Pizza Today - December 2016 - 40

between you and your suppliers may
allow you to keep your prices and profits
level, but that's only possible if you know
how much you can really afford to spend
on each item.
2. Marketing Conversions

Consistent marketing is a must for
any pizzeria, but many operators don't
track their print ads, email blasts or

social media posts. How many leads does
each campaign drive through your door?
What are your e-mail open rates? How
many people try a new product following
its announcement? These are the marketing metrics you need to track.
Collecting this data requires tailormade ads, as well. "Every order should
have multiple calls-to-action, and you
need to include several different offers
in any type of marketing you do so you

can split-test their performance,"
says Barr. "Eventually you develop
a baseline response rate, which you
try to improve moving forward." A
few months of split-testing targeted
ads can significantly streamline your
marketing efforts, allowing you to
generate more leads with the same
budget.
3. Customer Loyalty

Loyalty is everything ... but
how do you measure it? For Dave
Wood, CEO and co-founder of
Firenza Pizza in Fairfax, Virginia,
the answer is customer frequency.
"Our goal is to have everyone come
at least once every two weeks," he
says. Customers' orders are tracked
through Firenza's incentive program,
which features weekly offers with
customer-specific codes that tie into
the company's POS system.
Wood uses that frequency data
to time advertisements to different groups of customers. "We're
more aggressive with customers that
have further to move to get to the
biweekly goal," Wood says. A onceper-month customer receives weekly
ads, while higher frequency customers might get two per month.
Anne Pritz, Chief Marketing
Officer for Sbarro, uses the same
type of data to tailor and market
new products. In most cases, they'll
push new products on their most
consistent customers, "since they're
more likely to try new products
when advertised," says Pritz. "Whenever we do have a new product, it
will also be on the front cover of our
monthly insert."
4. Your Top Line

Almost everyone tracks revenue
and sales, but you need more specific
data to make informed decisions
about your menu, inventory and
labor allocation. "The constant balance of an operator is protecting
their service while also protecting
4 0 / P I Z Z AT O D AY. C O M / D E C E M B E R 2 0 1 6


