Pizza Today - October 2019 - 16

Man on the Street
SCOTT WIENER

Boxing Lesson

S

ometimes I forget that I have
the world's largest collection of
pizza boxes. It's not like they're
sprawled all over my apartment; I have a
highly organized spare closet that allows
me to keep over 1,500 (mostly unused)
boxes both out of sight and out of mind.
But every few weeks I receive a familiar
e-mail that reminds me about my true
identity. "I'm redesigning my pizza box.
What should I put on it?" When I see
those words on my screen, I'm reminded
of both my hoarding problem and the
reality that most pizzeria owners have no
idea where to start when it comes time to
craft pizza box imagery.
Before jumping into your new design,
think about how your customers will
interact with the box. Do you offer
takeout and delivery, or will you only be
giving boxes to customers for leftover
slices? Each of these situations presents

1 6 / P I Z Z AT O D AY. C O M / O C T O B E R 2 0 1 9

different needs and it's likely you'll need
a box that can cover all three.
You can print on any surface of the
box (even on the inside if you spring
for food safe ink), but put your energy
into the top since that's going to get the
most eyeball time. Your design should
be simple and clear. Instead of clogging
it with your phone number, Web site,
address and every single social media
handle you've ever created, just give the
basics. Your name and location is all most
people will need to look you up online.
You'll have to give a bit more if your
pizzeria has a common name or if your
URL isn't just the name of the pizzeria,
but keep the contact information as
simple as possible.
NEXT COMES THE ACTUAL DESIGN. I
absolutely recommend working with a
professional designer, but there are lots of

fun alternatives. Maybe you have
a pizza maker who's in school
for design. They already know
your brand and style, plus they'll
be grateful for some side work
in their field of interest. Several
pizzerias have had success tapping
their customers' talents by running
pizza box design contests. Locals
enter their designs and customers
vote for their favorite. A contest can even drive social media
engagement if you post images
and hold the vote on Instagram
or Facebook. Designing your
pizza box is a great opportunity
to work with local schools and art
programs. Students can work together to design an image for you
just as they would for an actual
client. They'll get valuable professional experience and you'll get a
unique box design, not to mention
customers for life.
Two-color prints are the most
popular and provide flexibility, but
you'll save money if you can make
it work with just a single color.
Thanks to the growth of visual
platforms like Instagram, people
are hyper aware of design and will
post a picture of your pizza box
if it pops enough. If that happens
a few times, thousands of new
people will be exposed to your
brand.
The pizza box can be a
valuable tool for retaining valued
customers and bringing in new
ones. Just make sure your box is
designed with your customers in
mind and reflects the brand you've
built inside the restaurant. Then
send me one for my collection. ■
SCOTT WIENER is

the founder of
Scott's Pizza Tours in New York City
and SliceOutHunger.org.

JOSH KEOWN


http://www.SliceOutHunger.org http://www.PIZZATODAY.COM

Pizza Today - October 2019

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

Pizza Today - October 2019
Commentary
Contributors
Expo Spotlight
Meet The Makers
Conversation
Man On The Street
Tony’s Trending Recipe
Knead To Know
Destinations
Background Music
Topping Trends
Dollops
Waste Management
Promoting Gift Cards
Holding Events
Independent Pizzeria Of The Year: Dante, Omaha, Ne
Product Showcase
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Mike’s Monthly Tip
Pizza Today - October 2019 - CT1
Pizza Today - October 2019 - CT2
Pizza Today - October 2019 - Pizza Today - October 2019
Pizza Today - October 2019 - Cover2
Pizza Today - October 2019 - Commentary
Pizza Today - October 2019 - 4
Pizza Today - October 2019 - 5
Pizza Today - October 2019 - 6
Pizza Today - October 2019 - 7
Pizza Today - October 2019 - Contributors
Pizza Today - October 2019 - 9
Pizza Today - October 2019 - Expo Spotlight
Pizza Today - October 2019 - 11
Pizza Today - October 2019 - Meet The Makers
Pizza Today - October 2019 - 13
Pizza Today - October 2019 - Conversation
Pizza Today - October 2019 - 15
Pizza Today - October 2019 - Man On The Street
Pizza Today - October 2019 - 17
Pizza Today - October 2019 - Tony’s Trending Recipe
Pizza Today - October 2019 - 19
Pizza Today - October 2019 - Knead To Know
Pizza Today - October 2019 - 21
Pizza Today - October 2019 - 22
Pizza Today - October 2019 - 23
Pizza Today - October 2019 - Destinations
Pizza Today - October 2019 - 25
Pizza Today - October 2019 - Background Music
Pizza Today - October 2019 - 27
Pizza Today - October 2019 - 28
Pizza Today - October 2019 - 29
Pizza Today - October 2019 - Topping Trends
Pizza Today - October 2019 - 31
Pizza Today - October 2019 - 32
Pizza Today - October 2019 - 33
Pizza Today - October 2019 - Dollops
Pizza Today - October 2019 - 35
Pizza Today - October 2019 - Waste Management
Pizza Today - October 2019 - 37
Pizza Today - October 2019 - 38
Pizza Today - October 2019 - 39
Pizza Today - October 2019 - Promoting Gift Cards
Pizza Today - October 2019 - 41
Pizza Today - October 2019 - 42
Pizza Today - October 2019 - 43
Pizza Today - October 2019 - Holding Events
Pizza Today - October 2019 - 45
Pizza Today - October 2019 - 46
Pizza Today - October 2019 - 47
Pizza Today - October 2019 - Independent Pizzeria Of The Year: Dante, Omaha, Ne
Pizza Today - October 2019 - 49
Pizza Today - October 2019 - 50
Pizza Today - October 2019 - 51
Pizza Today - October 2019 - 52
Pizza Today - October 2019 - 53
Pizza Today - October 2019 - 54
Pizza Today - October 2019 - 55
Pizza Today - October 2019 - Product Showcase
Pizza Today - October 2019 - 57
Pizza Today - October 2019 - Pizza Today Yellow Pages
Pizza Today - October 2019 - 59
Pizza Today - October 2019 - 60
Pizza Today - October 2019 - 61
Pizza Today - October 2019 - 62
Pizza Today - October 2019 - 63
Pizza Today - October 2019 - The Marketplace
Pizza Today - October 2019 - 65
Pizza Today - October 2019 - 66
Pizza Today - October 2019 - 67
Pizza Today - October 2019 - 68
Pizza Today - October 2019 - 69
Pizza Today - October 2019 - 70
Pizza Today - October 2019 - 71
Pizza Today - October 2019 - 72
Pizza Today - October 2019 - Reader’s Resource
Pizza Today - October 2019 - Mike’s Monthly Tip
Pizza Today - October 2019 - Cover3
Pizza Today - October 2019 - Cover4
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