Canadian Pizza Magazine

Five ways to bring in extra revenue: Making dough with Diane

Diane Chiasson   

Features Business and Operations Marketing chiasson consultants diane chiasson making dough with diane pizzeria pizzeria marketing

If you want to increase your pizzeria sales, try the following quick techniques.

The first step in making a profit is deciding which products to sell. A pizzeria should have a signature item but should also think about adding products on a regular basis to boost sales. Analyzing competitors in your area to find out what they offer, and taking notes on their pricing and marketing techniques will uncover new revenue streams.

With the growing health movement, it’s important to offer healthy options to your customers. You should try to carve out a niche for yourself that isn’t currently being served such as low-fat, low-sugar, gluten-free, organic, vegan and any other dietary solutions. It will provide great sales opportunities for your operation. You may also consider offering all-natural, high-protein and low-carb alternatives. Some pizzerias promote pizza for their diabetic customers by offering thin-crust pizza topped with lots of vegetables rather than high-fat meats and extra cheese.

Try offering fresh juices, delicious, light salads, soups, wraps and sandwiches, as well as specialty coffees at lunchtime.


When you are offering natural, vegan or artisanal products, and using some exotic ingredients, it’s only natural that you raise your menu prices and price your pizza properly. These two methods will certainly impact and increase your profits. If you don’t know if you should raise your prices, look at what your competitors are doing! You don’t need a reason or justification to raise your prices: just do it, and do it just a little at a time. Most operators are terrified to do this, but it’s a very simple thing to do. Don’t increase the price too much at a time: it will annoy your customers and drive them away. When you gradually raise your prices, by a few cents at a time, your customers will not notice it.

Encourage your customers to spend more by selling them combo package deals or by bundling your products and services to increase your average sales price.

There is always room to increase sales at a pizzeria, whether it’s by getting customers to buy more when they visit or by encouraging existing customers to come in more often. Did you know that you can easily generate an extra $6,000 to $34,000 per year, just by upselling? You should always try to raise your average cheque by five to 10 per cent through upselling. On the phone or on site, train your staff for the popular add-on sales phrase, “Do you want a cold drink with that?” An extra salad, wings, sandwich or coffee will make a difference in your cash flow.

Your staff should point out the better deals and offer the largest pizza size possible. Train them to point out your best-selling items. They should be able to describe each item on your menu as a way to help your customers decide about trying one or more options. Identify your top-performing salespeople and have them teach and mentor other members of your team.

Selling something you are known for as a branded product will inevitably generate a secondary revenue stream. In addition to your pizza items, you may consider having a whole selection of by-the-bag coffee beans as well as adding some cups, travel mugs, t-shirts, picnic boxes, packages of cookies and gift certificates.

Branch out to promoting local special events such as birthday parties and anniversaries. Nurture relationships with your local restaurants, gourmet grocery stores and catering companies as they may outsource their pizza options and would welcome this new business opportunity.

Text messages are more often opened than emails, and that’s why text messages are a great way to reach your potential market. For great pizza marketing loyalty programs, try sending directly to your customers’ phones some special offers, coupons, and social media posts. It will increase visibility and revenue and help you attract new customers to your shop.

Your customers today all use different social media platforms, so be on more than one. Consider Facebook, Twitter, SnapChat, WhatsApp, Instagram and Pinterest: they all provide a great way to engage with customers and stay top of mind.

Don’t dwell on the negative. Roll up your sleeves and get your customers to buy more when they visit your operation. Make yourself stand out from the competition, attract new customers and keep your existing customers coming back.

Diane Chiasson, FCSI, president of Chiasson Consultants Inc., has been helping foodservice, hospitality and retail operators increase sales for over 30 years by providing innovative and revenue-increasing food service and retail merchandising programs, branding, marketing and promotional campaigns. Contact her at 416-926-1338, toll-free at 1-888-926-6655 or, or visit

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