Pizza Today - January 2018 - 18

Man on the Street
SCOTT WIENER

pepperoni (#ronicups) and Detroit-style
pizza are all over photo sharing platforms,
which is likely to have aided in their rise
in popularity over the last few years. It's
not just a culinary resonance; marketing ideas are also available in online
exchanges. I can't tell you how many
similar memes I've seen across the pizzeria
accounts I follow. It's great to see how one
pizzeria's post resonates on others, but I
cringe when I see direct plagiarism.

Keeping the Social
in Social Media
Operators are starting to realize the benefits of
using their platforms to communicate

D

o you remember when social
media first landed? Lots of us
thought it a fad at worst and a
chore at best. Pizzerias labored over drab
posts advertising daily specials or photos
of featured pies. Communications were
aimed at current customers with hopes
that shares would spread the good word
to their friends - making it just another
marketing tool pizzerias felt required to
use in order to stay competitive in their
markets. But times have changed and
operators are starting to realize the
benefits of using their platforms to communicate with an even more beneficial
population: other operators.
I see it most clearly on Instagram. A
pizza maker in Colorado posts a photo
of her dough. Another pizza maker, from

1 8 / P I Z Z AT O D AY. C O M / J A N UA R Y 2 0 1 8

Vermont, chimes in with words of praise
and a question about the dough's fermentation. The original poster then responds
with the appropriate information, likely
after scanning the Vermont pizza maker's
photo feed and responding with thoughts
of her own. Both start viewing and commenting on each other's posts, looping
in their respective friends and colleagues
when beneficial. A network of like-minded colleagues develops because two pizza
makers on opposite sides of the country,
who probably would have never met in
person, exchanged ideas using a medium
that didn't exist eight years ago. That's
pretty amazing!
This kind of visual idea exchange has
already led to incredibly fast trend explosions. Photogenic foods like cup-and-char

ADVANCEMENTS IN VIDEO HAVE EASILY
BECOME MY FAVORITE USE OF SOCIAL
MEDIA. Both Facebook and Instagram
have live video options and both Instagram and Snapchat have features that
let users post short videos or images that
disappear after 24 hours without appearing on the permanent timeline. These
temporary posts are great because their
lack of permanence removes the pressure of what is often a carefully curated
main timeline. I love seeing how operators choose to open windows into their
kitchens with social media video, using
it to demonstrate an unusual process or
give behind-the-scenes glimpses into their
company's culture. When I see how much
attention you give your product via social
video, I'll probably recommend your pizzeria even if I haven't been there myself.
Not only does this inspire other operators to attempt a new technique, it's also
an easy way for the public to identify with
your business on a personal level. You're
not just food, you're a team of people.
If you're still only using your social
media platforms for obligatory happy
hour posts and daily pizza specials, you're
missing out on a huge opportunity to
participate in a supportive online community. The pizza industry has officially
ditched the romance of secret recipes and
guarded secrets in favor of inclusivity and
open idea exchange. The door is unlocked;
all you have to do is open it. ■
SCOTT WIENER is the founder of Scott's
Pizza Tours in New York City and
SliceOutHunger.org.

JOSH KEOWN


http://www.SliceOutHunger.org http://www.PIZZATODAY.COM

Pizza Today - January 2018

Table of Contents for the Digital Edition of Pizza Today - January 2018

Pizza Today - January 2018
Commentary
Contents
Contributors
Expo Spotlight
Interact
Conversation
Man on the Street
Tony’s Trending Recipe
Tony’s Trending Recipe
At Your Service
Destinations
Knead to Know
Road to Pizza Expo
Red Wagon
Pizza Today on the Road: Red Wagon Pizza Co. Minneapolis, Mn
Product Showcase
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Mike’s Monthy Tip
Pizza Today - January 2018 - CT1
Pizza Today - January 2018 - CT2
Pizza Today - January 2018 - Pizza Today - January 2018
Pizza Today - January 2018 - Cover2
Pizza Today - January 2018 - Commentary
Pizza Today - January 2018 - 4
Pizza Today - January 2018 - 5
Pizza Today - January 2018 - 6
Pizza Today - January 2018 - 7
Pizza Today - January 2018 - Contents
Pizza Today - January 2018 - 9
Pizza Today - January 2018 - Contributors
Pizza Today - January 2018 - 11
Pizza Today - January 2018 - Expo Spotlight
Pizza Today - January 2018 - 13
Pizza Today - January 2018 - Interact
Pizza Today - January 2018 - 15
Pizza Today - January 2018 - Conversation
Pizza Today - January 2018 - 17
Pizza Today - January 2018 - Man on the Street
Pizza Today - January 2018 - 19
Pizza Today - January 2018 - Tony’s Trending Recipe
Pizza Today - January 2018 - 21
Pizza Today - January 2018 - At Your Service
Pizza Today - January 2018 - 23
Pizza Today - January 2018 - Destinations
Pizza Today - January 2018 - 25
Pizza Today - January 2018 - Knead to Know
Pizza Today - January 2018 - 27
Pizza Today - January 2018 - 28
Pizza Today - January 2018 - 29
Pizza Today - January 2018 - 30
Pizza Today - January 2018 - 31
Pizza Today - January 2018 - 32
Pizza Today - January 2018 - 33
Pizza Today - January 2018 - 34
Pizza Today - January 2018 - 35
Pizza Today - January 2018 - 36
Pizza Today - January 2018 - 37
Pizza Today - January 2018 - 38
Pizza Today - January 2018 - 39
Pizza Today - January 2018 - 40
Pizza Today - January 2018 - 41
Pizza Today - January 2018 - 42
Pizza Today - January 2018 - 43
Pizza Today - January 2018 - Road to Pizza Expo
Pizza Today - January 2018 - 45
Pizza Today - January 2018 - 46
Pizza Today - January 2018 - 47
Pizza Today - January 2018 - Pizza Today on the Road: Red Wagon Pizza Co. Minneapolis, Mn
Pizza Today - January 2018 - 49
Pizza Today - January 2018 - 50
Pizza Today - January 2018 - 51
Pizza Today - January 2018 - 52
Pizza Today - January 2018 - Product Showcase
Pizza Today - January 2018 - 54
Pizza Today - January 2018 - 55
Pizza Today - January 2018 - Pizza Today Yellow Pages
Pizza Today - January 2018 - 57
Pizza Today - January 2018 - 58
Pizza Today - January 2018 - 59
Pizza Today - January 2018 - 60
Pizza Today - January 2018 - 61
Pizza Today - January 2018 - 62
Pizza Today - January 2018 - 63
Pizza Today - January 2018 - The Marketplace
Pizza Today - January 2018 - 65
Pizza Today - January 2018 - 66
Pizza Today - January 2018 - 67
Pizza Today - January 2018 - 68
Pizza Today - January 2018 - 69
Pizza Today - January 2018 - 70
Pizza Today - January 2018 - 71
Pizza Today - January 2018 - 72
Pizza Today - January 2018 - Reader’s Resource
Pizza Today - January 2018 - Mike’s Monthy Tip
Pizza Today - January 2018 - Cover3
Pizza Today - January 2018 - Cover4
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