Pizza Today - March 2019 - 52

BACK OFFICE

Build sales by
extending thanks

S TO R Y JA C QU E FA R R ELLI
P H OTO R OB R A SM U SSEN

How Farrelli's used an appreciation campaign to grow its customer base

I

had a vision of appreciation. This
is one of my core values. I am the
current CEO and Co-founder of
our 24-year-old, nine-store pizza chain,
called Farrelli's. I founded it with my
parents, John and Margaret Farrell.
Papa & Mama Farrelli always
taught me to have a stack of thank you
cards, so this vision of appreciation I
mentioned was just a natural extension!
My vision was to appreciate the people
around our neighborhoods who serve
the community in different ways
- first up was the firefighters. My
husband is a firefighter and I wanted
to do something for Firefighters
Appreciation Day in 2018.
What do firefighters love? Pizza! We
planned to deliver pizza to his station,
but that didn't seem like enough... how
about pizza and a $15 appreciation
card? Boots on the ground, let's do it!
5 2 / P I Z Z AT O D AY. C O M / M A R C H 2 0 1 9

However, we could not just take
care of his department, we needed to
take care of all the departments in
all the neighborhoods that had taken
care of us over their many years of
service. Mission: bring pizza and $15
appreciation cards from all locations
to all fire department districts in
each Farrelli's neighborhood. Sounds
simple ... but, for example, in one
neighborhood there were around seven
stations with 150 firefighters. And we
have nine neighborhoods to nourish.
My point here is to not underestimate
the reach you may have and be prepared
to divide and conquer.
In terms of the design of the card
itself, it was important to me that we
presented them with an appreciation
card that functioned as a gift card to
Farrelli's that could be redeemed in
our stores as a sign of appreciation and

thanks for the work that they do. I
did not want it to look like a coupon,
nor did I want to force them to make
a purchase. After all, this was to be a
genuine gesture of gratitude.
I ASKED OUR LEADERS, ALSO KNOWN
AS NEIGHBORHOOD AMBASSADORS, TO
PERSONALLY DELIVER THE PIZZA AND
APPRECIATION CARDS. THE IMPACT IT HAD
WAS SIGNIFICANT.

Autumn Nessibou led the charge in
one of our stores and had this to say:
"We delivered enough pizzas to the
Sumner location that several other
firehouses were able to stop by and take
pizza back with them. One firefighter
came to the door and thanked me for
the kind gesture from our restaurant.
Later that afternoon, several firefighters
from around the community posted
thanks and pictures of them enjoying


