Pizza Today - November 2017 - 47

exactly where they're coming from.
For the most part, customers don't
wear uniforms or have business cards
pinned to their lapels. Sure, you'll
notice groups decked out in office
attire during the afternoon rush,
but are they coming from the office
complex up the street or the one
farther down the road, and how can
you serve them beyond lunch? You
want to cater their retirement and
Christmas parties. You want to deliver
pizzas during their work-throughlunch meetings. The goal is to build
more business through existing
clientele by marketing to them (and
others like them) effectively. The first
step is learning who they are.

Not only do these two pizzeria owners
know their clientele, but they've taken
steps to help create portions of their
clientele. They're in a good position to ask
these sports teams and fitness enthusiasts
for catering gigs - tournaments,
marathons, after parties and pizza booths
set up during big games.
Truly knowing someone requires
ongoing engagement, and the more

you engage, the more you learn. That's
why Kim makes it a point to respond to
everyone on Yelp. "And if I sense someone
is even slightly unhappy, I will remake
the pizza, jump in the car and deliver it
personally." What a way to engage!
Collecting business cards in a bowl and
holding drawings periodically for free
lunches or having guests fill out a form
with their contact information is another

SO HOW WELL DO YOU KNOW YOUR
CUSTOMERS? Maybe the baseball team

scenario doesn't resonate with you.
Maybe you've never even had a sports
team in your dining room. Adam
Milne, owner of Old Town Pizza &
Brewing in Portland, Oregon, says
there's an easy fix for this.
"A few years back, we drove around
to different sports fields and dropped
off coupons," he says, "giving players
one large pizza and letting them
know we were offering a 10-percent
discount to sports teams who came
in wearing uniforms." Today, he has
sports regulars.
Lee Kim, owner and pizza chef at
Burattino Pizza, located in Rancho
Palos Verdes, California, also
took steps to know his customers
by honing in on an untapped
demographic and creating new
customers. He distributed menus to
serious fitness enthusiasts at the local
gym. "I wanted to see how receptive
they would be to our gourmet pizzas
for health conscious people," he
explains. "I got such an amazing
response that we're now creating
special fliers and coupons for gyms,
martial arts academies and bicycle
clubs."

N O V 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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Pizza Today - November 2017

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

Pizza Today - November 2017
Commentary
Contents
Contributors
Expo Spotlight
Interact
Conversation
Man on the Street
Respecting the Craft
At Your Service
Destinations
Knead to Know
Menu Boards
Sauce & Cheese Pairings
Open-Faced Sandwiches
Mac & Cheese Main Dishes
Customer Demographics
Immigration Enforcement
Forced Closure
Road to Pizza Expo
Top 100 Pizza Chains
On the Road: Fire!, Spokane, Wa
On the Road: The Boiler Room, Spokane, Wa
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Mike’s Monthy Tip
Pizza Today - November 2017 - CT1
Pizza Today - November 2017 - CT2
Pizza Today - November 2017 - Pizza Today - November 2017
Pizza Today - November 2017 - Cover2
Pizza Today - November 2017 - Commentary
Pizza Today - November 2017 - 4
Pizza Today - November 2017 - 5
Pizza Today - November 2017 - Contents
Pizza Today - November 2017 - 7
Pizza Today - November 2017 - 8
Pizza Today - November 2017 - 9
Pizza Today - November 2017 - Contributors
Pizza Today - November 2017 - 11
Pizza Today - November 2017 - Expo Spotlight
Pizza Today - November 2017 - 13
Pizza Today - November 2017 - Interact
Pizza Today - November 2017 - 15
Pizza Today - November 2017 - Conversation
Pizza Today - November 2017 - 17
Pizza Today - November 2017 - Man on the Street
Pizza Today - November 2017 - 19
Pizza Today - November 2017 - Respecting the Craft
Pizza Today - November 2017 - 21
Pizza Today - November 2017 - At Your Service
Pizza Today - November 2017 - 23
Pizza Today - November 2017 - Destinations
Pizza Today - November 2017 - 25
Pizza Today - November 2017 - Knead to Know
Pizza Today - November 2017 - 27
Pizza Today - November 2017 - 28
Pizza Today - November 2017 - 29
Pizza Today - November 2017 - Menu Boards
Pizza Today - November 2017 - 31
Pizza Today - November 2017 - 32
Pizza Today - November 2017 - 33
Pizza Today - November 2017 - Sauce & Cheese Pairings
Pizza Today - November 2017 - 35
Pizza Today - November 2017 - 36
Pizza Today - November 2017 - 37
Pizza Today - November 2017 - Open-Faced Sandwiches
Pizza Today - November 2017 - 39
Pizza Today - November 2017 - 40
Pizza Today - November 2017 - 41
Pizza Today - November 2017 - Mac & Cheese Main Dishes
Pizza Today - November 2017 - 43
Pizza Today - November 2017 - 44
Pizza Today - November 2017 - 45
Pizza Today - November 2017 - Customer Demographics
Pizza Today - November 2017 - 47
Pizza Today - November 2017 - 48
Pizza Today - November 2017 - 49
Pizza Today - November 2017 - Immigration Enforcement
Pizza Today - November 2017 - 51
Pizza Today - November 2017 - 52
Pizza Today - November 2017 - 53
Pizza Today - November 2017 - Forced Closure
Pizza Today - November 2017 - 55
Pizza Today - November 2017 - 56
Pizza Today - November 2017 - 57
Pizza Today - November 2017 - Road to Pizza Expo
Pizza Today - November 2017 - 59
Pizza Today - November 2017 - 60
Pizza Today - November 2017 - 61
Pizza Today - November 2017 - Top 100 Pizza Chains
Pizza Today - November 2017 - 63
Pizza Today - November 2017 - 64
Pizza Today - November 2017 - 65
Pizza Today - November 2017 - On the Road: Fire!, Spokane, Wa
Pizza Today - November 2017 - 67
Pizza Today - November 2017 - 68
Pizza Today - November 2017 - 69
Pizza Today - November 2017 - On the Road: The Boiler Room, Spokane, Wa
Pizza Today - November 2017 - 71
Pizza Today - November 2017 - 72
Pizza Today - November 2017 - 73
Pizza Today - November 2017 - 74
Pizza Today - November 2017 - 75
Pizza Today - November 2017 - 76
Pizza Today - November 2017 - 77
Pizza Today - November 2017 - Pizza Today Yellow Pages
Pizza Today - November 2017 - 79
Pizza Today - November 2017 - 80
Pizza Today - November 2017 - 81
Pizza Today - November 2017 - 82
Pizza Today - November 2017 - 83
Pizza Today - November 2017 - 84
Pizza Today - November 2017 - 85
Pizza Today - November 2017 - The Marketplace
Pizza Today - November 2017 - 87
Pizza Today - November 2017 - 88
Pizza Today - November 2017 - 89
Pizza Today - November 2017 - 90
Pizza Today - November 2017 - 91
Pizza Today - November 2017 - 92
Pizza Today - November 2017 - 93
Pizza Today - November 2017 - 94
Pizza Today - November 2017 - 95
Pizza Today - November 2017 - 96
Pizza Today - November 2017 - Reader’s Resource
Pizza Today - November 2017 - Mike’s Monthy Tip
Pizza Today - November 2017 - Cover3
Pizza Today - November 2017 - Cover4
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