Pizza Today - December 2019 - 66

Mike's Monthly Tip
MIKE BAUSCH

Gift Wrap Your Pizza

I

love the night before Christmas. I've
loved it since I was a little kid. I love
gifts wrapped under a tree waiting to
be opened. The anticipation of what's inside
of these perfectly wrapped boxes leads the
mind to wander to a happy place of what
might be in them. I also like wrapping a gift
for someone else. Knowing I've picked the
perfect gift and it's ready to make someone else's day gives me a sense of pride. I,
however, don't get as excited about gifts in a
generic gift bag. Bags come off as phonedin, as if the person who got the gift probably did it as an afterthought. Right, wrong
or indifferent, that's the message a gift bag
gives me.
I feel the same way about my pizza box
and the whole to-go packaging experience.
My team and I have worked our ass off to
make a perfect pizza, and I want a clean and
well-designed box that will show the recipi-

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

ent of the pizza that I cared when I made
it. When it comes to your pizza, if you're
selling it in a regular non-branded box with
nothing else, it's a letdown before the party
even starts. It gives the impression that
nothing special is about to occur.
I want the customer upon purchase of
anything from Andolini's to tap into the
euphoric side of the brain where dopamine
flows to create a sense of fulfillment that
negates any purchase anxiety. What you
might associate with people at the mall
on a shopping spree is a real psychological
transformation in the brain that I want my
customers to feel upon purchase. I want
them to experience the pride of purchase,
and it's pretty darn hard to get there before
eating without some solid branding. Retail
figured this out in the '80s that people have
a sense of pride in buying the best, so make
your shopping bag as big and as bold as

possible so that a person holding a bunch
of bags walking down through the mall is a
source of status. It's the same concept, but
for people who are more food-centric than
fashionistas. The mental side of this is all
the same.
Thoughtful packaging also alleviates
purchase anxiety and leads to more repeat
business. You want them looking for the
pride of purchase that comes from something that is upper echelon, the best of the
best - and that can only be achieved with
great, unique branded packaging. It also
allows you to charge the premium price
your pizza deserves.
I'll get just a bit more into this next
month, so stay tuned! ■
MIKE BAUSCH is the owner of Andolini's
Pizzeria in Tulsa, Oklahoma.


