Pizza Today - February 2025 - 28

Small-market Success
Marketing for the Small-town Pizzeria BY ANNELISE KELLY
M
ost restaurant marketing
advice assumes you're in an
urban area. What about pizzerias
in small towns? Can
they succeed by the same
rules? Or is marketing a different
game when you're located in lowpopulation
rural or recreational areas?
We talked to three pizzeria owners,
all thriving in small markets, to fi nd out.
Rick Herman is CEO of Log Home
Wood Fired Pizza in McGregor, Minnesota,
population 350. He launched the
business with his wife Nancy in 2014.
Th ey off er counter service and whole
pies, with indoor seating and seasonal
outdoor seating.
28 / PIZZATODAY.COM / FEBRUARY 2025
Weather Grace Preston is co-owner
with her parents of Cross Eyed Cow
Pizza in Oro Grande, California, population
around 1,000. It's on old Route
66 between LA and Barstow. Th eir
model is counter service and whole pies,
along with a two-slice-and-a-drink
special. Th ere's plenty of indoor and
outdoor seating.
Joe Ledwidge and his wife Maria
founded Ranger Joe's Pizza in Kalispell,
Montana, population around 25,000.
Th eir business is primarily pickup and
delivery, with a few indoor and seasonal
outdoor seats. Th ey off er a slice bar from
11-2 weekdays, but focus on whole pies.
Here's their advice.
CUSTOMER RELATIONS
Our sources agree that focusing on
the customer is vital, especially in a
small town. " Get to know your customers
by name, know what they like to
order, " says Ledwidge. " Customers truly
appreciate this, to them it is huge. Show
them that you're happy they picked
you. " He trains staff to off er a friendly
greeting to everyone who enters the
shop and doesn't let anyone slide on
this. He believes it's important to
" resolve issues immediately - things
get around quick in a small town. "
Herman says " we focus a lot on our
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Pizza Today - February 2025

Table of Contents for the Digital Edition of Pizza Today - February 2025

Pizza Today - February 2025 - CT1
Pizza Today - February 2025 - CT2
Pizza Today - February 2025 - Cover1
Pizza Today - February 2025 - Cover2
Pizza Today - February 2025 - 3
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Pizza Today - February 2025 - Cover3
Pizza Today - February 2025 - Cover4
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