Pizza Today - January 2018 - 74

Mike's Monthly Tip
MIKE BAUSCH

* You want better Italian food? Forget
about it!
* Nothing compares to our pizza!

Advertise Accolades,
Not Opinion

I

was driving in Tulsa and outside
a BBQ joint read a sign that said,
"Best Ribs in Town." The fact of
the matter was I knew they weren't. I
know and everyone in Tulsa knows who
has the best ribs. That's not to say there
isn't a whole ton of other places that
don't make fantastic ribs in Tulsa. This
place, that falsely named itself as "Best
Ribs in Town", is pretty darn good. Just
not the best. It was named on a list of
Tulsa's Must-Try BBQ by Tulsa Magazine. Not too shabby.
By making a sign based on what
would appear to be the owner's opinion, there is no reason to go. In fact,
it's a turn-off - it looks desperate and
deceptive. What the sign should have
said was, "Tulsa Magazine says (Name
of BBQ place that will remain unnamed
in this article) is a must!"
Now, I keep this BBQ place's name
7 4 / P I Z Z AT O D AY. C O M / J A N UA R Y 2 0 1 8

anonymous because I did tell the owner,
"You know, if you put a real source
up there, it will resonate more." His
response: "I think we're the best, and
who cares - I write 'Best in Ribs in
Town' up there, someone will see it and
stop in."
That logic and way of marketing is
outdated and self-defeating. No one
calls up a pizza place to ask how good
they are. That's asinine. What a typical
customer does is check out everyone
else's opinion on Yelp, Trip Advisor and
Google. They also look for awards. If
you can market your award, no matter
how small, it sends a message that an
unsolicited, unpaid source validated the
food as good and worth your time and
money.
Gone are the days of these phrases:
* Best (pie, pizza, brick oven pizza, pan
pizza, etc.) in town

For all things marketing you need
validated awards. Magazines, even
online polls, are great for making a
name. I've been surprised over the
years what my pizzeria, Andolini's
Pizzeria, has won. It started with best
pizza in our suburb. As we've grown
it was best pizza by local magazines.
Then, out of the blue, we won best
slice in Oklahoma by purewow.com.
Never heard of that site at the time,
but I put it on all my branding for
the next marketing push. Then "The
Chive" named our bar as the best
bar in Oklahoma. Now I know our
bar is very good, but it's a reach to
say my pizzeria bar is the best bar in
the state. Still, I can say: "The Chive
Named Andolini's as the Best Bar
in Oklahoma" without having any
misgivings. It just works that way
now. People seek validated sources to
choose their dining option or reinforce their choice.
That is why the big chains like
Applebee's are dying. Because they
are never on these lists.
Advertise your accolades. Odds are
you have something you can tout. If
you don't, then International Pizza
Expo is a great place for making a
name and getting some major validation. By going and competing, even
not coming in first in your region,
still gives you cred to say where you
placed on a national stage. That's
where it's at, that you are validated by
a source other than yourself. ■
MIKE BAUSCH is the owner of Andolini's
Pizzeria in Tulsa, Oklahoma. He is a
frequent speaker at the International
Pizza Expo family of tradeshows.