http://www.PIZZATODAY.COM

Pizza Today - December 2019

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

Pizza Today - December 2019
Commentary
Contributors
Expo Spotlight
Meet the Makers
Conversation
Man on the Street
Tony’s Trending Recipe
Knead to Know
Destinations
Pos System Training
Rad Appetizers
Baby Boomer Employees
2020 Menu Guide
Product Showcase
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Mike’s Monthly Tip
Pizza Today - December 2019 - CT1
Pizza Today - December 2019 - CT2
Pizza Today - December 2019 - Pizza Today - December 2019
Pizza Today - December 2019 - Cover2
Pizza Today - December 2019 - Commentary
Pizza Today - December 2019 - 4
Pizza Today - December 2019 - 5
Pizza Today - December 2019 - 6
Pizza Today - December 2019 - 7
Pizza Today - December 2019 - Contributors
Pizza Today - December 2019 - 9
Pizza Today - December 2019 - Expo Spotlight
Pizza Today - December 2019 - 11
Pizza Today - December 2019 - Meet the Makers
Pizza Today - December 2019 - 13
Pizza Today - December 2019 - Conversation
Pizza Today - December 2019 - 15
Pizza Today - December 2019 - Man on the Street
Pizza Today - December 2019 - 17
Pizza Today - December 2019 - Tony’s Trending Recipe
Pizza Today - December 2019 - 19
Pizza Today - December 2019 - Knead to Know
Pizza Today - December 2019 - 21
Pizza Today - December 2019 - 22
Pizza Today - December 2019 - 23
Pizza Today - December 2019 - Destinations
Pizza Today - December 2019 - 25
Pizza Today - December 2019 - Pos System Training
Pizza Today - December 2019 - 27
Pizza Today - December 2019 - 28
Pizza Today - December 2019 - 29
Pizza Today - December 2019 - Rad Appetizers
Pizza Today - December 2019 - 31
Pizza Today - December 2019 - 32
Pizza Today - December 2019 - 33
Pizza Today - December 2019 - Baby Boomer Employees
Pizza Today - December 2019 - 35
Pizza Today - December 2019 - 2020 Menu Guide
Pizza Today - December 2019 - 37
Pizza Today - December 2019 - 38
Pizza Today - December 2019 - 39
Pizza Today - December 2019 - 40
Pizza Today - December 2019 - 41
Pizza Today - December 2019 - 42
Pizza Today - December 2019 - 43
Pizza Today - December 2019 - 44
Pizza Today - December 2019 - 45
Pizza Today - December 2019 - 46
Pizza Today - December 2019 - 47
Pizza Today - December 2019 - Product Showcase
Pizza Today - December 2019 - 49
Pizza Today - December 2019 - Pizza Today Yellow Pages
Pizza Today - December 2019 - 51
Pizza Today - December 2019 - 52
Pizza Today - December 2019 - 53
Pizza Today - December 2019 - 54
Pizza Today - December 2019 - 55
Pizza Today - December 2019 - 56
Pizza Today - December 2019 - The Marketplace
Pizza Today - December 2019 - 58
Pizza Today - December 2019 - 59
Pizza Today - December 2019 - 60
Pizza Today - December 2019 - 61
Pizza Today - December 2019 - 62
Pizza Today - December 2019 - 63
Pizza Today - December 2019 - 64
Pizza Today - December 2019 - Reader’s Resource
Pizza Today - December 2019 - Mike’s Monthly Tip
Pizza Today - December 2019 - Cover3
Pizza Today - December 2019 - Cover4
https://www.nxtbook.com/emerald/pizzatoday/202407
https://www.nxtbook.com/emerald/pizzatoday/202406
https://www.nxtbook.com/emerald/pizzatoday/202405
https://www.nxtbook.com/emerald/pizzatoday/202404
https://www.nxtbook.com/emerald/pizzatoday/202403
https://www.nxtbook.com/emerald/pizzatoday/202402
https://www.nxtbook.com/emerald/pizzatoday/202401
https://www.nxtbook.com/emerald/pizzatoday/202312
https://www.nxtbook.com/emerald/pizzatoday/202311
https://www.nxtbook.com/emerald/pizzatoday/202310
https://www.nxtbook.com/emerald/pizzatoday/202309
https://www.nxtbook.com/emerald/pizzatoday/202308
https://www.nxtbook.com/emerald/pizzatoday/202307
https://www.nxtbook.com/emerald/pizzatoday/202306
https://www.nxtbook.com/emerald/pizzatoday/202305
https://www.nxtbook.com/emerald/pizzatoday/202304
https://www.nxtbook.com/emerald/pizzatoday/202303
https://www.nxtbook.com/emerald/pizzatoday/202302
https://www.nxtbook.com/emerald/pizzatoday/202301
https://www.nxtbook.com/emerald/pizzatoday/202212
https://www.nxtbook.com/emerald/pizzatoday/202211
https://www.nxtbook.com/emerald/pizzatoday/202210
https://www.nxtbook.com/emerald/pizzatoday/202209
https://www.nxtbook.com/emerald/pizzatoday/202208
https://www.nxtbook.com/emerald/pizzatoday/202207
https://www.nxtbook.com/emerald/pizzatoday/202206
https://www.nxtbook.com/emerald/pizzatoday/202205
https://www.nxtbook.com/emerald/pizzatoday/202204
https://www.nxtbook.com/emerald/pizzatoday/202203
https://www.nxtbook.com/emerald/pizzatoday/202202
https://www.nxtbook.com/emerald/pizzatoday/202201
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