Your box is so much more than a box
If you are still buying the generic blank pizza box or the one that has some cliched Italian version of a pizza maker on it, you’re saying: “I’m Anytown, Pizza Place USA. Nothing special here, move along folks.” Branded boxes aren’t nearly as expensive as they once were, and it’s just common sense at this point.
Next level things to set yourself from the pack is to have an aeration pizza liner under the pizza, not just wax paper or nothing. A pizza liner says to the customer, “I invest in this pizza so much I also want to make sure it’s perfect by the time it gets to you.” Typically, these are very affordable, and it sends a message to the customer that you care. Above that, having branded bags, branded to-go boxes, and anything else that you could put your logo on sends a unique message to your customer that your pizzeria is a professional operation, so as they walk out their door, they have pride of purchase. It does cost more, but it pays itself back in that feeling of pride that leads to return business, as well as the free advertising along the way.
Upon opening Andolini’s, one of my first goals was to get branded pizza boxes. As a small pizzeria, that wasn’t easy — especially when you have multiple sizes. Whatever needs to be done, you need to do it, right?. Other workarounds are to stamp your packaging with a stamped ink logo or branded stickers. By all means necessary, you must push your brand beyond your doors.
However, it’s never been easier to brand stuff. If you’re not branding your product, you’re saying to the customer, “We don’t care, so here’s some pizza. What do you want from me?” If you’re spending time reading this article to improve and get ideas, then you’re better than that.
That’s what the game is now; it’s about being different and unique. I’m talking all-day, every day unique. Hit their brain with pride of purchase so your last impression to the customer before they eat your food — which is your packaging — sets the meal up for success.
Mike Bausch is the owner of Andolini’s Pizzeria in Tulsa, Oklahoma.