Pizza Today - March 2017 - 42

inside. That's the challenge they're
faced with."
Merchandising, Barbera says, gets the
consumer to "memorize" your brand.
It gives them that nudge when they're
debating whether to hit your place or
someone else's. This is why it's important to have a "repetitive" branding
strategy -- recognizable merchandise
peppering the community.
"It's worth it if it's done correctly," he
says. "It has to be designed in a manner
that the consumer wants to wear."
Here's how to do it right.
* Make it swag. If you've ever gone

to a convention, you already know
about cheap trinkets collected at booths
-- plastic key chains and water bottles,
stamped with an obscure logo. Chances
are that even if you've picked up a free
T-shirt at a convention, you're using it
to wash your car. As for those trinkets?
They're sitting in a landfill, Barbera
says.
"If you sell poor-quality stuff or have
a large logo on it, the consumer feels
like they're a walking advertisement for
the company. You have to find out what
a consumer can use, wear or touch that
doesn't make them feel like a walking
billboard," Barbera says.
Customers want that extra something special, says Andrea Lepore,
co-founder and creative director at Hot
Italian.
"It's not just our branded stuff we
sell, but also brands that fit our culture,
like Castelli (competitive cyclist
apparel) and motorcycle jackets,"
Lepore says. "We work hard at sourcing good quality. Our t-shirts are either
American Apparel or are more of a
lifestyle brand. They're fashion fit, and
people can relate to them personally."
* Make it you. When the guys at
Sizzle Pie launched their first restaurant, others told them that adding a
merchandise line "was not a smart
business move," says Co-owner Mikey
McKennedy.
Five years later, McKennedy and a
staff of three full-time artists -- Matt
4 2 / P I Z Z AT O D AY. C O M / M A R C H 2 0 1 7

Stikker, Orion Landau and John Black
-- work to come up with the unique
designs that define their establishment.
"We just wanted to create a solid
aesthetic that was reflective of our
personalities and who we are," McKennedy says. "We're sarcastic kids from
the metal, low-brow, art culture. It's a
part of who we are, and our personality
is who we are. It's not a thing where
we thought, 'Let's create eight different
T-shirts and products.'"
Bearing that in mind, don't try to
copy someone else's style. Incorporate
your personal interests with what also
resonates with your customers, McKennedy says. If you're unsure about an
idea for a merchandised item or the
style, go slowly to start.
"If you have a cool idea, try it out,
but don't keep trying to put out more
shirts if you're not selling them. Come
up with one or two things and run with
them and see if it sticks. Start out slow
and think about who you are and what
your aesthetic is - what you want
people to take away from your restaurant. If you stick to that, you will build
into something," he says.
* Make it a destination. Your goal
is to get people to want to wear your
items because it's prestigious to be seen
in them. Marketers call this "the social
proof " concept -- proof among customers that they're part of the crowd
that goes to "the cool place," Barbera
says. For example, the Salty Dog Café
is a popular eatery in Hilton Head
Island, South Carolina. Their shirts and
Jeep wheel covers make their way up
and down the East Coast. People who
sport them are, in effect, telling others
that they've vacationed at Hilton Head
and hung out there.
Even Lapore at Hot Italian has
a shirt from the Salty Dog, which a
friend sent her as a gift. She understands the appeal of using merchandise
to make your pizzeria a destination,
even if you're not in a vacation or resort
area. Hot Italian does it with their
simple and clean line-drawing graphic
of a bicycle, boasting the popularity of

their restaurant with the cycling community.
Customers who peruse the merchandise at Hot Italian take home a
memory, as well as a full stomach. And
when they wear the merchandise out in
the cycling community, it feeds into the
restaurant's popularity.
"With the cycling community, we
have a strong affiliation - like we're
part of the team," she says. "We sponsor
bike teams and clubs and put on a bicycle film festival. So it's who we are." n
HEIDI LYNN RUSSELL specializes in writing
about the issues that affect small business
owners. She is a regular contributor to
Pizza Today and lives in Lexington,
Kentucky.