http://www.PIZZATODAY.COM

Pizza Today - March 2019

Table of Contents for the Digital Edition of Pizza Today - March 2019

Pizza Today - March 2019
Commentary
Contents
Contributors
Expo Spotlight
Interact
Conversation
Man on the Street
Tony’s Trending Recipe
Road to Pizza Expo
Destinations
Knead to Know
Learning From Others
Non-Traditional Locations
Pizza Expo Preview
Pizza Head, St. Louis
Mozzapi, Louisville
Preferred Supplier
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Pizza Today - March 2019 - CT1
Pizza Today - March 2019 - CT2
Pizza Today - March 2019 - Pizza Today - March 2019
Pizza Today - March 2019 - Cover2
Pizza Today - March 2019 - Commentary
Pizza Today - March 2019 - 4
Pizza Today - March 2019 - 5
Pizza Today - March 2019 - Contents
Pizza Today - March 2019 - 7
Pizza Today - March 2019 - 8
Pizza Today - March 2019 - 9
Pizza Today - March 2019 - Contributors
Pizza Today - March 2019 - 11
Pizza Today - March 2019 - Expo Spotlight
Pizza Today - March 2019 - 13
Pizza Today - March 2019 - Interact
Pizza Today - March 2019 - 15
Pizza Today - March 2019 - Conversation
Pizza Today - March 2019 - 17
Pizza Today - March 2019 - Man on the Street
Pizza Today - March 2019 - 19
Pizza Today - March 2019 - Tony’s Trending Recipe
Pizza Today - March 2019 - 21
Pizza Today - March 2019 - Road to Pizza Expo
Pizza Today - March 2019 - 23
Pizza Today - March 2019 - Destinations
Pizza Today - March 2019 - 25
Pizza Today - March 2019 - Knead to Know
Pizza Today - March 2019 - 27
Pizza Today - March 2019 - 28
Pizza Today - March 2019 - 29
Pizza Today - March 2019 - 30
Pizza Today - March 2019 - 31
Pizza Today - March 2019 - 32
Pizza Today - March 2019 - 33
Pizza Today - March 2019 - 34
Pizza Today - March 2019 - 35
Pizza Today - March 2019 - 36
Pizza Today - March 2019 - 37
Pizza Today - March 2019 - 38
Pizza Today - March 2019 - 39
Pizza Today - March 2019 - 40
Pizza Today - March 2019 - 41
Pizza Today - March 2019 - 42
Pizza Today - March 2019 - 43
Pizza Today - March 2019 - 44
Pizza Today - March 2019 - 45
Pizza Today - March 2019 - 46
Pizza Today - March 2019 - 47
Pizza Today - March 2019 - 48
Pizza Today - March 2019 - 49
Pizza Today - March 2019 - 50
Pizza Today - March 2019 - 51
Pizza Today - March 2019 - 52
Pizza Today - March 2019 - 53
Pizza Today - March 2019 - 54
Pizza Today - March 2019 - 55
Pizza Today - March 2019 - Learning From Others
Pizza Today - March 2019 - 57
Pizza Today - March 2019 - 58
Pizza Today - March 2019 - 59
Pizza Today - March 2019 - Non-Traditional Locations
Pizza Today - March 2019 - 61
Pizza Today - March 2019 - 62
Pizza Today - March 2019 - 63
Pizza Today - March 2019 - Pizza Expo Preview
Pizza Today - March 2019 - 65
Pizza Today - March 2019 - 66
Pizza Today - March 2019 - 67
Pizza Today - March 2019 - Pizza Head, St. Louis
Pizza Today - March 2019 - 69
Pizza Today - March 2019 - 70
Pizza Today - March 2019 - 71
Pizza Today - March 2019 - 72
Pizza Today - March 2019 - 73
Pizza Today - March 2019 - Mozzapi, Louisville
Pizza Today - March 2019 - 75
Pizza Today - March 2019 - 76
Pizza Today - March 2019 - 77
Pizza Today - March 2019 - 78
Pizza Today - March 2019 - 79
Pizza Today - March 2019 - Preferred Supplier
Pizza Today - March 2019 - 81
Pizza Today - March 2019 - 82
Pizza Today - March 2019 - 83
Pizza Today - March 2019 - 84
Pizza Today - March 2019 - 85
Pizza Today - March 2019 - 86
Pizza Today - March 2019 - 87
Pizza Today - March 2019 - 88
Pizza Today - March 2019 - 89
Pizza Today - March 2019 - 90
Pizza Today - March 2019 - 91
Pizza Today - March 2019 - 92
Pizza Today - March 2019 - 93
Pizza Today - March 2019 - 94
Pizza Today - March 2019 - 95
Pizza Today - March 2019 - 96
Pizza Today - March 2019 - 97
Pizza Today - March 2019 - 98
Pizza Today - March 2019 - 99
Pizza Today - March 2019 - 100
Pizza Today - March 2019 - 101
Pizza Today - March 2019 - 102
Pizza Today - March 2019 - 103
Pizza Today - March 2019 - 104
Pizza Today - March 2019 - 105
Pizza Today - March 2019 - 106
Pizza Today - March 2019 - 107
Pizza Today - March 2019 - 108
Pizza Today - March 2019 - 109
Pizza Today - March 2019 - Pizza Today Yellow Pages
Pizza Today - March 2019 - 111
Pizza Today - March 2019 - 112
Pizza Today - March 2019 - 113
Pizza Today - March 2019 - 114
Pizza Today - March 2019 - 115
Pizza Today - March 2019 - 116
Pizza Today - March 2019 - The Marketplace
Pizza Today - March 2019 - 118
Pizza Today - March 2019 - 119
Pizza Today - March 2019 - 120
Pizza Today - March 2019 - 121
Pizza Today - March 2019 - 122
Pizza Today - March 2019 - 123
Pizza Today - March 2019 - 124
Pizza Today - March 2019 - 125
Pizza Today - March 2019 - 126
Pizza Today - March 2019 - 127
Pizza Today - March 2019 - 128
Pizza Today - March 2019 - Reader’s Resource
Pizza Today - March 2019 - 130
Pizza Today - March 2019 - Cover3
Pizza Today - March 2019 - Cover4
https://www.nxtbook.com/emerald/pizzatoday/202112
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