JOSH KEOWN


http://www.purewow.com 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
https://www.nxtbook.com/emerald/pizzatoday/202111
https://www.nxtbook.com/emerald/pizzatoday/202110
https://www.nxtbook.com/emerald/pizzatoday/202109
https://www.nxtbook.com/emerald/pizzatoday/202108
https://www.nxtbook.com/emerald/pizzatoday/202107
https://www.nxtbook.com/emerald/pizzatoday/202106
https://www.nxtbook.com/emerald/pizzatoday/202105
https://www.nxtbook.com/emerald/pizzatoday/202104
https://www.nxtbook.com/nxtbooks/pizzatoday/202103
https://www.nxtbook.com/nxtbooks/pizzatoday/202102
https://www.nxtbook.com/nxtbooks/pizzatoday/202101
https://www.nxtbook.com/nxtbooks/pizzatoday/202012
https://www.nxtbook.com/nxtbooks/pizzatoday/202011
https://www.nxtbook.com/nxtbooks/pizzatoday/202010
https://www.nxtbook.com/nxtbooks/pizzatoday/202009
https://www.nxtbook.com/nxtbooks/pizzatoday/202008
https://www.nxtbook.com/nxtbooks/pizzatoday/202007
https://www.nxtbook.com/nxtbooks/pizzatoday/202006
https://www.nxtbook.com/nxtbooks/pizzatoday/expo_2020
https://www.nxtbook.com/nxtbooks/pizzatoday/202005
https://www.nxtbook.com/nxtbooks/pizzatoday/202004
https://www.nxtbook.com/nxtbooks/pizzatoday/202003
https://www.nxtbook.com/nxtbooks/pizzatoday/202002
https://www.nxtbook.com/nxtbooks/pizzatoday/202001
https://www.nxtbook.com/nxtbooks/pizzatoday/201912
https://www.nxtbook.com/nxtbooks/pizzatoday/201911
https://www.nxtbook.com/nxtbooks/pizzatoday/201910
https://www.nxtbook.com/nxtbooks/pizzatoday/201909
https://www.nxtbook.com/nxtbooks/pizzatoday/201908
https://www.nxtbook.com/nxtbooks/pizzatoday/201907
https://www.nxtbook.com/nxtbooks/pizzatoday/201906
https://www.nxtbook.com/nxtbooks/pizzatoday/201905
https://www.nxtbook.com/nxtbooks/pizzatoday/201904
https://www.nxtbook.com/nxtbooks/pizzatoday/201903
https://www.nxtbook.com/nxtbooks/pizzatoday/201902
https://www.nxtbook.com/nxtbooks/pizzatoday/201901
https://www.nxtbook.com/nxtbooks/pizzatoday/201812
https://www.nxtbook.com/nxtbooks/pizzatoday/201811
https://www.nxtbook.com/nxtbooks/pizzatoday/201810
https://www.nxtbook.com/nxtbooks/pizzatoday/201809
https://www.nxtbook.com/nxtbooks/pizzatoday/201808
https://www.nxtbook.com/nxtbooks/pizzatoday/201807
https://www.nxtbook.com/nxtbooks/pizzatoday/201806
https://www.nxtbook.com/nxtbooks/pizzatoday/201805
https://www.nxtbook.com/nxtbooks/pizzatoday/201804
https://www.nxtbook.com/nxtbooks/pizzatoday/201803
https://www.nxtbook.com/nxtbooks/pizzatoday/201802
https://www.nxtbook.com/nxtbooks/pizzatoday/201801
https://www.nxtbook.com/nxtbooks/pizzatoday/201712
https://www.nxtbook.com/nxtbooks/pizzatoday/201711
https://www.nxtbook.com/nxtbooks/pizzatoday/201710
https://www.nxtbook.com/nxtbooks/pizzatoday/201709
https://www.nxtbook.com/nxtbooks/pizzatoday/201708
https://www.nxtbook.com/nxtbooks/pizzatoday/201707
https://www.nxtbook.com/nxtbooks/pizzatoday/201706
https://www.nxtbook.com/nxtbooks/pizzatoday/201705
https://www.nxtbook.com/nxtbooks/pizzatoday/201704
https://www.nxtbook.com/nxtbooks/pizzatoday/201703
https://www.nxtbook.com/nxtbooks/pizzatoday/201702
https://www.nxtbook.com/nxtbooks/pizzatoday/201701
https://www.nxtbook.com/nxtbooks/pizzatoday/201612
https://www.nxtbook.com/nxtbooks/pizzatoday/201611
https://www.nxtbook.com/nxtbooks/pizzatoday/201610
https://www.nxtbook.com/nxtbooks/pizzatoday/201609
https://www.nxtbook.com/nxtbooks/pizzatoday/201608
https://www.nxtbook.com/nxtbooks/pizzatoday/201607
https://www.nxtbook.com/nxtbooks/pizzatoday/201606
https://www.nxtbook.com/nxtbooks/pizzatoday/201605
https://www.nxtbook.com/nxtbooks/pizzatoday/201604
https://www.nxtbook.com/nxtbooks/pizzatoday/201603
https://www.nxtbook.com/nxtbooks/pizzatoday/201602
https://www.nxtbook.com/nxtbooks/pizzatoday/201601
https://www.nxtbook.com/nxtbooks/pizzatoday/201512
https://www.nxtbook.com/nxtbooks/pizzatoday/201511
https://www.nxtbook.com/nxtbooks/pizzatoday/201510
https://www.nxtbook.com/nxtbooks/pizzatoday/201509
https://www.nxtbook.com/nxtbooks/pizzatoday/201508
https://www.nxtbook.com/nxtbooks/pizzatoday/201507
https://www.nxtbookmedia.com