Pizza Today - June 2024 - 26

OPERATIONS
Photo Josh Keown/Emerald
Sizzling Signage
A slice of success for pizzeria exteriors
F
olks in the business say,
" signage is your handshake
with the public, which is
true in a lot of ways " says John Yarger,
president and CEO of North American
Signs in South Bend, Indiana. Exterior
signage tells the world who you are and
where you are.
Randy Rice, owner of Signs Now in
Mundelein, Illinois, advises pizzeria
operators to " approach signage almost
like it's another employee. It's out
there, it's always advertising, it's letting
people know that you are open and in
business. "
Signage matters, as these statistics
from the Sign Research Foundation
indicate:
* 54 percent of American consumers
have failed to find a business because
the sign was too small or unclear.
* 60 percent of businesses reported
average sales increases of 10 percent or
26 / PIZZATODAY.COM / JUNE 2024
By Annelise Kelly
more by adding or updating their signs.
* Lower-performing stores benefitted
the most from changes to signage, such
as the addition of a sign to a building
that previously didn't have one.
* Just one additional sign yielded
sales increases of 4.75 percent, an
impact greater than that brought on by
a larger building, longer hours of operation
or location longevity.
* Modifying signs led to a 5 percent
weekly sales increase for many stores;
underperforming stores saw weekly
sales increase by 15 percent.
Your exterior signs serve many roles,
says Yarger. They index your location in
the minds of the public; they establish
the identity of your restaurant, whether
high-end or family style; they're an image
and brand-reinforcement
opportunity.
Here's expert advice about best
practices.
Partner with your sign purveyor
You can expect much more from
your sign vendor than simply making
and installing signs. Most sign vendors
offer in-depth service to ensure your
signage success.
" Sign companies are experts in every
facet of signage, from the graphic
design (and many sign companies have
designers on staff) to the materials.
They can assess the specific location
and recommend the best type of sign.
They can design, fabricate, install and
maintain it for years to come. And they
can help secure the permits needed
to get the sign installed, " says Alicia
Auerswald, senior vice president of the
International Sign Association.
" We want to understand what you
need, what you want to accomplish, and
we want to be a part of your process,
part of your success, " says Rice.
Yarger points out that " most sign

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Pizza Today - June 2024

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Pizza Today - June 2024 - Cover1
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