Pizza Today - September 2017 - 61

W

hen Terrance Basone opened
Pizza Italia in San Antonio,
Texas in 1987, reaching his
customer base looked a lot
different than it does now. There was no
Facebook or Google, and he will be the
first to admit it's not his forte. It was all
about direct mail and box toppers.
During a Pizza Today visit in July,
Basone chuckles as he pulls a flip phone
from his pocket. "Don't laugh," he says.
That hasn't stopped Pizza Italia from
tapping into the social arena. The singleunit pizzeria has dabbled in digital
marketing. But it hasn't been a focus for
the shop until recently when he enlisted
consultant Kim Beechner to elevate Pizza
Italia's online and social prowess.
After 30 years, Basone says: "My
concept is still evolving. That's one reason
why I brought Kim on board." He has a
knack for identifying areas of growth at
Pizza Italia and mobilizing those inside and outside
the business to enact strategies. "The key is to listen
and observe what people want and don't want."
Pizza Italia already captures multiple markets
with its diverse menu mix, combination of
communal, low- and high-top table and booth
seating for 120 and an extensive craft beer list.
Basone and Beechner aim to showcase those more
in the social landscape.

OWNER TERRANCE BASONE SHOWN IN
FRONT OF COOLERS SHOWCASING HIS
EXTENSIVE CRAFT BEER OFFERINGS.

"We are in the very preliminary stages right
now of planning everything out," Beechner says of
social marketing plan. "Our angle is focused around
promotional strategies and highlighting key items
in house, and really telling the story of Pizza Italia
because it has been a San Antonio staple for so
long. Football is coming up, and football is huge
in Texas. That's where our focus is going to be on
a month-to-month basis - around promotions
that make sense for the season, and then also
highlighting the food over a course of time. Things
that make it unique to our city."
Basone says his marketing budget has increased
to target social media in addition to its 2,500 doorhanger blitz three times a month.
Beechner adds: "We will incorporate in Facebook
and Instagram ads because, like I was telling Terry,

S E P T E M B E R 2 0 1 7 / P I Z Z AT O D AY. C O M / 6 1


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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