Pizza Today - November 2018 - 66

Mike's Monthly Tip
MIKE BAUSCH

What's in a Name?
What you call something on your menu can make or break its sales

I

t is impossible to sell dessert. It will
be the most fruitless effort you ever
attempt.
There is no call to action, no pull,
nothing for the mind to grab onto. On
the contrary, it's very possible to sell a
pistachio gelato or an Oreo Cheesecake brownie topped with house-made
whipped cream and strawberries. Creating visual appeal in text form or from
the verbal scripting your staff says at the
table will determine your sales. It is a
very fundamental upselling technique to
use imagery to sell.
That alone is a solid tip to talk to
your staff about. I suggest talking in an
open roundtable group and role-playing
scenarios to form a solid foundation for
upselling.
So if all "desserts" are perceived as the
6 6 / P I Z Z AT O D AY. C O M / N O V E M B E R 2 0 1 8

same until there is more description and
detail to make them unique and special,
wouldn't all menu items benefit from
verbal imagery as well? If you simply sell
a Supreme pizza or a Meat Lover's you
are and will be judged against all other
pizzas with the same name and style.
Making unique names and spins on
items not only sets you apart, it also
doesn't give the competition the benefit
of being compared to you.
FORGET PIZZA FOR A MINUTE. So that
you can look at it objectively, let's talk
tacos. Who has the best taco in your
town? You most likely have the exact
place picked out, but you also have three
fallbacks (others who also make a solid
taco), am I right? However, look at Taco
Bell. They have tacos, sure, but they

have gone well beyond that in the last
10 years so they aren't judged on tacos
alone. That's because being compared
to every other taco is a fight they simply can't win. So they have new items
to which they've given catchy names.
I'm not suggesting mimicking the food
quality of Taco Bell or comparing the
chain to the best taco you've ever had.
What I am saying is they have NO
COMPETITION for who makes the
better version of those items, because
they have branded them so uniquely
that if a "Crunchwrap" is what you
want, then you only have ONE
OPTION on where to go.
So when it comes to creating a
menu, here are some suggestions:
* CREATIVE NAMING -- Have a plan or
theme that you hold to (names of New
York streets, for example), but make
sure your menu is not populated with
generic sounding items. Even when
doing a simple Caprese Antipasto, it
should have a unique adjective name
in front of it so it's not just the same
Caprese we've all had 1,000 times
before. Name it the Calabrese Caprese
or something you have a relation to.
* UNIQUE CREATIONS -- Do what has
not been done. Don't write the same
song; if nothing else, change the lyrics.
A random unique item I see at pizzerias are Pepperolli's. They're fun and
simple. If you sell them as PepperiniRinis, or whatever name you want to
dream up, then they won't be immediately connected to all other pepperollis
that person might have ever had.
It all boils down to loyalty and repeat
visits. Only when it's uniquely named
and uniquely created can you build the
loyalty all restaurants need to not only
survive, but also thrive. ■
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.PIZZATODAY.COM

Pizza Today - November 2018

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

Pizza Today - November 2018
Commentary
Contents
Contributors
Expo Spotlight
Interact
Conversation
Man on the Street
Tony’s Trending Recipe
Road to Pizza Expo
Destinations
Knead to Know
Trending Topping: Beef
Glove Use
Employee Theft
On the Road: Pizza Taglio, Pittsburgh, Pa
Product Showcase
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Mike’s Monthly Tip
Pizza Today - November 2018 - CT1
Pizza Today - November 2018 - CT2
Pizza Today - November 2018 - Pizza Today - November 2018
Pizza Today - November 2018 - Cover2
Pizza Today - November 2018 - Commentary
Pizza Today - November 2018 - 4
Pizza Today - November 2018 - 5
Pizza Today - November 2018 - Contents
Pizza Today - November 2018 - 7
Pizza Today - November 2018 - 8
Pizza Today - November 2018 - 9
Pizza Today - November 2018 - Contributors
Pizza Today - November 2018 - 11
Pizza Today - November 2018 - Expo Spotlight
Pizza Today - November 2018 - 13
Pizza Today - November 2018 - Interact
Pizza Today - November 2018 - 15
Pizza Today - November 2018 - Conversation
Pizza Today - November 2018 - 17
Pizza Today - November 2018 - Man on the Street
Pizza Today - November 2018 - 19
Pizza Today - November 2018 - Tony’s Trending Recipe
Pizza Today - November 2018 - 21
Pizza Today - November 2018 - Road to Pizza Expo
Pizza Today - November 2018 - 23
Pizza Today - November 2018 - Destinations
Pizza Today - November 2018 - 25
Pizza Today - November 2018 - Knead to Know
Pizza Today - November 2018 - 27
Pizza Today - November 2018 - 28
Pizza Today - November 2018 - 29
Pizza Today - November 2018 - Trending Topping: Beef
Pizza Today - November 2018 - 31
Pizza Today - November 2018 - 32
Pizza Today - November 2018 - 33
Pizza Today - November 2018 - Glove Use
Pizza Today - November 2018 - 35
Pizza Today - November 2018 - 36
Pizza Today - November 2018 - 37
Pizza Today - November 2018 - Employee Theft
Pizza Today - November 2018 - 39
Pizza Today - November 2018 - 40
Pizza Today - November 2018 - 41
Pizza Today - November 2018 - 42
Pizza Today - November 2018 - 43
Pizza Today - November 2018 - On the Road: Pizza Taglio, Pittsburgh, Pa
Pizza Today - November 2018 - 45
Pizza Today - November 2018 - 46
Pizza Today - November 2018 - 47
Pizza Today - November 2018 - Product Showcase
Pizza Today - November 2018 - Pizza Today Yellow Pages
Pizza Today - November 2018 - 50
Pizza Today - November 2018 - 51
Pizza Today - November 2018 - 52
Pizza Today - November 2018 - 53
Pizza Today - November 2018 - 54
Pizza Today - November 2018 - 55
Pizza Today - November 2018 - The Marketplace
Pizza Today - November 2018 - 57
Pizza Today - November 2018 - 58
Pizza Today - November 2018 - 59
Pizza Today - November 2018 - 60
Pizza Today - November 2018 - 61
Pizza Today - November 2018 - 62
Pizza Today - November 2018 - 63
Pizza Today - November 2018 - 64
Pizza Today - November 2018 - 65
Pizza Today - November 2018 - 66
Pizza Today - November 2018 - Reader’s Resource
Pizza Today - November 2018 - Mike’s Monthly Tip
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