more than ever. Instead of
previous recessions where you would
switch to more coupons and call it a
day, this situation will require more
finesse.
The grand goal is to make your
restaurant and pizza recession-proof.
There is a way to do that. There absolutely
is. Look at your income brackets.
You probably have a white-collar
customer and a blue-collar customer-
someone who's living paycheck to
paycheck vs. one who still has more
disposable money-a customer base
that is price conscious and a customer
base that is more experience conscious.
You don't need to choose between the
two customer bases, but you do need
to be smart about how you tap into
both simultaneously to not disenfranchise
one of them.
Price Aware Blue-Collar Base
The blue-collar customer has
always wanted a deal. They're going to
continue to want a deal, but a bigger
one. That doesn't mean a deeper
discount necessarily, just more wow
factor. Don't give away the store;
instead, take low food cost items and
add them in for free as added value
items when people reach a specific
price point. This tactic yields a higher
ticket average while giving more value
to the customer. Make deals like this
super obvious in all your online and
printed branding to be very transparent
and open about the deal. That can
get price-sensitive customers over the
innate fear that your brand is " too
pricey " or " fancy " for their wallet. If
your brand typically doesn't discount,
great, neither do I; added value is
always a win. It doesn't cheapen your
brand and can make you palatable to
newer customers. In the 2020
pandemic, people were fully glued to
their phones; they're still addicted but
not to the same level. A solid mailer
can get traction if appropriately done
and with a lot of intent and purpose to
show what separates you and your pizzeria
from the pack. Also, any mailer
needs proper income targeting and
repeat hitting on the same zip code to
create a response, but the ROI is real.
Experience Driven Disposable
Income Customer
Your white-collar customers are
hit by the financial times as well, just
differently. This customer will dine out
less or fewer times at fancy restaurants.
A high-end pizza experience might
be their new normal. Curating your
dining experience to the high-end
customer who is " slumming it " with
pizza can be very profitable. They want
to buy nicer wine and beers and will
oblige an upsell. If they're not tended
to by their typical maƮtre d', they'll
happily take a solid manager who
remembers their name and pulls the
chair for them. You can cater to that
customer for zero additional dollars,
just effort.
OCTOBER 2022 / PIZZATODAY.COM / 51
http://www.PIZZATODAY.COM

Pizza Today - October 2022

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

Pizza Today - October 2022 - CT1
Pizza Today - October 2022 - CT2
Pizza Today - October 2022 - Cover1
Pizza Today - October 2022 - Cover2
Pizza Today - October 2022 - 3
Pizza Today - October 2022 - 4
Pizza Today - October 2022 - 5
Pizza Today - October 2022 - 6
Pizza Today - October 2022 - 7
Pizza Today - October 2022 - 8
Pizza Today - October 2022 - 9
Pizza Today - October 2022 - 10
Pizza Today - October 2022 - 11
Pizza Today - October 2022 - 12
Pizza Today - October 2022 - 13
Pizza Today - October 2022 - 14
Pizza Today - October 2022 - 15
Pizza Today - October 2022 - 16
Pizza Today - October 2022 - 17
Pizza Today - October 2022 - 18
Pizza Today - October 2022 - 19
Pizza Today - October 2022 - 20
Pizza Today - October 2022 - 21
Pizza Today - October 2022 - 22
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Pizza Today - October 2022 - 30
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Pizza Today - October 2022 - 33
Pizza Today - October 2022 - 34
Pizza Today - October 2022 - PPNE1
Pizza Today - October 2022 - PPNE2
Pizza Today - October 2022 - PPNE3
Pizza Today - October 2022 - PPNE4
Pizza Today - October 2022 - PPNE5
Pizza Today - October 2022 - PPNE6
Pizza Today - October 2022 - PPNE7
Pizza Today - October 2022 - PPNE8
Pizza Today - October 2022 - PPNE9
Pizza Today - October 2022 - PPNE10
Pizza Today - October 2022 - PPNE11
Pizza Today - October 2022 - PPNE12
Pizza Today - October 2022 - PPNE13
Pizza Today - October 2022 - PPNE14
Pizza Today - October 2022 - PPNE15
Pizza Today - October 2022 - PPNE16
Pizza Today - October 2022 - 35
Pizza Today - October 2022 - 36
Pizza Today - October 2022 - 37
Pizza Today - October 2022 - 38
Pizza Today - October 2022 - 39
Pizza Today - October 2022 - 40
Pizza Today - October 2022 - 41
Pizza Today - October 2022 - 42
Pizza Today - October 2022 - 43
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Pizza Today - October 2022 - 45
Pizza Today - October 2022 - 46
Pizza Today - October 2022 - 47
Pizza Today - October 2022 - 48
Pizza Today - October 2022 - 49
Pizza Today - October 2022 - 50
Pizza Today - October 2022 - 51
Pizza Today - October 2022 - 52
Pizza Today - October 2022 - 53
Pizza Today - October 2022 - 54
Pizza Today - October 2022 - 55
Pizza Today - October 2022 - 56
Pizza Today - October 2022 - 57
Pizza Today - October 2022 - 58
Pizza Today - October 2022 - 59
Pizza Today - October 2022 - 60
Pizza Today - October 2022 - 61
Pizza Today - October 2022 - 62
Pizza Today - October 2022 - 63
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Pizza Today - October 2022 - 65
Pizza Today - October 2022 - 66
Pizza Today - October 2022 - 67
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Pizza Today - October 2022 - 73
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Pizza Today - October 2022 - Cover3
Pizza Today - October 2022 - Cover4
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