Pizza Today - April 2024 - 41
and capture results, but not too long that
the initiative fades into the background
as routine business.
And while a pizzeria can roll out a
special initiative at any point during the
calendar year, a little strategy can maximize
impact. Piece, for instance, rolls
out its Slice to Meet You effort over the
year's opening three months, historically
the year's slowest quarter for Piece's bottom
line and PAWS's fundraising.
#3: Spread the word.
When Callen McDonnell and his
family visited Genova Pizza last spring
to see the pizza boxes, the pizzeria
shared photos of the family's visit on
social media, which elevated awareness
of the effort.
" Without community support, this
wouldn't have taken off the way it did, "
Doukali says.
It's vital the restaurant (and its
partner) actively promote the initiative.
Invite local media and influencers to visit
and post regularly on social channels to
drum up interest.
" It's important to provide concise and
consistent communications throughout
the campaign, " says Jacobs, who builds
a library of ready-made social content
by capturing photos and videos of the
pizza-creation process with each celebrity
chef.
#4: Plan ahead.
A half-baked effort will do little good
for the pizzeria or its beneficiary, so get
the necessities in hand before launch.
Ready print marketing collateral,
including in-store signage and table
tents, and any special ingredients
required to make the LTO pies well in
advance. Before Genova Pizza introduced
its Super Cal pizza box, Doukali
researched custom box vendors and
secured a high-quality box for the
32-slice Grandma pizza.
In addition, Jacobs urges operators to
run the numbers and charge an
appropriate price for the special pizzas to
ensure beneficial results.
" Be aware of your costs so you can
make it work, " Jacobs advises.
#5: Amplify the impact.
A cause-related initiative does not
have to stop at the pizza sale, as eateries
can drive additional impact.
Genova's effort to benefit the McDonnell
family, for instance, included selling
Super Cal t-shirts and sharing a link
to the McDonnell's GoFundMe page
on every pizza box. Moving forward,
Doukali sees an opportunity to improve
messaging and propel impact, perhaps by
including a QR code on boxes linking to
a personal video or call to action.
" As we go through this process, we
certainly see ways to refine it, " he says.
DANIEL P. SMITH Chicago-based writer
has covered business issues and best
practices for a variety of trade publications,
newspapers, and magazines.
http://www.mfgtray.com
Pizza Today - April 2024
Table of Contents for the Digital Edition of Pizza Today - April 2024
Pizza Today - April 2024 - CT1
Pizza Today - April 2024 - CT2
Pizza Today - April 2024 - Cover1
Pizza Today - April 2024 - Cover2
Pizza Today - April 2024 - 3
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Pizza Today - April 2024 - 5
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