Cover story
Converting customers to fans
A customer buys your pizza. A fan tells people about it, forgives you for a late Friday and orders again without a coupon. Here is how a shop moves people from one to the other.
· 7 min
Editor at large
Marla Penhallow
Marla ran marketing for a forty store delivery chain before she started writing about it. She still thinks the best campaign she ever ran was a hand written note in a pizza box.
4 stories
Cover story
Strategy
Plan Thanksgiving week before Halloween
The night before Thanksgiving is one of the biggest pizza nights of the year, and the gift card season starts the day after. By November it is too late to plan either.
· 3 min
Strategy
Discounting forward: give the coupon for next time, not this time
A discount on today's order lowers today's price. A discount handed over with today's order buys a second visit. Same money, very different result.
· 3 min
Strategy
The slow Tuesday is a marketing problem, not a kitchen problem
Shops cut staff on quiet nights and wait for the weekend. A better answer is to decide who should be ordering on a Tuesday and ask them.
· 3 min