Don't Mix
and Mingle
When designing your merchandise, don't be shy with color, says
Consumer Psychologist Michael
Barbera. In fact, he urges, the bolder,
the better.
"If you drive down any major road,
you'll see that all fast food companies
have one thing in common: Their
logos are red, yellow or a combo of
the colors. That's because red and yellow trigger hunger," Barbera says.
Your merchandise should ideally
stick with that color scheme, and the
logo or tag line should make customers feel like you have a "connection"
to your pizzeria, he says.
If you include your Web site, "put
it in a spot where it doesn't look like
an overt advertisement. Starbucks
has the 'You are Here' mug. The color
reflects the color of the state, and it
has a cartoon image of things in that
particular city. The handle in small
print says, 'Starbucks.' It builds the
customer experience," Barbera says.


http://www.PIZZATODAY.COM

Pizza Today - March 2017

Table of Contents for the Digital Edition of Pizza Today - March 2017

Pizza Today - March 2017
Commentary
Contents
Contributors
Expo Spotlight
Interact
Conversation
Man on the Street
Respecting the Craft
On Tap
Destinations
Knead to Know
Menu Strategies
Tabletop Condiments
Brand With Merchandise
Speeding Up Service
America’s No. 1 Topping: Pepperoni
Neo vs. Neapolitan
How To Change Products
Dessert Pizzas
Up-to-Date Financials
Upgrading Tech
Analyzing Competition
What is Baker’s Lung?
Start Up Stories
Community Partnerships
Vital Sanitization
Road to Expo: Doug Ferriman and George Hadjis
Unemployment Claims
Pizza Today on the Road: Theo’s, New Orleans, LA
Pizza Today on the Road: Pupatella, Arlington, VA.
Pizza Today on the Road: Pizzeria Paradiso, Washington D.C.
Preferred Supplier
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Trending Recipe
Pizza Today - March 2017 - CT1
Pizza Today - March 2017 - CT2
Pizza Today - March 2017 - Pizza Today - March 2017
Pizza Today - March 2017 - Cover2
Pizza Today - March 2017 - Commentary
Pizza Today - March 2017 - 4
Pizza Today - March 2017 - 5
Pizza Today - March 2017 - Contents
Pizza Today - March 2017 - 7
Pizza Today - March 2017 - 8
Pizza Today - March 2017 - 9
Pizza Today - March 2017 - Contributors
Pizza Today - March 2017 - 11
Pizza Today - March 2017 - Expo Spotlight
Pizza Today - March 2017 - 13
Pizza Today - March 2017 - Interact
Pizza Today - March 2017 - 15
Pizza Today - March 2017 - Conversation
Pizza Today - March 2017 - 17
Pizza Today - March 2017 - Man on the Street
Pizza Today - March 2017 - 19
Pizza Today - March 2017 - Respecting the Craft
Pizza Today - March 2017 - 21
Pizza Today - March 2017 - On Tap
Pizza Today - March 2017 - 23
Pizza Today - March 2017 - Destinations
Pizza Today - March 2017 - 25
Pizza Today - March 2017 - Knead to Know
Pizza Today - March 2017 - 27
Pizza Today - March 2017 - 28
Pizza Today - March 2017 - 29
Pizza Today - March 2017 - 30
Pizza Today - March 2017 - 31
Pizza Today - March 2017 - Menu Strategies
Pizza Today - March 2017 - 33
Pizza Today - March 2017 - 34
Pizza Today - March 2017 - 35
Pizza Today - March 2017 - Tabletop Condiments
Pizza Today - March 2017 - 37
Pizza Today - March 2017 - 38
Pizza Today - March 2017 - 39
Pizza Today - March 2017 - Brand With Merchandise
Pizza Today - March 2017 - 41
Pizza Today - March 2017 - 42
Pizza Today - March 2017 - 43
Pizza Today - March 2017 - Speeding Up Service
Pizza Today - March 2017 - 45
Pizza Today - March 2017 - 46
Pizza Today - March 2017 - 47
Pizza Today - March 2017 - America’s No. 1 Topping: Pepperoni
Pizza Today - March 2017 - 49
Pizza Today - March 2017 - 50
Pizza Today - March 2017 - 51
Pizza Today - March 2017 - Neo vs. Neapolitan
Pizza Today - March 2017 - 53
Pizza Today - March 2017 - 54
Pizza Today - March 2017 - 55
Pizza Today - March 2017 - How To Change Products
Pizza Today - March 2017 - 57
