Pizza Today - February 2019 - 43

WITH FREQUENT SOCIAL MEDIA AND
WEB SITE POSTINGS, RESTAURANTS ARE
PRODUCING MORE CONTENT THAN EVER
BEFORE. "It really comes down to

content creation," Hollidge says. But
the content has to have on-point
messaging.
"They need to understand that there
is the creative aspect of messaging,
there's the relationship management
aspect of the messaging," she says. "And
those people work together to make
sure they are getting the right message
and the right response and the right
tool. If you don't package your message
correctly, whether you use five mediums
or one medium, you are not going to be
successful.
"One thing that is more important
than anything today is making sure
you are differentiating your product
and bringing out what quality aspects

of your product are a reason for them
purchasing from you," she says. "There's
always going to be the discount pizza
guy who is out there where people
are going to go strictly for the price.
But you really have to focus on your
messaging going forward and educating
your customer on why they are coming
to you over somebody else."
Lopez says content should be
authentic. "Real people telling real
stories," he says. While freshness and
ingredient marketing has become
standard, he says, "It's now how are
you cooking? It's more about flavor. It's
more about being authentic with flavor,
presentation and cooking style... There
is an integrity of all of these layers
now that you have to have, so I think
the marketing needs to respond to
that integrity. It's really going down to
quality statements."
Content is not only being produced

for a pizzeria's web and social account,
but also for online listing and review
sites. "Online listings and review sites
are critical to a restaurant's success,
and restaurant management must
take an active role in managing these,"
Church says. "This can be broken
down into three steps: 1) claiming and
controlling the Google, Yelp, Bing and
Trip Advisor listings; 2) implementing
a strategy to get customers to leave
favorable reviews and star ratings; and
3) quickly responding and addressing
negative reviews."
GETTING BACK TO BASICS, Lopez says
he sees with his clients at SYNERGY
a return to local store marketing
to build third-party validation for
restaurants. "It's going back to being
a neighborhood restaurant and that
mindset," he says. It's using field
marketing teams and connecting
F E B R UA R Y 2 0 1 9 / P I Z Z AT O D AY. C O M / 4 3



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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