Pizza Today - October 2023 - 30

OPERATIONS
in 2015, shifted to takeout sales
and stayed open during the initial
pandemic shutdowns. When outdoor
dining resumed, the team installed
a tent on top of the nearby parking
structure and opened Lena's Oasis, a
pop-up tropical venue. There is also
a dog-friendly Lena's Beer Garden, a
small outdoor space.
Later, when restaurants were
allowed to reopen their dining
spaces, Lena's had to adapt again.
People had eaten pizza throughout
the pandemic, says operations director
Donna Shore, so when competing
restaurants reopened, customers
flocked to those other cuisines. " We
kept seeing these dips in our sales, "
she says. " We had to think on our
feet. "
The restaurant took over the
Hitting Walls or
Ceilings with Growth
By Nora Caley Photo by Josh Keown
Pizzeria operators can take steps to alleviate flat or declining sales
F
rom routine seasonal slumps
to a global pandemic, there are
many reasons for restaurant
sales to flatten or decrease occasionally.
Whether it's due to the initial excitement
of a grand opening wearing off, or
people simply ordering less pizza than
they once did, there are times when
revenues decrease. Pizzeria owners say
they have strategies for increasing sales
during temporary slumps, and they also
work to prevent hitting these walls or
30 / PIZZATODAY.COM / OCTOBER 2023
ceilings of growth.
In general, the COVID-19 crisis
inspired restaurant operators to
improve their delivery processes,
build takeout operations and boost
to-go sales. In later months, as protocols
changed, restaurants had to come up
with new ways to maintain or increase
sales.
Lena's Wood-Fired Pizza & Tap,
which opened in Alexandria, Virginia
second floor of its space and opened
The Loft at Lena's. The room
changes décor every few months to
offer customers a different immersive
experience. Over the winter the
space had a ski lodge theme, and
in spring there were flowers and
swings for Instagram posts. " The
camera eats first, " Shore says. The
social media exposure helped the
neighborhood eatery gain a regional
following.
Today the pop-up is closed but
the Loft, Beer Garden and original
Pizza & Tap maintain sales momentum
by offering meals and experiences.
Lena's offers wine events such
as $175 classes that include a four or
five course meal, history, trivia and
information on how to pair wines
with pizza and Italian foods. The
two-and-a-half hour classes sell out
quickly. " It keeps us fresh, " Shore
says. " It keeps people coming in
wanting a piece of the whole Lena's
experience. "
Lena's, which is named after owner
Jason Yates' mother, also expanded
its private events offerings. Lena's
added new pizzas to the menu,
such as jambalaya pizza and Korean
barbecue pizza, and a feta and hot
honey appetizer that is heated in the

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Pizza Today - October 2023

Table of Contents for the Digital Edition of Pizza Today - October 2023

Pizza Today - October 2023 - CT1
Pizza Today - October 2023 - CT2
Pizza Today - October 2023 - Cover1
Pizza Today - October 2023 - Cover2
Pizza Today - October 2023 - 3
Pizza Today - October 2023 - 4
Pizza Today - October 2023 - 5
Pizza Today - October 2023 - 6
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Pizza Today - October 2023 - 57
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Pizza Today - October 2023 - Cover3
Pizza Today - October 2023 - Cover4
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