Twenty years ago, I was walking neighborhoods to place door hangers and blowing up the phonebook company to be listed first with our “A name,” Andolini’s. Today, I’m crafting Instagram reels and shooting out tons of e-mails. But here’s the kicker: Nothing’s really changed. Not the goal. Not the audience. Only the medium.
Back then, marketing was about pounding the same message into the same heads over and over – familiarity breeds trust, and trust breeds business. Now? Same game, just a different playing field. Instead of paper in the mailbox, it’s pixels on your phone. Instead of being “above the fold” in a newspaper, you’re trying to land above the scroll on someone’s feed.
Yes, the tools are cheaper today. A reel costs nothing to post. A viral video is free – kind of. But you do bear the mental burden of your time, creativity and consistency. And now, you’re not just competing with other pizzerias in your Yellow Pages – you’re battling makeup tutorials, travel influencers and dancing dogs for your customers’ attention.
That’s where quality and quantity come in.
There’s a story I always revert to: A pottery class was split in two. One half was told, “You’re graded on making the perfect pot.” The other? “Make as many pots as you can.” Who made the best pots? The quantity group. Why? Because repetition breeds refinement. Trying over and over – not just waiting for the perfect moment – makes you better, faster and more instinctual.
The same thing applies to online content. You want to make great posts? Don’t obsess over one “perfect” video that shackles you never to make anything because, “It’s not good enough,” or “I’ll look dumb.” I wholeheartedly encourage you to look dumb. Make more. Shoot more. Post more. The quality will come as a byproduct of doing the reps.
Stories Over Side Work and Posts Over Prep
We must remember that visibility is the driver of revenue. And nothing important can become a victim of what’s essential. I’m not saying skip the tasks of the day, but don’t skip telling your story either. The prep will get done. But if nobody knows who you are? You’re invisible, no matter how good your food is.
Repetition, Visibility, Connection
Making inroads with the community is still the game – and it always will be the game. How many people see you and how often? When they see you, do they care? Building trust alleviates purchase anxiety and increases the potential for purchase pride.
I remember Jerry Seinfeld explaining why he chose Netflix to hold the Seinfeld catalog. He said it didn’t matter whether it was a network or Netflix, as long Seinfeld was showing on the “medium of the day.” That’s how you’ve got to think. Don’t romanticize the platform, romanticize the result: connection.
We need to be where our customers’ eyes are and show up consistently with content that reflects our restaurant’s values, food and vibe.
So, yeah. Everything’s changed. But really? Nothing has.
Mike Bausch is the owner of Andolini’s Pizzeria in Tulsa, Oklahoma. Instagram: @mikeybausch
Read the June 2025 Issue of Pizza Today Magazine
This month, we focus on restaurant technology. See what’s hot in tech trends this year. Explore kitchen automation that can save labor costs and improve quality. See how digital menu boards can help you stay on top of menu prices in a fluctuating economy. After a record-breaking Pizza Expo and International Pizza Challenge, we explore pizza trends from the world pizza competition. Find summer dessert inspiration. Discover how to take your side salads to entree status. Go to the June Issue.
