Pizza Today - February 2025 - 29

marketing. "
Log Home Wood Fired Pizza
advertises weekly in the food section of
the local paper, " so anytime we have a
new promotion or a new item, they're
here taking pictures blowing it up for
us, " and tasting it, too. Herman observes
that local outlets are hungry for anything
new to print, so it's easy to be part
of the news.
Log Home's tagline is " Artisan Pizza
of the Northwoods. " Their menu reflects
this identity. You'll find pizzas named
Lumberjack, Smokehouse, Hunter and
Evergreen on their menu. They serve a
giant pretzel called Sasquatch. It's all
part of maintaining a strong brand that
identifies closely with their location.
Social media is essential. Herman's
wife Nancy is a marketing professional
and handles their social media marketing.
" We focus on what message we
want to get out. Our colors and graphics
are always the same, and that makes
a huge difference. " Their number of
Facebook followers is well over 10 times
the local population.
Ledwidge says it's important to
Left: Miguels Pizza in Stanton, KY
Right: Park Street Pizza in Sugarcreek, OH
customers because we know most of them
when they walk in the door. Being in a
small town, it makes a huge difference. "
Ledwidge points out that " if you
are the face of the brand, people often
look at you as a celebrity figure. Don't
disappoint them. Customers really love
hearing directly from the owner. Be
present as an owner, let them see who
brings them their favorite pizza through
the work of your amazing staff. "
SMALL-TOWN NEWSPAPERS still
play a vital role in their communities.
All of our sources emphasized the value
of the local newspaper. " I know paper
is kind of a dying thing, " says Preston,
" but it's still a primary source to learn
about things to do in small towns. We
can pay money for all these different
advertising experiences, but your local
paper and word of mouth are gonna
be your best bet. Word of mouth and
knowing your base, your customer,
your community is the gold mine for
" respond in person to any social media
comments or questions. Don't let too
much time pass by. It dulls the impact
of your response. " He urges operators
to set up alerts from review sites so
you are notified immediately if there's
a negative review and you can " jump
in to figure out a resolution with the
customer right away. "
AUTHENTICITY
" Be yourself, " advises Ledwidge.
" Customers love authenticity. This
is critically important if you are the
face of the brand. Show people who
you are and why you love doing what
you're doing. Your passion will become
contagious. "
" Get your story out there, " urges
Preston. Everyone wants to hear your
story. Don't let other people write that
story for you - only you can tell your
story. " She says, " we're a creative family "
and it's reflected by the décor. Their
barn-like structure is topped with an
airplane wing and chock full of funky,
creative stuff. " We've got local art all
over the walls. We've got murals outside.
There are photo opportunities
everywhere. We're just trying to
improve the customer's experience every
time. "
COMMUNITY MEANS EVERYTHING
IN A SMALL TOWN. Every source
emphasizes the importance of collaborating
and contributing.
Log Home procures its Sasquatch
pretzel from a nearby bakery in Duluth,
and partners with other local small
businesses to use their products. As a
small business in a tiny town, they've
had to coordinate with other businesses
including the grocery store to source
ingredients. Herman is a very active
member of the local chamber of commerce.
He personally plays Santa at the
pizzeria's " cookies with Santa " event.
As a former educator, he's launched a
program that rewards kids with pizza
for reading at home, and he's also established
a scholarship.
Preston's pizzeria hosts the annual
Oro Grande Round Up, and a huge
car show every April. " We have street
vendors, a DJ, a band, we do t-shirts
and trophies. There's free games and
face painting for the kids and all the
proceeds that we make from that event,
we try to put back into the community. "
As a business owner in a small town,
" you have the ability to know the community
on a more intimate level, " says
Ledwidge. " Give to the community
whenever possible, " with gift cards, pizzas
and your time, such as cooking classes.
" Support local charities, schools and
organizations. Participate in community
events, non-profit events and even forprofit
events. You will get the benefit of
helping others and free marketing at the
same time. It's also important to support
and promote other businesses. They are
part of the community that is your bread
and butter. "
While operating a pizzeria in a small
town may have unique challenges, it
can be rich with rewards. Our sources
have found success and satisfaction by
become part of the fabric of their
communities, a pie at a time.
ANNELISE KELLY is a Portland,
Oregon-based freelance writer.
FEBRUARY 2025 / PIZZATODAY.COM / 29
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