Pizza Today - May2023 - 46

the pizzeria's public relations agent
brings infl uencers into the restaurant to
post social content.
" Th ere's no shortage of local people
highlighting who they are and where
they go, so we leverage that as an economical
marketing approach that feeds
into social media, " Mandell says.
Inviting user-generated content
- and supplying a branded hashtag
Pizzerias have long sought user-generated
content (UGC) - that is, diners
creating their own original content.
UGC provides external validation and
valuable social currency.
Th ese days, restaurants are increasingly
encouraging customers to share
photos and reviews of their visits on
their personal social channels. Yet
more, restaurants are supplying a
branded hashtag like #PizzaAtPappis
or #ADateWithPizzaboy to amplify
the UGC. Th e branded hashtag allows
restaurant leadership to track content
more easily, repost customers' photos
and videos and expand social proof.
" Th is can help build a sense of community
and loyalty around your brand, "
Luna says.
Favoring a cozy, homemade
aesthetic
As many consumers cringe at the
idea of being advertised to or sold on
something, authenticity matters. Rather
than sharing super polished content,
businesses are favoring unscripted
content on social media, such as videos
recorded from a point-of-view angle
or photos that appear unedited and
natural.
" If you are planning to use images as
ad creatives and want to give the images
that homemade and authentic look,
you can increase the exposure slightly
and brighten the shadows, " suggests
Arsh Sanwarwala, founder and CEO
of Th rillx, a full-service digital agency
based in Toronto. " After that, increase
the vibrance of the image until it looks
natural. "
Keeping it real
Alongside the homemade aesthetic,
Venone Public Relations founder Kelly
Richardson is seeing more independent
restaurants leaning into social media to
share the stories behind their restaurants,
from the motivations of founders
to the local farmers who supply
ingredients. Above all, Richardson says,
diners are attracted to stories and lively
original content.
As one example, Mattenga's Pizzeria,
a six-unit chain in San Antonio,
publishes a " Customer's Choice " segment
on social media every Th ursday.
Co-owner Hengam Stanfi eld says the
store selects interesting pizza combinations
from its POS, recreates the pies
and tastes the pizza on camera.
Speaking of " behind the scenes "
Restaurants are taking people behind
the scenes more often than ever on
social media. It's a shrewd marketing
move that appeases consumers' growing
appetite for content about the businesses
they frequent as well as food and
cooking.
Using short-form videos or Instagram
stories, forward-thinking pizzerias
like Mattenga's are pulling back the
curtain and providing fans a glimpse
into their kitchen, in particular. Pizzerias
can showcase everything from the
dough-making process to the preparation
to the plating.
" People want to see how their food is
made, " says Cari Garcia, a Miami-based
social media manager, food content
creator and food infl uencer.
Such behind-the-scenes content
shows the personality of the restaurant,
unlocks storytelling capabilities,
heightens feelings of community and,
perhaps most importantly, strengthens
trust with diners who want to frequent
clean, professional operations.
Getting on TikTok
Over the last fi ve years, TikTok has
surged in popularity, especially among
American teenagers. In its Teens, Social
Sammy Mandell
" As a restaurant
owner, you simply can't
discount the importance
of social media today, "
46 / P IZZATODAY.COM / MAY 2023
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Pizza Today - May2023

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