Pizza Today - March 2020 - 61

A report-rich database can provide
metrics to help a restaurant better
understand its customers needs, likes
and ordering patterns, which can then
inform special offers or timed messages.
"These digital tools are getting more
sophisticated every day and that opens
the door to greater frequency and
higher tickets," Costello says.
STIR IN CONVENIENCE.
People value their time more than
ever in today's fast-paced world, which
heightens the importance of offering
a convenient experience. While pizza
has a strong hold on convenience given
the delivery element engrained in the
category, that alone isn't enough, especially as the available culinary options
swell with third-party delivery.
With its aggressive approach
to faster, more streamlined digital
ordering, Domino's was one of the
restaurant industry's highfliers over
the last decade. Following that lead,
Home Run Inn has invested heavily in
its mobile ordering over the last two
years to make its carryout and delivery
business as accessible and convenient
as possible.
"We've reduced the time needed to
complete an online transaction and
made it a smoother, more convenient
process, and that's helped to drive
frequency as well as higher tickets,"
Costello says.

"This way, you're not just inviting guests
to spend money, but rather to save money,"
he says.
As another traffic-boosting vehicle,
Knight suggests pizzerias align themselves
with an outside event like a sporting event
or community celebration.
"This doesn't need to be an NFL franchise. You can take this all the way down
to the local high school or college," says
Knight, who runs California-based KnightVision Marketing. "When you understand

what your target audience cares about and
then get beyond your four walls to network
in the community, there's an opportunity to
create win-win arrangements with others."
Q

Chicago-based writer DANIEL P. SMITH has
covered business issues and best practices for a
variety of trade publications, newspapers, and
magazines.

FINISH WITH PINCHES OF
CLEVER MARKETING.
With special events like beerand-pizza pairings and wine dinners,
pizzerias invite guests to return for a
unique experience, while limited-time
offers (LTO) tied to seasonal goods or
hot culinary trends can similarly entice
added visits.
"People joke about the McRib all
the time, but it does bring a certain
amount of traffic to McDonald's,"
Knight says of the prominent LTO.
Makris says off-day promotions
communicated through social media or
a loyalty program can also spark traffic
from regulars during a slow day in the
restaurant.
M A R C H 2 0 2 0 / P I Z Z AT O D AY. C O M / 6 1


