Pizzeria marketing: Six ways to increase your pizzeria’s visibility

The summer holidays can bring many tourists to your city or community and get many more local customers onto the streets in your neighbourhood. There are usually several events and summer activities where people will be looking for quick-service meals while attending the events, or on their way to or from them. 

The perfect sale is getting these customers to buy an entire pizza or a quick pizza slice. Then there will also be more potential customers looking to enjoy a leisurely dinner after a great day out. Summer yields a wide variety of colourful and tasty fruits and vegetables, often locally sourced, that can be incorporated into your pizzas, and summer activities like picnics and barbecues will bring additional revenue for your pizzeria. Be sure to capitalize on all the opportunities that summer presents for your business. 

Here are eight easy steps to improve your pizza business this summer.

1. Be a welcoming place 

The national summer holidays include their share of picnics, parades and other fanfare. Summer is full of fantastic holidays and celebrations, from Father’s Day to Pride celebration to Canada Day in July. Partner with LGBTQ + influencers in your community to showcase your pizzeria as a welcoming celebration place. What better way to celebrate than with delicious fresh pizzas that the whole family can enjoy? 

2. Spruce up your window displays and banners

Having a well-organized and clean counter, exciting displays and colourful banners in your pizzeria is as crucial as the pizzas you are selling. Counters and displays have the potential to showcase the appeal of your food products and draw in customers to make that final purchase. Make them interesting and appealing and use them as an opportunity to let your pizzeria’s products and personality shine. Draw customers to your restaurant by creating beautiful, unique window displays using colourful and fresh props.

3. Make it easy for customers

Many customers eat with their eyes. Showcase your pizza products in an artful way to enhance your sales. The best way to attract attention to your store is to display your fresh produce behind glass displays and in your front windows. Summer-inspired desserts like fruit pizzas can be a hit with customers. Offer convenience by pre-packaging fresh fruit pizzas for desserts at your register. Show off your pizzas for summer holidays and occasions such as picnics and barbecues. Encourage bulk sales by offering a one-stop solution for summer parties and events. Put pizza, soft drinks and dessert with disposable plates, utensils and a plastic tablecloth into a big carry-out box for customers on the go. With plenty of tourists, summer family gatherings and parties, it’s an excellent time to promote your business, boost sales and generate interest.

4. Add seasonal LTOs 

One of the most effective ways to boost pizzeria sales and keep customers engaged is by offering seasonal and limited-time products, or LTOs. Create pizzas that highlight fresh summer vegetables at the peak of their season. Add fresh, seasonal vegetables like summer squash, corn, juicy cherry tomatoes, quick-cooking zucchini ribbons and red onions to your menu. You could also offer lighter, fresher sauces like pesto or a tomato-basil sauce. Your ultimate summer pizza could have it all: a crunchy whole-wheat crust, loads of colourful veggies, melty cheese and fragrant fresh herbs and garlic. Don’t forget to make a special pizza tailored to dads on Father’s Day. Make sure your logo is featured prominently on all your packaging to increase brand awareness.

4. Review your summer menu

Sometimes, to attract attention, you have to tempt customers. If you have had a consistent menu for a long time, it may be time for a refresh. Take a good look at your menu so you can order supplies accordingly over the summer. Review your previous year’s orders to know what sells best on your menu and what doesn’t sell well. 

Consumers are becoming more and more interested in healthier options. With food allergies on the rise and many people pursuing alternative diets, it may be a good time to expand your menu to reach a broader audience. You could start with a few low-calorie options and some gluten-free, vegetarian and vegan items. You should also offer mini pizza versions and many pizza shapes. Smaller pizzas allow your customers to try more things and have fun. You could entice newer, health-conscious customers into your pizzeria by offering healthier products. Consider offering a wide variety of options, such as low-carb, high-protein and all-natural ingredients. With just a few simple seasonal tweaks to your menu, you can make more money all summer long.

5. Add name tags for all your employees

Adding name tags for all your employees can significantly enhance professionalism, improve customer service and boost your pizzeria’s recognition. Name tags, especially those incorporating your pizzeria logo, create a professional image and strengthen brand visibility. Name tags will provide a simple way for your employees to be easily identified and make introductions smoother. They can also contribute to a more welcoming and friendly work environment. Name tags will allow your employees to quickly identify each other, fostering a sense of community and improving internal communication. Seeing their names displayed on a name tag can boost an employee’s confidence and make them feel valued.

6. Embrace the great outdoors

Having an outdoor space has been key and saved some businesses in the past few years, so if you have an outdoor space, use it, especially for tourist season. Outdoor eating is a major draw for guests when the weather warms up. If you have space, set up a few tables outside your restaurant so customers can enjoy a cup of coffee and some sweet treats in the morning, or a cold beverage and a slice of pizza in the afternoon. By making your storefront patio cozy and inviting, you will attract interest from people walking by who may not have noticed your restaurant in the past. Try to create a welcoming and comfortable outdoor space with sophisticated furniture, shade umbrellas, and proper lighting. Providing outdoor dining not only allows you to serve more customers, but it can also attract other customers to your pizzeria.

7. Sustain strong relationships within your community

Developing strong interpersonal relationships with customers and colleagues is crucial to any successful business. Team up with local businesses to amplify your pizzeria’s presence and attract a broader audience. Consider partnering with nearby attractions, bakery stores, hotels or event organizers and cross-promoting one another’s offerings. Building a pizzeria community is essential for fostering positive and long-lasting relationships with your guests, building loyalty, encouraging repeat visits and attracting new customers through word-of-mouth.

8. Use social media to promote specials and deals

Use social media to showcase your most beautiful pizzas, daily specials and community events. Start by creating engaging profiles on Instagram, Facebook and TikTok. Post high-quality photos of your pizzas, showcase seasonal treats, and share customer stories. Ask guests to tag you in their posts or create a fun hashtag. Your customers will happily help market your pizzeria to their followers and friends – for free!

Diane Chiasson, FCSI, president of Chiasson Consultants Inc., has been helping foodservice, hospitality, and retail operators increase sales for more than 35 years by providing innovative and revenue-increasing foodservice and retail merchandising programs, interior design, branding, menu engineering, marketing and promotional campaigns. Contact her at 416-926-1338, send her an email at chiasson@chiassonconsultants.com or visit chiassonconsultants.com.