Pizza Today - September 2017 - 52

aged to reach 10,000 people in fewer
than 48 hours. It really put us on the
map with people who didn't know
about us, and we saw a large increase
in trade - which has continued since
the competition closed."
Arthur's Pizza and Mexican Foods
in Ellis, Kansas, has been in business for more than 30 years. Owner
Gilbert Kinderknecht says he opts to
celebrate Arthur's anniversary every
five years. "Last year was our 30th
anniversary and we celebrated with
Flashback Friday," he says. "Bring
in any menu from over the 30 years
and get one item for the price in that
menu. We had one family that got a
large 15-inch pizza for $7.99. For our
20th anniversary, we gave away
t-shirts to the first 20 former employees that stopped by."
Arthur's has also hosted a 29-inch
pizza-eating challenge with area radio
DJs and news anchors. "It took the
two DJs and one cable news anchor
48 minutes finish it," he says.
"We start about six months in
advance," Kinderknecht says. "We do
regular advertising with both radio
and cable TV in the area and have
very good relationships with them.
We also use our local newspaper,
social media and flyers posted around
town on windows and billboards."
When and how you celebrate your
anniversary should be reflective of
your concept. Always plan the event
with your brand and your customer
base in mind.
The seasoned operators have
advice for executing a celebration? "Have extra staff on hand and

schedule your team earlier that day,"
Reina says. "There are a lot of logistics
so be strict with the numbers." He
also offers other tips, including:
picking the right date; expecting a
busy day and never budge on quality
control."
Kinderknecht advises: "Start planning in advance and double check all
your plans at least a month in
advance. And use all the connections
5 2 / P I Z Z AT O D AY. C O M / S E P T E M B E R 2 0 1 7

you have: local chamber, of commerce
advertising relationships, the mayor
and even family members to hang up
flyers around town. That is the best
advice I have. Plus, the day of the
event make sure you have fun, along
with your patrons!"
"My advice with an anniversary
competition is the same as it is for
every other competition and special
offer," Broderick says. "Make the prize
or deal as spectacular as you can, and
never have any catches or 'get out'
clauses. If you offer something for
free, make it free. Don't make the
customer buy something else. Just
give them the freebie. For the first few
that you offer, people will look for the
catch because that's what they're used
to. But once they see that there really
is no catch, it creates a huge amount
of trust and loyalty between your
business and the consumer, and that
cannot be bought."
Here are some ways to celebrate an anniversary:

*
*
*
*
*
*
*
*
*
*
*
*

*
*
*

Rollback prices.
Throw a party.
Launch a new menu item.
Host a fundraiser.
Create your own holiday.
Have a giveaway contest.
Give away free food.
Donate to a cause to mark the occasion.
Reintroduce an original menu item.
Create media release outlining your
anniversary plans and your pizzeria's origin story.
Invite local media icons to make
pizza with you.
Go for a local, regional, national
or world record. Guinness World
Records offers several pizza-related
opportunities.
Shutdown the street and throw
a block party (with permits, of
course).
Throw a staff party.
Collaborate with a local brewery or
winery to create a custom, signature
beer or wine to mark the occasion.

* Highlight an employee who has
been with you since the beginning
and share their story to traditional
and social media, as well as in store.
* Create a video telling your pizzeria's
history. Smartphone video editing
apps have made this an option for
many operators.
* Design a special anniversary menu.
* Host an employee reunion.
* Hold a pizza-eating contest.
* Design commemorative swag that
people will want to wear.
* Plan a remodel and grand-reopening to coincide with an anniversary.
* Go retro to opening decade.
* Have Customer Appreciation Day. n
DENISE GREER

Today.

is associate editor of Pizza

Create your own
milestones
Celebrating your pizzeria's success
is not limited to the number of years
you have served your community.
There are plenty of milestones that
you can mark that distinctively align
with your brand. Here are a few to
consider (and many can be acquired
through your POS):
* Customer count, whether that
be recognizing your 10,000th,
100,000th or millionth customer.
* Number of pizzas made. Do you
know how many pizzas have been
served since opening?
* Reaching a specific amount of
cumulative funds raised for community organizations.
* Anniversaries of longtime employees.
* Anniversary of your loyalty program.
It could even help you grow your
program.
* A specific number of visits from
your most frequent customer.
* Anniversary of a menu item's
launch. If the big chains can do it
for their burgers, you can, too.


http://www.PIZZATODAY.COM

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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