Pizza Today_February 23 - 59

thing where everybody benefits. " These
campaigns can include limited-time
menu items that trigger your donation
with purchase, messages printed on the
box in support of the organization, and
more. Such partnerships are newsworthy
and might get you some press.
Local Coordinated Promotions
In Portland, Oregon, a local weekly
newspaper has been organizing Pizza
Week for six years. " It's a week-long
pizza celebration where participating
pizza places sell a special slice just for
Pizza Week, " says Rob Thompson, publisher
of the Portland Mercury. " Slices
for $3 and/or whole pies for $20 - this
is a considerable discount in Portland. "
The discount applies to a single pie at
each pizzeria, specially composed for
the event and promoted via a website
complete with descriptions, images,
maps and hours. Some of the " truly creative
combinations " over the years have
been spins on the Reuben sandwich
(corned beef, kraut and Russian dressing);
tacos (carnitas, raw diced onions,
cilantro, and a wedge of lime), gyros,
barbecue and so much more. Dozens
of pizza spots participate each year and
" Pizza Week is by far the busiest week
of the year for most participants, " says
Thompson. " Not only do participating
businesses initially benefit financially
but the marketing efforts the Mercury
puts forth bring in many new customers
that return throughout the year. "
With huge community participation, it
also generates a ton of Instagram traffic
(#portlandpizzaweek).
Highlight Your Local Purveyors
If you've got a farm-to-table thing
going, partner with your purveyors
for mutually beneficial promotions.
Perhaps you can team up for a cooking
demonstration at the farmers market or
on a local morning TV program; crosspromote
each other; serve a special dinner
on the farm; or have a mini petting
zoo during baby goat season.
Gift Pizza to Your Community
Acknowledge local heroes like first
responders, medical personnel, teachers
and retirement homes. Pick a hero of
the month and deliver a stack of pizzas
for them, make sure you get some pictures
for social media, and maybe even
some actual local media coverage from
local TV or newspapers.
Tap Takeover or Pint Night
If craft beer is on the menu, use it
to lure customers in. Invite a different
brewery to take over the taps one
night each week and share samples and
limited-edition kegs with your diners.
Offer happy hour beer prices all day on
Tuesdays or during televised games.
Promote Selfies and Social Media
Set up a selfie wall and make it
irresistible to those picture-posting
kids. Make sure your hashtag is posted
so they can share it and tag you. Offer
a free pizza prize every week or month
to someone who has tagged and shared
pix of your product.
Get Customers Involved
Invite your guests to submit their
dream pizza topping combo. Take a poll
on social media and serve the winning
combo for a week or a month, named
after the inventor. Offer coloring pages
to kids and post their artwork on social
media or on the wall. Take submissions
from local artists or kids for the artwork
on your boxes, bags or cups. Hang
local artwork on the walls and throw an
opening party for the artist.
Launch a Retail Element
At Fiore Pizzeria & Bakery in Forest
Park, Illinois, they offer high-quality
ingredients in their retail Mercado de
Fiore. " I've cultivated a nice inventory
of imported, mostly Italian ingredients, "
says Regional Chef Jonathan Court.
" I really focused on finding stuff that
you can't find anywhere else - really
high-quality olive oils, marinated vegetables,
honeys, to kind of promote and
showcase what we're all about. " This is a
great way to elevate your image if you're
going for a gourmet audience.
Offer Classes and Events
Offer classes for adults, date nights,
FEBRUARY 2023 / PIZZATODAY.COM / 59
scout troops, parents and kids. Teach
them how to stretch out dough and
craft a fantastic pizza. Fiore Pizzeria &
Bakery offers an evening class making
limoncello. For the holidays, they invite
kids in to decorate cookies as part of a
one-day Holiday Market Celebration,
along with face painting plus wine and
food sampling for mom and dad.
Optimize Your Swag
Make the most of your branded
t-shirts, can cozies, hats, stickers or
temporary tattoos by making it a contest.
Everyone who posts a picture of
themselves advertising your pizzeria out
in public is entered into a drawing for a
pizza or more swag.
Cross-Market with Neighboring
Businesses
Forge ties with other local businesses.
Offer a coupon to the taco place or
ice cream parlor up the street to your
customers, and they can do the same
for you. Everyone benefits when there's
more traffic and commerce.
Specialized Combo Orders
Pizza is the most shareable food out
there, so capitalize on it! Make some
combo orders that appeal to assorted
group sizes and consider some specialty
packages for events such as finals week,
sports events and local festivities.
Enlist the Pros
Need some help? If you don't have a
PR partner, you might want one. " Good
ones can be an incredible resource for
you that can help you shape your message
and tell your story in a way that
can resonate deeply with your audience, "
says Biro. They'll also help you
set up interviews, secure media for you,
provide talking points, and capitalize on
the relationships they've built with local
and national media.
ANNELISE KELLY is a Portland, Oregonbased
freelance writer.
http://www.PIZZATODAY.COM
Pizza Today_February 23

Table of Contents for the Digital Edition of Pizza Today_February 23
