Pizza Today - February 2019 - 30
FRONT OF THE HOUSE
MARKETING
In-Store
Marketing
Reach out to your own
customers in-house for
low cost and high return
S TORY PAMELA MIL LS -S EN N
PHOTO JOS H KE OW N
3 0 / P I Z Z AT O D AY. C O M / F E B R UA R Y 2 0 1 9
Y
our Web site and social
media are essential for
effectively keeping customers informed about new offerings.
But the point-of-purchase marketing you do is just as critical. After all,
for however long your customers are
inside your restaurant you've got a
captive audience - and it pays to use
that opportunity wisely.
In-house marketing needn't be
elaborate. Undertaken thoughtfully,
the basics can have a big impact.
Consider signage, what Michael
Volpatt, partner of Larkin Volpatt
Communications, a San Francisco
consulting firm, describes as one of
the most valuable onsite marketing
tools. Wherever people sit, wait in
line or walk, there should be visual
cues placed in their line of sight, he
says.
Old-school menu and dry-erase
boards are useful. Jeff Miller, owner
of Extreme Pizza, a primarily takeout
and delivery pizzeria in San Rafael,
California, has a dry-erase board
hanging above the ordering counter
featuring daily specials and specialty
products.
"And, there's an area on our menu
board that can be replaced with new
items we're trying to push," says
Miller. "We typically add new items
to our menu twice a year, so about
every six months we're promoting
new items." (Miller also uses table
tents, co-marketing and partnering
with his beverage distributors, who
usually cover the printing costs).
Lauren Eggen, head of marketing
for Sauce Pizza and Wine, a 15-location, fast-casual concept headquartered in Phoenix, says they also utilize
chalk boards above the registers and
in other areas to keep guests
informed.
They place other collateral throughout, like double-sided A-frames near
the entrances; counter cards displayed
http://www.PIZZATODAY.COM
Pizza Today - February 2019
Table of Contents for the Digital Edition of Pizza Today - February 2019
Pizza Today - February 2019
Commentary
Contents
Contributors
Expo Spotlight
Interact
Conversation
Man on the Street
Tony’s Trending Recipe
Road to Pizza Expo
Destinations
Knead to Know
In-Store Marketing
Slice Business
Detroit Style - Part Ii: Making It a Career
Marketing Trends
Pizza Expo 2019 Preview
Pizza Today on the Road: Pizza Jerk, Portland, Oregon
Preferred Supplier
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Mike’s Monthly Tip
Pizza Today - February 2019 - CT1
Pizza Today - February 2019 - CT2
Pizza Today - February 2019 - Pizza Today - February 2019
Pizza Today - February 2019 - Cover2
Pizza Today - February 2019 - Commentary
Pizza Today - February 2019 - 4
Pizza Today - February 2019 - 5
Pizza Today - February 2019 - Contents
Pizza Today - February 2019 - 7
Pizza Today - February 2019 - 8
Pizza Today - February 2019 - 9
Pizza Today - February 2019 - Contributors
Pizza Today - February 2019 - 11
Pizza Today - February 2019 - Expo Spotlight
Pizza Today - February 2019 - 13
Pizza Today - February 2019 - Interact
Pizza Today - February 2019 - 15
Pizza Today - February 2019 - Conversation
Pizza Today - February 2019 - 17
Pizza Today - February 2019 - Man on the Street
Pizza Today - February 2019 - 19
Pizza Today - February 2019 - Tony’s Trending Recipe
Pizza Today - February 2019 - 21
Pizza Today - February 2019 - Road to Pizza Expo
Pizza Today - February 2019 - 23
Pizza Today - February 2019 - Destinations
Pizza Today - February 2019 - 25
Pizza Today - February 2019 - Knead to Know
Pizza Today - February 2019 - 27
Pizza Today - February 2019 - 28
Pizza Today - February 2019 - 29
Pizza Today - February 2019 - In-Store Marketing
Pizza Today - February 2019 - 31
Pizza Today - February 2019 - 32
Pizza Today - February 2019 - 33
Pizza Today - February 2019 - Slice Business
Pizza Today - February 2019 - 35
Pizza Today - February 2019 - 36
Pizza Today - February 2019 - 37
Pizza Today - February 2019 - Detroit Style - Part Ii: Making It a Career
Pizza Today - February 2019 - 39
Pizza Today - February 2019 - 40
Pizza Today - February 2019 - 41
Pizza Today - February 2019 - Marketing Trends
Pizza Today - February 2019 - 43
Pizza Today - February 2019 - 44
Pizza Today - February 2019 - 45
Pizza Today - February 2019 - Pizza Expo 2019 Preview
Pizza Today - February 2019 - 47
Pizza Today - February 2019 - 48
Pizza Today - February 2019 - 49
Pizza Today - February 2019 - Pizza Today on the Road: Pizza Jerk, Portland, Oregon
Pizza Today - February 2019 - 51
Pizza Today - February 2019 - 52
Pizza Today - February 2019 - 53
Pizza Today - February 2019 - Preferred Supplier
Pizza Today - February 2019 - 55
Pizza Today - February 2019 - 56
Pizza Today - February 2019 - 57
Pizza Today - February 2019 - 58
Pizza Today - February 2019 - 59
Pizza Today - February 2019 - 60
Pizza Today - February 2019 - 61
Pizza Today - February 2019 - 62
Pizza Today - February 2019 - 63
Pizza Today - February 2019 - 64
Pizza Today - February 2019 - 65
Pizza Today - February 2019 - 66
Pizza Today - February 2019 - 67
Pizza Today - February 2019 - 68
Pizza Today - February 2019 - 69
Pizza Today - February 2019 - 70
Pizza Today - February 2019 - 71
Pizza Today - February 2019 - 72
Pizza Today - February 2019 - 73
Pizza Today - February 2019 - 74
Pizza Today - February 2019 - 75
Pizza Today - February 2019 - 76
Pizza Today - February 2019 - 77
Pizza Today - February 2019 - Pizza Today Yellow Pages
Pizza Today - February 2019 - 79
Pizza Today - February 2019 - 80
Pizza Today - February 2019 - 81
Pizza Today - February 2019 - 82
Pizza Today - February 2019 - 83
Pizza Today - February 2019 - 84
Pizza Today - February 2019 - The Marketplace
Pizza Today - February 2019 - 86
Pizza Today - February 2019 - 87
Pizza Today - February 2019 - 88
Pizza Today - February 2019 - 89
Pizza Today - February 2019 - 90
Pizza Today - February 2019 - 91
Pizza Today - February 2019 - 92
Pizza Today - February 2019 - 93
Pizza Today - February 2019 - 94
Pizza Today - February 2019 - 95
Pizza Today - February 2019 - 96
Pizza Today - February 2019 - Reader’s Resource
Pizza Today - February 2019 - Mike’s Monthly Tip
Pizza Today - February 2019 - Cover3
Pizza Today - February 2019 - Cover4
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