Canadian Pizza Magazine

Traditional and online media work for pizza places

By Canadian Pizza   

Features Business and Operations Marketing

October 28, 2009, Westerville, OH – Two new Ad-ology Research studies show that traditional media influenced more than 30 per cent of recently surveyed pizza consumers, while online media, such as restaurant web sites, also had a significant impact.

“Media Influence on Consumer Choice: Restaurants” and “Media Influence on Consumer Choice: Pizza Delivery” looked at consumers’ use of traditional and social media and how it guided where they decided to dine. Of traditional media types, direct mail had the most impact on pizza ordering/delivery, with nearly 28 per cent of consumers overall and more than 36 per cent of 35 to 44 year olds influenced by direct mail.
Online media influenced 40 per cent of recent restaurant visitors, with restaurant web sites having the most impact.
“People are still eating out and ordering out, but want to make sure they’re spending their money wisely,” said C. Lee Smith, president and CEO of Ad-ology Research. “Restaurant web sites can really drive traffic by providing menus and prices, plus details like hours and location, so consumers feel like they have all the information they need,” Smith said.

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