Marketing Tips for Small Market Pizzerias
Most restaurant marketing advice assumes you’re in an urban area. What about pizzerias in small towns? Can they succeed by the same rules? Or is marketing a different game when you’re located in low-population rural or recreational areas?
We talked to three pizzeria owners, all thriving in small markets, to find out.
Rick Herman is CEO of Log Home Wood Fired Pizza in McGregor, Minnesota, population 350. He launched the business with his wife Nancy in 2014. They offer counter service and whole pies, with indoor seating and seasonal outdoor seating.
Weather Grace Preston is co-owner with her parents of Cross Eyed Cow Pizza in Oro Grande, California, population around 1,000. It’s on old Route 66 between LA and Barstow. Their model is counter service and whole pies, along with a two-slice-and-a-drink special. There’s plenty of indoor and outdoor seating.
Joe Ledwidge and his wife Maria founded Ranger Joe’s Pizza in Kalispell, Montana, population around 25,000. Their business is primarily pickup and delivery, with a few indoor and seasonal outdoor seats. They offer a slice bar from 11-2 weekdays, but focus on whole pies.
Here’s their advice.
Customer Relations
Our sources agree that focusing on the customer is vital, especially in a small town. “Get to know your customers by name, know what they like to order,” says Ledwidge. “Customers truly appreciate this, to them it is huge. Show them that you’re happy they picked you.” He trains staff to offer a friendly greeting to everyone who enters the shop and doesn’t let anyone slide on this. He believes it’s important to
“resolve issues immediately — things get around quick in a small town.”
Herman says “we focus a lot on our customers because we know most of them when they walk in the door. Being in a small town, it makes a huge difference.”
Ledwidge points out that “if you are the face of the brand, people often look at you as a celebrity figure. Don’t disappoint them. Customers really love hearing directly from the owner. Be present as an owner, let them see who brings them their favorite pizza through the work of your amazing staff.”
Small-town newspapers still play a vital role in their communities. All of our sources emphasized the value of the local newspaper. “I know paper is kind of a dying thing,” says Preston, “but it’s still a primary source to learn about things to do in small towns. We can pay money for all these different advertising experiences, but your local paper and word of mouth are gonna be your best bet. Word of mouth and knowing your base, your customer, your community is the gold mine for marketing.”
Log Home Wood Fired Pizza advertises weekly in the food section of the local paper, “so anytime we have a new promotion or a new item, they’re here taking pictures blowing it up for us,” and tasting it, too. Herman observes that local outlets are hungry for anything new to print, so it’s easy to be part of the news.
Log Home’s tagline is “Artisan Pizza of the Northwoods.” Their menu reflects this identity. You’ll find pizzas named Lumberjack, Smokehouse, Hunter and Evergreen on their menu. They serve a giant pretzel called Sasquatch. It’s all part of maintaining a strong brand that identifies closely with their location.
Social media is essential. Herman’s wife Nancy is a marketing professional and handles their social media marketing. “We focus on what message we want to get out. Our colors and graphics are always the same, and that makes a huge difference.” Their number of Facebook followers is well over 10 times the local population.
Ledwidge says it’s important to “respond in person to any social media comments or questions. Don’t let too much time pass by. It dulls the impact of your response.” He urges operators to set up alerts from review sites so you are notified immediately if there’s a negative review and you can “jump in to figure out a resolution with the customer right away.”
Authenticity
“Be yourself,” advises Ledwidge. “Customers love authenticity. This is critically important if you are the face of the brand. Show people who you are and why you love doing what you’re doing. Your passion will become contagious.”
“Get your story out there,” urges Preston. Everyone wants to hear your story. Don’t let other people write that story for you — only you can tell your story.” She says, “we’re a creative family” and it’s reflected by the décor. Their barn-like structure is topped with an airplane wing and chock full of funky, creative stuff. “We’ve got local art all over the walls. We’ve got murals outside. There are photo opportunities
everywhere. We’re just trying to improve the customer’s experience every time.”
Community means everything in a small town. Every source emphasizes the importance of collaborating and contributing.
Log Home procures its Sasquatch pretzel from a nearby bakery in Duluth, and partners with other local small businesses to use their products. As a small business in a tiny town, they’ve had to coordinate with other businesses including the grocery store to source ingredients. Herman is a very active member of the local chamber of commerce. He personally plays Santa at the pizzeria’s “cookies with Santa” event. As a former educator, he’s launched a program that rewards kids with pizza for reading at home, and he’s also established a scholarship.
Preston’s pizzeria hosts the annual Oro Grande Round Up, and a huge car show every April. “We have street vendors, a DJ, a band, we do t-shirts and trophies. There’s free games and face painting for the kids and all the proceeds that we make from that event, we try to put back into the community.”
As a business owner in a small town, “you have the ability to know the community on a more intimate level,” says Ledwidge. “Give to the community whenever possible,” with gift cards, pizzas and your time, such as cooking classes. “Support local charities, schools and organizations. Participate in community events, non-profit events and even for-profit events. You will get the benefit of helping others and free marketing at the same time. It’s also important to support and promote other businesses. They are part of the community that is your bread and butter.”
While operating a pizzeria in a small town may have unique challenges, it can be rich with rewards. Our sources have found success and satisfaction by become part of the fabric of their communities, a pie at a time.
Annelise Kelly is a Portland, Oregon-based freelance writer.