To secure a bigger slice of the thriving pizza market, it is crucial for pizza marketing programs to target new residents with a robust and strategic New Mover Marketing campaign.
A Timeless Dinner Staple: Originating in Naples, Italy during the 17th century, pizza quickly became a popular choice for working-class Italians seeking a fast, on-the-go meal. In the 19th century, immigrants brought this delectable dish to American shores. While the birthplace of pizza in America remains debated, its widespread popularity is undeniable. Pizza has cemented its position as a Friday night staple in many households across the country, providing hard-working parents with a well-deserved break after a long work week.
Indulgence by the Numbers: According to Packaged Facts, the average American consumes 46 slices of pizza annually, making it a beloved culinary indulgence. Pepperoni and sausage consistently rank as the top two pizza toppings. In fact, pizza joints in the United States are projected to generate a staggering $65 billion in revenue this year alone.
Insights into Pizza Marketing: The COVID-19 pandemic has witnessed a surge in eateries offering delivery and curbside pickup, expanding customers' takeout options. To stay competitive, pizza restaurants must amplify their marketing efforts. Employing a combination of traditional advertising and innovative digital strategies through an omnichannel marketing approach will be instrumental in ensuring the continued success of your pizza joint. Here are some key marketing strategies to incorporate into your lineup.
New Mover Marketing: New Mover Marketing enables pizza establishments to reach out to potential customers who have recently relocated to the area. When people move to a new neighborhood or city, they start from scratch and need to establish new routines and connections. By specifically targeting new movers, pizza shops can introduce themselves to potential customers and entice them with attractive incentives to give their pizza a try. Satisfied new customers often refer their friends and family, thereby further expanding the business' reach.
Our Town America, with over 50 years of experience, has excelled in connecting new residents with local small businesses. Our personalized Welcome Package is carefully curated with proven offers designed to delight new movers and foster a loyal following for your restaurant. Once a new resident visits your eatery or places a delivery order, we send a heartfelt thank-you message accompanied by a second offer, ensuring your business stays top-of-mind. With our TruTrak® app, you can conveniently track your return on investment at the point of sale.
The owner of East of Chicago Pizza in Lima, Ohio, said that what he likes best about our program is the vast variety of new faces it brings into his business. Once a new face is brought in the door, he says they can keep their customers from there.
Harness the Power of Smartphones: With smartphones always within reach, they provide a reliable and effective means to connect with customers. Launching a mobile app simplifies the ordering process for customers, while push notifications serve as timely reminders that it's a perfect night for pizza. Implementing a text messaging campaign enables hassle-free communication with customers about new deals and menu items.
Digital Advertising: Expanding Reach and Driving Sales: In today's digital age, running targeted online advertisements is crucial for maximizing the reach of your pizza marketing efforts. With the ever-increasing use of smartphones and online platforms, digital ads offer an effective way to reach a vast audience of pizza enthusiasts across various online platforms, such as social media, search engines, and food-related websites. By strategically placing your ads, you can target specific demographics, interests, and geographical locations, ensuring that your message reaches the right people at the right time.
Cultivate Customer Loyalty: Given that approximately 43% of Americans enjoy pizza on a weekly basis, implementing a customer loyalty program is a savvy choice. These programs incentivize repeat visits by offering discounts and rewards.
Support local charities. Elevate your brand and establish your company as a local community member by supporting local charities. Giving back increases customer loyalty, improves employee retention, and the free publicity drives traffic to your eatery.
Learn More About Our Town America
Relying on new movers and developments in technology as part of your pizza marketing strategy will help your restaurant stay on top of the competition and provide hassle-free solutions to drive repeat traffic. Inquire now to learn more about Our Town America’s New Mover Marketing and direct mail initiatives.
Brittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations.
