Brian of Pizzaspotz
Written by Shawn Randazzo
Whether you’re opening a new pizzeria or restaurant or want to earn greater publicity (and sales) for your existing operation, a solid public relations strategy can be an effective and cost-efficient way to promote your business. Still, many pizzerias fail to see the value of PR; in doing so, they effectively lose business and profits. Having consulted numerous pizzerias in addition to owning Detroit Style Pizza Co. has taught me that working the PR angle is a powerful way to keep customers coming through your door. Here are five PR tips you can use to gain more exposure for your pizzeria or restaurant.
1. Send Press Releases
A well-crafted press release piques interest and generates media follow-ups. Distributing regular press releases to target media sources has resulted in outstanding media coverage for Detroit Style Pizza Co. We’ve been interviewed for television spots, featured on web news outlets, and covered by major industry publications. Third-party media endorsements are pure gold.
Unless you’re a talented writer who understands what editors are looking for, it’s a good idea to hire a professional press release writer. You should also consider professional distribution. We use PRWeb, which sends our press releases to a targeted media list for an increased chance of media inquiries and publication. Moreover, plan to distribute a couple of press releases each month. Repetition helps establish credibility.
That being said, don’t distribute a press release that isn’t newsworthy. Grand openings, special promotions, interesting facts about your company and your recipes, staff additions, and sales milestones are all newsworthy press release topics.
2. Be Visible In Your Community
One of the best long-term PR strategies is to invest your pizzeria or restaurant into your community. Join business networks, such as the local Chamber of Commerce. Volunteer your time, staff, and food for charity fundraising events, such as Tastes of the Town. Set up booths at local festivals and other events. Be active in your church and civic organizations. Take part in your children’s PTO, Girl Scout, tee ball, and other activities.
The greater a role you play in your community, the more visible your pizzeria or restaurant will be – and the more people will want to be your customers.
3. Host Events
Every time we’ve opened a new location, we’ve hosted a Grand Opening event. We give away free samples, have a bounce house for the kids, give away prizes and branded merchandise, and feature a visit from a professional sports team mascot. Everyone who attends is encouraged to sign up for our VIP Club – they get great deals, and we get permission to market to them.
You don’t have to open a new location to host an event, however. Trick Or Treat, sidewalk sales, festivals, holidays, company milestone celebrations, or “just because” are all good opportunities to host a special event. You might simply host a customer appreciation day, and invite the public to enjoy free samples. Your show of goodwill will not go unnoticed, and you’ll introduce dozens or even hundreds of potential new customers to your pizzeria or restaurant.
4. Give Tours
Offer tours of your pizzeria to organizations to introduce them to what is unique and special about your pizzeria or restaurant. We often host Cub Scouts, Girl Scouts, and elementary school classes in which we give them a tour of our pizzeria, let them make their own pizza, then host a pizza party in which they get to eat their handmade pizzas.
Kids and adults alike have a great time, and we get to take photos that we can use for another PR opportunity. Newspaper editors and bloggers who cover your city are always on the lookout for photos they can publish; in addition, your Facebook and other social media platform fans will respond better to photos than text.
You don’t have to limit tours to kids, either; business groups and civic education programs also routinely tour local businesses.
5. Hold Fun Promotions
Almost every pizzeria and restaurant holds special offers and distributes coupons, but not all of them make promotions fun and engaging for customers. At Detroit Style Pizza Co., we’ve enjoyed success by giving promotions fun spins that encourage our customers to interact. This summer, for example, we’re going to hide $50 gift cards near Detroit landmarks and post photo clues to the gift cards’ locations on Facebook. Whoever finds the gift card first can redeem it at any of our three Metro Detroit locations.
PR isn’t simply about getting exposure, it’s about being an active member of the public – relating to the public, in other words. The result of an excellent public relations strategy is word of mouth advertising, the best type of marketing there is. Develop your own PR strategy with these tips in mind, and you’ll enjoy greater business success for your pizzeria or restaurant.
We hope you’ve enjoyed these 5 PR tips for pizzerias and restaurants. Please feel free to browse our other articles here on PizzaSpotz.com.
Shawn Randazzo is president of Detroit Style Pizza Co. and won the title of World Champion Pizza Maker at the 2012 International Pizza Expo. Shawn consults pizzerias to help them start and operate their own successful businesses. His mission is to make sure everyone gets a taste of Detroit Style Pizza.
.
.