Pizza Today - July 2020 - 12

M I K E ' S M O N T H LY T I P

MIKE BAUSCH

Strike the Right Tone
Maximize your exposure in a positive way

I

n the face of dwindling revenue and
potentially debilitating circumstances,
it's hard to stay upbeat. Nonetheless, striking the right tone with your
customer is vital. The time a customer will
spend viewing your message is precious.
The ideal is to maximize your exposure
in a positive way that endears yourself to
the intended demographic. Being real in
social media and your public image earns
points that will translate into sales. At the
same time, being overly "real" and venting
to the customer is precarious. It's essential
to strike the right tone in your messaging.
Tone should be upbeat, informative and
entertaining. That way, the content is viable
and gives the nod to the customer in a way

that makes them want to spend their disposable income with you instead of another
restaurant.
When the COVID-19 crisis began, it
was completely relatable to have a, "I don't
know where this is going to go, but I'm
here with you" earnest tone. If that tone
devolves into becoming depressing or a
negative tone of "woe is me," eventually,
people will tune out. People have their own
lives and problems to deal with. They don't
want to hear about yours unless there is a
story of triumph attached to it. You might
get some love and comments back from a
select few on social media, but by and large,
it's a downer.
Along with tone comes the message. As

things are shifting and developing in the
world of 2020, restaurants are becoming
politically charged lightning rods. Some
of your demo wants things never to go
back to the way they were and keep social
distancing forever, while some want to act
like COVID never happened. Appealing
to any single demo is problematic. I say do
what you believe to be right and don't take a
hard-tonal stance either way. Also, be as safe
as possible. It's better to be overdressed than
underdressed when it comes to hygiene and
safety. Gloves, masks, disinfectants, these
things matter.
Politics has never been a part of the
restaurant industry. This has never happened before, one thing everyone agreed
on has always been food. I always advise
avoiding politics because you're bound to
disenfranchise half of your customer base.
Even if you're in a very politically-charged
atmosphere, where most of your client base
sways to the left or right, you're still going
to disenfranchise, at a minimum, 20 percent
of the population if you have an overtly
political tone.
I've never introduced politics into my
business. I've done events with politicians
present, but that's about it. As much as you
and I have our own political opinions, it
serves no productive purpose to vent political beliefs or frustrations in open platforms.
Not only from a sales perspective, but you're
speaking on behalf of employees that you
might disenfranchise. Also, now they have
to answer for your political beliefs, which is
not what they signed up for. I advise staying
upbeat and give relatable enjoyable universal
information. Be goofy, be irreverent and
informative, but don't be a lightning rod.
If your political beliefs are so important
to you that you will voice them at the
potential loss of revenue to your business
and your staff, then run for office. Otherwise, your priorities are misguided. If you
genuinely want to seek political change,
speak to your lawmakers and city officials
directly, not a Facebook group. As a business
owner, you carry more weight with your
elected officials than you think. ■

MIKE BAUSCH is the owner of Andolini's Pizzeria in Tulsa, Oklahoma. Instagram: @andopizza

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Pizza Today - July 2020

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

Pizza Today - July 2020
Commentary
Digital
Conversation
Mike’s Monthly Tip
Man on the Street
Building Blocks
Tony’s Trending Recipe
Knead to Know
Destinations
Upselling Carryout
COVID-19
Reducing Costs
Summer Tomatoes
Summer Greens
Summer Salads
Young Entrepreneur of the Year
Product showcase
Pizza Today Yellow Pages
The Marketplace
Expo Spotlight
Pizza Today - July 2020 - CT1
Pizza Today - July 2020 - CT2
Pizza Today - July 2020 - Pizza Today - July 2020
Pizza Today - July 2020 - Cover2
Pizza Today - July 2020 - Commentary
Pizza Today - July 2020 - 4
Pizza Today - July 2020 - 5
Pizza Today - July 2020 - 6
Pizza Today - July 2020 - 7
Pizza Today - July 2020 - Digital
Pizza Today - July 2020 - 9
Pizza Today - July 2020 - Conversation
Pizza Today - July 2020 - 11
Pizza Today - July 2020 - Mike’s Monthly Tip
Pizza Today - July 2020 - 13
Pizza Today - July 2020 - Man on the Street
Pizza Today - July 2020 - 15
Pizza Today - July 2020 - Building Blocks
Pizza Today - July 2020 - 17
Pizza Today - July 2020 - Tony’s Trending Recipe
Pizza Today - July 2020 - 19
Pizza Today - July 2020 - Knead to Know
Pizza Today - July 2020 - 21
Pizza Today - July 2020 - 22
Pizza Today - July 2020 - 23
Pizza Today - July 2020 - Destinations
Pizza Today - July 2020 - 25
Pizza Today - July 2020 - Upselling Carryout
Pizza Today - July 2020 - 27
Pizza Today - July 2020 - 28
Pizza Today - July 2020 - 29
Pizza Today - July 2020 - COVID-19
Pizza Today - July 2020 - 31
Pizza Today - July 2020 - 32
Pizza Today - July 2020 - 33
Pizza Today - July 2020 - Reducing Costs
Pizza Today - July 2020 - 35
Pizza Today - July 2020 - Summer Tomatoes
Pizza Today - July 2020 - 37
Pizza Today - July 2020 - 38
Pizza Today - July 2020 - 39
Pizza Today - July 2020 - Summer Greens
Pizza Today - July 2020 - 41
Pizza Today - July 2020 - Summer Salads
Pizza Today - July 2020 - 43
Pizza Today - July 2020 - Young Entrepreneur of the Year
Pizza Today - July 2020 - 45
Pizza Today - July 2020 - 46
Pizza Today - July 2020 - 47
Pizza Today - July 2020 - 48
Pizza Today - July 2020 - 49
Pizza Today - July 2020 - Product showcase
Pizza Today - July 2020 - 51
Pizza Today - July 2020 - Pizza Today Yellow Pages
Pizza Today - July 2020 - 53
Pizza Today - July 2020 - 54
Pizza Today - July 2020 - 55
Pizza Today - July 2020 - 56
Pizza Today - July 2020 - 57
Pizza Today - July 2020 - The Marketplace
Pizza Today - July 2020 - 59
Pizza Today - July 2020 - 60
Pizza Today - July 2020 - 61
Pizza Today - July 2020 - 62
Pizza Today - July 2020 - 63
Pizza Today - July 2020 - 64
Pizza Today - July 2020 - 65
Pizza Today - July 2020 - Expo Spotlight
Pizza Today - July 2020 - Cover3
Pizza Today - July 2020 - Cover4
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