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Pizza Today - December 2016

Table of Contents for the Digital Edition of Pizza Today - December 2016

Pizza Today - December 2016
Commentary
Contents
Contributors
Expo Spotlight
Interact
Conversation
Man on the Street
Respecting the Craft
On Tap
Destinations
Dough Doctor
Custom Boxes
When in Rome...
Performance Metrics
Road to Expo
2017 Menu Guide
Product Showcase
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Trending Recipe
Pizza Today - December 2016 - CT1
Pizza Today - December 2016 - CT2
Pizza Today - December 2016 - Pizza Today - December 2016
Pizza Today - December 2016 - Cover2
Pizza Today - December 2016 - Commentary
Pizza Today - December 2016 - 4
Pizza Today - December 2016 - 5
Pizza Today - December 2016 - Contents
Pizza Today - December 2016 - 7
Pizza Today - December 2016 - 8
Pizza Today - December 2016 - 9
Pizza Today - December 2016 - Contributors
Pizza Today - December 2016 - 11
Pizza Today - December 2016 - Expo Spotlight
Pizza Today - December 2016 - 13
Pizza Today - December 2016 - Interact
Pizza Today - December 2016 - 15
Pizza Today - December 2016 - Conversation
Pizza Today - December 2016 - 17
Pizza Today - December 2016 - Man on the Street
Pizza Today - December 2016 - 19
Pizza Today - December 2016 - Respecting the Craft
Pizza Today - December 2016 - 21
Pizza Today - December 2016 - On Tap
Pizza Today - December 2016 - 23
Pizza Today - December 2016 - Destinations
Pizza Today - December 2016 - 25
Pizza Today - December 2016 - Dough Doctor
Pizza Today - December 2016 - 27
Pizza Today - December 2016 - 28
Pizza Today - December 2016 - 29
Pizza Today - December 2016 - Custom Boxes
Pizza Today - December 2016 - 31
Pizza Today - December 2016 - 32
Pizza Today - December 2016 - 33
Pizza Today - December 2016 - When in Rome...
Pizza Today - December 2016 - 35
Pizza Today - December 2016 - 36
Pizza Today - December 2016 - 37
Pizza Today - December 2016 - Performance Metrics
Pizza Today - December 2016 - 39
Pizza Today - December 2016 - 40
Pizza Today - December 2016 - 41
Pizza Today - December 2016 - Road to Expo
Pizza Today - December 2016 - 43
Pizza Today - December 2016 - 2017 Menu Guide
Pizza Today - December 2016 - 45
Pizza Today - December 2016 - 46
Pizza Today - December 2016 - 47
Pizza Today - December 2016 - 48
Pizza Today - December 2016 - 49
Pizza Today - December 2016 - 50
Pizza Today - December 2016 - 51
Pizza Today - December 2016 - 52
Pizza Today - December 2016 - 53
Pizza Today - December 2016 - 54
Pizza Today - December 2016 - 55
Pizza Today - December 2016 - 56
Pizza Today - December 2016 - 57
Pizza Today - December 2016 - 58
Pizza Today - December 2016 - 59
Pizza Today - December 2016 - 60
Pizza Today - December 2016 - 61
Pizza Today - December 2016 - 62
Pizza Today - December 2016 - 63
Pizza Today - December 2016 - 64
Pizza Today - December 2016 - 65
Pizza Today - December 2016 - 66
Pizza Today - December 2016 - 67
Pizza Today - December 2016 - 68
Pizza Today - December 2016 - Product Showcase
Pizza Today - December 2016 - 70
Pizza Today - December 2016 - 71
Pizza Today - December 2016 - Pizza Today Yellow Pages
Pizza Today - December 2016 - 73
Pizza Today - December 2016 - 74
Pizza Today - December 2016 - 75
Pizza Today - December 2016 - 76
Pizza Today - December 2016 - 77
Pizza Today - December 2016 - 78
Pizza Today - December 2016 - 79
Pizza Today - December 2016 - The Marketplace
Pizza Today - December 2016 - 81
Pizza Today - December 2016 - 82
Pizza Today - December 2016 - 83
Pizza Today - December 2016 - 84
Pizza Today - December 2016 - 85
Pizza Today - December 2016 - 86
Pizza Today - December 2016 - 87
Pizza Today - December 2016 - 88
Pizza Today - December 2016 - Reader’s Resource
Pizza Today - December 2016 - Trending Recipe
Pizza Today - December 2016 - Cover3
Pizza Today - December 2016 - Cover4
Pizza Today - December 2016 - PE1
Pizza Today - December 2016 - PE2
Pizza Today - December 2016 - PE3
Pizza Today - December 2016 - PE4
Pizza Today - December 2016 - PE5
Pizza Today - December 2016 - PE6
Pizza Today - December 2016 - PE7
Pizza Today - December 2016 - PE8
Pizza Today - December 2016 - PE9
Pizza Today - December 2016 - PE10
Pizza Today - December 2016 - PE11
Pizza Today - December 2016 - PE12
Pizza Today - December 2016 - PE13
Pizza Today - December 2016 - PE14
Pizza Today - December 2016 - PE15
Pizza Today - December 2016 - PE16
Pizza Today - December 2016 - PE17
Pizza Today - December 2016 - PE18
Pizza Today - December 2016 - PE19
Pizza Today - December 2016 - PE20
Pizza Today - December 2016 - PE21
Pizza Today - December 2016 - PE22
Pizza Today - December 2016 - PE23
Pizza Today - December 2016 - PE24
Pizza Today - December 2016 - PE25
Pizza Today - December 2016 - PE26
Pizza Today - December 2016 - PE27
Pizza Today - December 2016 - PE28
Pizza Today - December 2016 - PE29
Pizza Today - December 2016 - PE30
Pizza Today - December 2016 - PE31
Pizza Today - December 2016 - PE32
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