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Pizza Today - March 2020

Table of Contents for the Digital Edition of Pizza Today - March 2020

Pizza Today - March 2020
Commentary
Contributors
Expo Spotlight
Meet The Makers
Conversation
Man On The Street
Tony’s Trending Recipe
Knead To Know
Destinations
Customer Service Culture
Self-Ordering Kiosk
Meat Combo Pizzas
Trending Chili Peppers
Hot Topping: ‘Nduja
Understanding Cheese Prices
Text Marketing
Rewarding Staff
Increasing Frequency
Relationship Building
On The Road: Woodstock’s Pizza, San Diego, Ca
On The Road: Regents Pizzeria, La Jolla, Ca
Pizza Expo Preview
Preferred Supplier
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Mike’s Monthly Tip
Pizza Today - March 2020 - CT1
Pizza Today - March 2020 - CT2
Pizza Today - March 2020 - Pizza Today - March 2020
Pizza Today - March 2020 - Cover2
Pizza Today - March 2020 - Commentary
Pizza Today - March 2020 - 4
Pizza Today - March 2020 - 5
Pizza Today - March 2020 - 6
Pizza Today - March 2020 - 7
Pizza Today - March 2020 - Contributors
Pizza Today - March 2020 - 9
Pizza Today - March 2020 - Expo Spotlight
Pizza Today - March 2020 - 11
Pizza Today - March 2020 - Meet The Makers
Pizza Today - March 2020 - 13
Pizza Today - March 2020 - Conversation
Pizza Today - March 2020 - 15
Pizza Today - March 2020 - Man On The Street
Pizza Today - March 2020 - 17
Pizza Today - March 2020 - Tony’s Trending Recipe
Pizza Today - March 2020 - 19
Pizza Today - March 2020 - Knead To Know
Pizza Today - March 2020 - 21
Pizza Today - March 2020 - 22
Pizza Today - March 2020 - 23
Pizza Today - March 2020 - Destinations
Pizza Today - March 2020 - 25
Pizza Today - March 2020 - Customer Service Culture
Pizza Today - March 2020 - 27
Pizza Today - March 2020 - 28
Pizza Today - March 2020 - 29
Pizza Today - March 2020 - Self-Ordering Kiosk
Pizza Today - March 2020 - 31
Pizza Today - March 2020 - 32
Pizza Today - March 2020 - 33
Pizza Today - March 2020 - Meat Combo Pizzas
Pizza Today - March 2020 - 35
Pizza Today - March 2020 - 36
Pizza Today - March 2020 - 37
Pizza Today - March 2020 - Trending Chili Peppers
Pizza Today - March 2020 - 39
Pizza Today - March 2020 - 40
Pizza Today - March 2020 - 41
Pizza Today - March 2020 - Hot Topping: ‘Nduja
Pizza Today - March 2020 - 43
Pizza Today - March 2020 - 44
Pizza Today - March 2020 - 45
Pizza Today - March 2020 - Understanding Cheese Prices
Pizza Today - March 2020 - 47
Pizza Today - March 2020 - 48
Pizza Today - March 2020 - 49
Pizza Today - March 2020 - Text Marketing
Pizza Today - March 2020 - 51
Pizza Today - March 2020 - 52
Pizza Today - March 2020 - 53
Pizza Today - March 2020 - Rewarding Staff
Pizza Today - March 2020 - 55
Pizza Today - March 2020 - 56
Pizza Today - March 2020 - 57
Pizza Today - March 2020 - Increasing Frequency
Pizza Today - March 2020 - 59
Pizza Today - March 2020 - 60
Pizza Today - March 2020 - 61
Pizza Today - March 2020 - Relationship Building
Pizza Today - March 2020 - 63
Pizza Today - March 2020 - 64
Pizza Today - March 2020 - 65
Pizza Today - March 2020 - On The Road: Woodstock’s Pizza, San Diego, Ca
Pizza Today - March 2020 - 67
Pizza Today - March 2020 - 68
Pizza Today - March 2020 - 69
Pizza Today - March 2020 - 70
Pizza Today - March 2020 - 71
Pizza Today - March 2020 - On The Road: Regents Pizzeria, La Jolla, Ca
Pizza Today - March 2020 - 73
Pizza Today - March 2020 - 74
Pizza Today - March 2020 - 75
Pizza Today - March 2020 - 76
Pizza Today - March 2020 - 77
Pizza Today - March 2020 - Pizza Expo Preview
Pizza Today - March 2020 - 79
Pizza Today - March 2020 - 80
Pizza Today - March 2020 - 81
Pizza Today - March 2020 - 82
Pizza Today - March 2020 - 83
Pizza Today - March 2020 - 84
Pizza Today - March 2020 - 85
Pizza Today - March 2020 - Preferred Supplier
Pizza Today - March 2020 - 87
Pizza Today - March 2020 - 88
Pizza Today - March 2020 - 89
Pizza Today - March 2020 - 90
Pizza Today - March 2020 - 91
Pizza Today - March 2020 - 92
Pizza Today - March 2020 - 93
Pizza Today - March 2020 - 94
Pizza Today - March 2020 - 95
Pizza Today - March 2020 - 96
Pizza Today - March 2020 - 97
Pizza Today - March 2020 - 98
Pizza Today - March 2020 - 99
Pizza Today - March 2020 - 100
Pizza Today - March 2020 - 101
Pizza Today - March 2020 - 102
Pizza Today - March 2020 - 103
Pizza Today - March 2020 - Pizza Today Yellow Pages
Pizza Today - March 2020 - 105
Pizza Today - March 2020 - 106
Pizza Today - March 2020 - 107
Pizza Today - March 2020 - 108
Pizza Today - March 2020 - 109
Pizza Today - March 2020 - The Marketplace
Pizza Today - March 2020 - 111
Pizza Today - March 2020 - 112
Pizza Today - March 2020 - 113
Pizza Today - March 2020 - 114
Pizza Today - March 2020 - 115
Pizza Today - March 2020 - 116
Pizza Today - March 2020 - 117
Pizza Today - March 2020 - 118
Pizza Today - March 2020 - 119
Pizza Today - March 2020 - 120
Pizza Today - March 2020 - Reader’s Resource
Pizza Today - March 2020 - Mike’s Monthly Tip
Pizza Today - March 2020 - Cover3
Pizza Today - March 2020 - Cover4
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