Pizza Today - March 2017 - 58
Pizza Today - March 2017 - 59
Pizza Today - March 2017 - Dessert Pizzas
Pizza Today - March 2017 - 61
Pizza Today - March 2017 - 62
Pizza Today - March 2017 - 63
Pizza Today - March 2017 - 64
Pizza Today - March 2017 - 65
Pizza Today - March 2017 - Up-to-Date Financials
Pizza Today - March 2017 - 67
Pizza Today - March 2017 - 68
Pizza Today - March 2017 - 69
Pizza Today - March 2017 - Upgrading Tech
Pizza Today - March 2017 - 71
Pizza Today - March 2017 - 72
Pizza Today - March 2017 - 73
Pizza Today - March 2017 - Analyzing Competition
Pizza Today - March 2017 - 75
Pizza Today - March 2017 - 76
Pizza Today - March 2017 - 77
Pizza Today - March 2017 - What is Baker’s Lung?
Pizza Today - March 2017 - 79
Pizza Today - March 2017 - 80
Pizza Today - March 2017 - 81
Pizza Today - March 2017 - Start Up Stories
Pizza Today - March 2017 - 83
Pizza Today - March 2017 - 84
Pizza Today - March 2017 - 85
Pizza Today - March 2017 - Community Partnerships
Pizza Today - March 2017 - 87
Pizza Today - March 2017 - 88
Pizza Today - March 2017 - 89
Pizza Today - March 2017 - Vital Sanitization
Pizza Today - March 2017 - 91
Pizza Today - March 2017 - 92
Pizza Today - March 2017 - 93
Pizza Today - March 2017 - Road to Expo: Doug Ferriman and George Hadjis
Pizza Today - March 2017 - 95
Pizza Today - March 2017 - 96
Pizza Today - March 2017 - 97
Pizza Today - March 2017 - Unemployment Claims
Pizza Today - March 2017 - 99
Pizza Today - March 2017 - 100
Pizza Today - March 2017 - 101
Pizza Today - March 2017 - Pizza Today on the Road: Theo’s, New Orleans, LA
Pizza Today - March 2017 - 103
Pizza Today - March 2017 - 104
Pizza Today - March 2017 - 105
Pizza Today - March 2017 - 106
Pizza Today - March 2017 - 107
Pizza Today - March 2017 - 108
Pizza Today - March 2017 - 109
Pizza Today - March 2017 - Pizza Today on the Road: Pupatella, Arlington, VA.
Pizza Today - March 2017 - 111
Pizza Today - March 2017 - 112
Pizza Today - March 2017 - 113
Pizza Today - March 2017 - 114
Pizza Today - March 2017 - 115
Pizza Today - March 2017 - Pizza Today on the Road: Pizzeria Paradiso, Washington D.C.
Pizza Today - March 2017 - 117
Pizza Today - March 2017 - 118
Pizza Today - March 2017 - 119
Pizza Today - March 2017 - 120
Pizza Today - March 2017 - 121
Pizza Today - March 2017 - Preferred Supplier
Pizza Today - March 2017 - 123
Pizza Today - March 2017 - 124
Pizza Today - March 2017 - 125
Pizza Today - March 2017 - 126
Pizza Today - March 2017 - 127
Pizza Today - March 2017 - 128
Pizza Today - March 2017 - 129
Pizza Today - March 2017 - 130
Pizza Today - March 2017 - 131
Pizza Today - March 2017 - 132
Pizza Today - March 2017 - 133
Pizza Today - March 2017 - 134
Pizza Today - March 2017 - 135
Pizza Today - March 2017 - 136
Pizza Today - March 2017 - 137
Pizza Today - March 2017 - 138
Pizza Today - March 2017 - 139
Pizza Today - March 2017 - 140
Pizza Today - March 2017 - 141
Pizza Today - March 2017 - 142
Pizza Today - March 2017 - 143
Pizza Today - March 2017 - 144
Pizza Today - March 2017 - 145
Pizza Today - March 2017 - Pizza Today Yellow Pages
Pizza Today - March 2017 - 147
Pizza Today - March 2017 - 148
Pizza Today - March 2017 - 149
Pizza Today - March 2017 - 150
Pizza Today - March 2017 - 151
Pizza Today - March 2017 - 152
Pizza Today - March 2017 - 153
Pizza Today - March 2017 - 154
Pizza Today - March 2017 - The Marketplace
Pizza Today - March 2017 - 156
Pizza Today - March 2017 - 157
Pizza Today - March 2017 - 158
Pizza Today - March 2017 - 159
Pizza Today - March 2017 - 160
Pizza Today - March 2017 - 161
Pizza Today - March 2017 - 162
Pizza Today - March 2017 - 163
Pizza Today - March 2017 - 164
Pizza Today - March 2017 - 165
Pizza Today - March 2017 - 166
Pizza Today - March 2017 - 167
Pizza Today - March 2017 - 168
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