Pizzerias Increase Sales with Direct Mail


Looking for a bigger slice of the revenue pie for your pizza restaurant?  We can help.

A successful pizza restaurant is all about being number one in the minds of your customers, while continuing to attract new prospects.  Great food and excellent customer service are key, but creative ads and marketing efforts are a must to drive more sales.

Pizza as the fastest growing segment of fast-casual dining (Business Insider, 2017) with 93% of Americans eating pizza every month!  Your “regulars” play an important role in your success, but your restaurant will generate more sales by also reaching out to potential new customers with your advertising messages.

Direct Mail allows your pizzeria to put your advertising right into the hands (and minds) of your prospects and customers.

As the statistics shared earlier show, almost every household in your marketing area will consider eating out at some point in time and its a safe bet that many are also asked by friends and family for recommendations on a regular basis.  It makes perfect marketing sense to connect with all of these prospects, with recurring frequency, and remind them of your terrific pizza.

Direct mail is a highly flexible and affordable tool in any pizza restaurant’s marketing arsenal. Tangible and eye-catching, a well-designed shared mail piece promotes brand awareness and boosts your credibility with both your customers and prospects.

Here’s How

Successful pizza restaurants are using direct mail to create awareness, attract a loyal following, and keep bringing people in to their establishment.  In 2017 sales were estimated at over $45 billion which means that at least half of the work needed to market your business has already been done!  You don’t need to convince people that they should go out for pizza you just need to convince them your restaurant is where they want to go.  Direct mail is a tool that has proven to make that happen.

A southern Maine pizza store participated in our Shared Mail program for the first time during a typically slow period in early December.  After the mailing dropped, the location set record sales for one weekend. As compared to other marketing in their arsenal, shared mail by far provided them the best response. And their comment cards repeatedly said that customers wanted to see coupons on a regular basis.

By mailing multiple types of direct mail pieces throughout the year, your marketing will never get stale.  Use a combination of postcards, single sheets, and multipage flyers to:

  • Offer coupons to encourage new and repeat business (Limited time coupons create urgency, encourage visits, and are very easy to track)
  • Share your menu and mouthwatering images of your food
  • Feature your weekly specials or changes to an existing menu
  • Highlight your events, accolades, and community service involvement
  • Promote additional services you provide (take-out, delivery, party platters, etc.)
  • Feature information about what makes your pizza unique
  • Remind everyone of your location, hours, and contact information

Remember not to measure the success of your shared mail campaign by simply a clients’ first order, but to consider the amount of future business that will be generated when they become a loyal customer. Oh, and don’t forget about the referrals of family and friends they may send!  Looking for more marketing ideas for your pizza restaurant?  Read this article:  https://thedigitalrestaurant.com/pizza-marketing-ideas/

Shared Mail works because it is a preferred method for receiving marketing from local businesses.

It offers a sense of familiarity that is hard to achieve with other advertising mediums. Consumers look in their mailboxes every day for compelling messages to help them make smart buying decisions.

  • 79% of pizza lovers responded to an ad received in the mailbox in the last 12 months
  • Direct mail drives online activity and sales and this could potentially translate into online pizza orders – in fact, there is a 28% likelihood that direct mail will prompt online shopping
  • 38.7% of adults ages 22-24 read direct mail immediately and 38.2% of adults ages 25-34 read immediately
  • According to the DMA, direct mail response rates are on the rise – last year average response rates were at 5.3% – a 43% increase from the previous year and the best it’s been in the last 13 years
  • 39% of customers say they try a business for the first time because of direct mail advertising.

Source:  AdMall 2018, AudienceSCAN 2017, 2017 DMA Response Rate Report

 If you are interested in learning more about how TMM’s Direct Mail program can help your pizza restaurant grow, contact us today.

 

(Sources: DMNews 2008, Informational Resources, Inc. 2010, USPS Deliver Magazine January 2011, Pitney Bowes, Choose Print, Print Is Big, Rochester Institute of Technology, 2013 Advertising Tracking Study by TNS Customer Studies, Valassis 2011, 2014 Statistical Direct Mail Facts, The Little Book of Big Returns 2011, USPS Small Business Brochure)

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