Pizza Today - September 2017 - 47

a $6 upcharge. "We fixed that for the
next print run," Wiley says.
Even when people don't use the
coupon, it can still keep Rapid Fired
Pizza in the mix when customers are
thinking about where to eat. "There is
something to a tangible coupon that
sits on your counter," Wiley says. "A
lot of people hang it on the refrigerator. Even if you don't use the coupon
you see our ad on your refrigerator."

report, "Losing Our Appetites for Restaurants," 75 percent of consumers who
have decreased their restaurant visits say
they watch how they spend their money
on most or all purchases, and a high
percentage of these respondents think
that restaurant prices are too high. Also,
light users who visit restaurants one time
per week said that discounts would entice
them to visit more.

"Consumers are still looking for a deal,"
says Donna Josephson, chief marketing
officer for Fazoli's, based in Lexington,
Kentucky. "They are willing to cut the
coupon or save it in a mobile app. Others
say make it easy, offer everyday value that
doesn't require coupons, but there is still a
vast audience out there for coupons."
The 220-location Fazoli's uses paper
coupons in Sunday newspaper free stand-

Paper coupons are good for
attracting new customers, says

Steve Cocca, owner of Cocca's Pizza,
with six locations in the Youngstown,
Ohio, area. Cocca's Pizza, which was
founded by his parents in 1982, has
long used paper coupons. One detail
that makes coupons more effective is
to make them valid for a short time. "It
creates urgency that makes people use
it right now," he says. "If you put a long
period of time they forget about it."
Cocca's Pizza sends coupons in
direct mail pieces every five to six
weeks, and also puts coupons in the
local discount magazines. "There are
so many awesome pizza places in
Youngstown," Cocca says. "It's a very
competitive market. There might be
customers who order pizza two or
three days a week but they might go
to other places."
Now Cocca's Pizza is adding online
coupons because it already has online
ordering. Cocca says one challenge is
to make sure the point-of-sale system
in all six stores, not to mention the
managers in each location, can process
the discounts. Also, both paper and
online coupons present an age-old
challenge. "How many times can
people redeem a coupon? If you put
out an aggressive coupon, if they use
it each time, you may be discounting
your product."
Discounts are indeed attractive
to restaurant-goers. According to

Port Washington, New York-based
research firm The NPD Group, in its

S E P T E M B E R 2 0 1 7 / P I Z Z AT O D AY. C O M / 4 7

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

Pizza Today - September 2017
Commentary
Contents
Contributors
Expo Spotlight
Interact
Conversation
Man on the Street
Respecting the Craft
On Tap
Destinations
Knead to Know
Exposed Ceilings
Calzones
Baked Ziti
Chicken Florentine
Shrimp Scampi
Coupons
Celebrating Anniversaries
Road to Pizza & Pasta Northeast: Two Action- packed Days
Pizza Today on the Road: Rome’s Pizza, San Antonio, Texas
Pizza Today on the Road: Pizza Italia, San Antonio, Texas
Product Showcase
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Trending Recipe
Pizza Today - September 2017 - CT1
Pizza Today - September 2017 - CT2
Pizza Today - September 2017 - Pizza Today - September 2017
Pizza Today - September 2017 - Cover2
Pizza Today - September 2017 - Commentary
Pizza Today - September 2017 - 4
Pizza Today - September 2017 - 5
Pizza Today - September 2017 - Contents
Pizza Today - September 2017 - 7
Pizza Today - September 2017 - 8
Pizza Today - September 2017 - 9
Pizza Today - September 2017 - Contributors
Pizza Today - September 2017 - 11
Pizza Today - September 2017 - Expo Spotlight
Pizza Today - September 2017 - 13
Pizza Today - September 2017 - Interact
Pizza Today - September 2017 - 15
Pizza Today - September 2017 - Conversation
Pizza Today - September 2017 - 17
Pizza Today - September 2017 - Man on the Street
Pizza Today - September 2017 - 19
Pizza Today - September 2017 - Respecting the Craft
Pizza Today - September 2017 - 21
Pizza Today - September 2017 - On Tap
Pizza Today - September 2017 - 23
Pizza Today - September 2017 - Destinations
Pizza Today - September 2017 - 25
Pizza Today - September 2017 - Knead to Know
Pizza Today - September 2017 - 27
Pizza Today - September 2017 - 28
Pizza Today - September 2017 - 29
Pizza Today - September 2017 - Exposed Ceilings
Pizza Today - September 2017 - 31
Pizza Today - September 2017 - 32
Pizza Today - September 2017 - 33
Pizza Today - September 2017 - Calzones
Pizza Today - September 2017 - 35
Pizza Today - September 2017 - Baked Ziti
Pizza Today - September 2017 - 37
Pizza Today - September 2017 - 38
Pizza Today - September 2017 - 39
Pizza Today - September 2017 - Chicken Florentine
Pizza Today - September 2017 - 41
Pizza Today - September 2017 - 42
Pizza Today - September 2017 - 43
Pizza Today - September 2017 - Shrimp Scampi
Pizza Today - September 2017 - 45
Pizza Today - September 2017 - Coupons
Pizza Today - September 2017 - 47
Pizza Today - September 2017 - 48
Pizza Today - September 2017 - 49
Pizza Today - September 2017 - Celebrating Anniversaries
Pizza Today - September 2017 - 51
Pizza Today - September 2017 - 52
Pizza Today - September 2017 - 53
Pizza Today - September 2017 - Road to Pizza & Pasta Northeast: Two Action- packed Days
Pizza Today - September 2017 - 55
Pizza Today - September 2017 - Pizza Today on the Road: Rome’s Pizza, San Antonio, Texas
Pizza Today - September 2017 - 57
Pizza Today - September 2017 - 58
Pizza Today - September 2017 - 59
Pizza Today - September 2017 - Pizza Today on the Road: Pizza Italia, San Antonio, Texas
Pizza Today - September 2017 - 61
Pizza Today - September 2017 - 62
Pizza Today - September 2017 - 63
Pizza Today - September 2017 - 64
Pizza Today - September 2017 - 65
Pizza Today - September 2017 - 66
Pizza Today - September 2017 - Product Showcase
Pizza Today - September 2017 - 68
Pizza Today - September 2017 - 69
Pizza Today - September 2017 - Pizza Today Yellow Pages
Pizza Today - September 2017 - 71
Pizza Today - September 2017 - 72
Pizza Today - September 2017 - 73
Pizza Today - September 2017 - 74
Pizza Today - September 2017 - 75
Pizza Today - September 2017 - 76
Pizza Today - September 2017 - 77
Pizza Today - September 2017 - The Marketplace
Pizza Today - September 2017 - 79
Pizza Today - September 2017 - 80
Pizza Today - September 2017 - 81
Pizza Today - September 2017 - 82
Pizza Today - September 2017 - 83
Pizza Today - September 2017 - 84
Pizza Today - September 2017 - 85
Pizza Today - September 2017 - 86
Pizza Today - September 2017 - 87
Pizza Today - September 2017 - 88
Pizza Today - September 2017 - Reader’s Resource
Pizza Today - September 2017 - Trending Recipe
Pizza Today - September 2017 - Cover3
Pizza Today - September 2017 - Cover4
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