Pizza Today - July 2020 - 14

MAN ON THE STREET

SCOT T WIENER

streams. His wife and kids get involved,
which makes it even more fun for families.
By changing the kit every week, Mike has
converted a one-time sale into a weekly
customer.
In the UK, Pizza Pilgrims found such
incredible success with their Pizza in the
Post program that they're planning to
continue it even after their shops reopen
for regular service. According to
co-founder James Elliot, they've sold
20,000 kits in the first six weeks of
lockdown. That's gold because it brings
in revenue without taking up any space
in the dining room. Everybody's going
to be looking for a solution like that as
restaurants begin to reopen with restricted
capacity. Beyond the direct financial benefit of selling pizza kits, Pilgrims also gets
loads of free social media exposure from
all the customers who post their pizzamaking successes (and failures).
But not all the kits are perfect. When I
bought my mom a pizza kit from her local
shop for Mother's Day, I was appalled
when I saw the 20-ounce dough ball they
sent her. Unless someone's going to make
which you can take credit for success but a Sicilian pizza, that's way too large for
home use. Even worse, they just threw the
carry no blame for failure. Nobody posts
photos of their pizza kit disaster with the dough into a pizza box with no protective
packaging so it arrived dried out and miscaption "Luigi's pizza really stinks," they
shapen. PLEASE DON'T DO THAT!
say, "I really botched Luigi's pizza, but
we had a great time doing it and we'll go The Pizza Pilgrims kit is beautifully
designed to fit snugly into a pizza box and
back there as soon as we can!"
The pizzerias with the most successful comes with instructions for baking the
kits don't end their involvement when the pizza in a frying pan. I love this because it
(correctly) assumes that customers won't
kit leaves their shop. Tony Boloney's in
New Jersey offers an entire program based have any pizza-making equipment at
home. They've also scaled their portions
on their weekly pizza kit. Owner Mike
down to compensate for domestic use and
Hauke develops a unique recipe every
stored them in compostable containers.
week using the same basic ingredients,
The meal kit industry hit $5 billion
delivers kits on the weekend, then hosts
in gross revenue last year and is trenda free tutorial session on Instagram that
Sunday. This helps his customers use their ing even harder during the coronavirus
lockdown. Pizza kits can be an effective
kits while marketing to anyone else who
way to ride that trend in order to promote
tunes in for his incredibly entertaining
your brand while delivering happiness to
lessons. Mike regularly sees hundreds,
your customers. ■
if not thousands, of viewers on his live

Selling an Experience During
Lockdown with Pizza Kits

O

f all the ideas to come out
of the COVID-19 madness,
my favorite by far has been
the home pizza-making kit. With such
severe restrictions on restaurant service, it's become a powerful solution for
staying connected to customers. Maybe
you think it's not worth your time to sell
raw ingredients to customers who might
otherwise purchase your finished pizza
but the concept of selling pizza-making
kits is more than just a means of feeding
the stomach.
When your customer purchases a
pizza-making kit they're not just picking up dinner, they're scheduling a family
activity. I've heard operators say they
won't even entertain the idea in fear of
losing control over their food, but pizza
kits aren't your food at all. When you sell
a pizza kit, you're selling an experience in

SCOTT WIENER is the founder of Scott's Pizza Tours in New York City and SliceOutHunger.org Instagram: @scottspizzatours

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

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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