TIP: Reevaluate Your Menu and Ingredients 

The pizza industry is evolving, with customers becoming more knowledgeable and discerning about the products they consume. Gone are the days of sticking to “the way we’ve always done it,” since today, some of the most successful pizzerias are extremely selective on what ingredients they use, leaning more towards high-quality flours, cheeses, and tomatoes. Many are also simplifying their menus. In the ‘80s and ‘90s, pizzerias expanded their offerings to include appetizers, pastas, and main courses. However, with the cost of labor and ingredients rising, many are realizing that profit margins are not what they used to be and are going back to the simple slice shop model from the past.  

Take a good look at your sales data and start cutting the items that do not sell well. Create a menu that is lean, mean, and focused. This will help lower food costs, reduce labor, and allow you to focus on improving the items that do sell, ensuring consistent quality.  

TIP: Leverage Social Media

Love it or hate it, social media has become the number one form of advertising for small businesses. If this is new territory for you, and you’re seeing your competitors have tremendous success with it, where do you start? Consider hiring a social media manager to run your page; the return on investment can be substantial. Your social media manager should not only be well versed in using different platforms but also be skilled in taking photos and videos. Remember, customers first buy with their eyes, so how your food is plated or displayed is vital. Sit down with the person you hire and discuss the image, story, values, and message you want to project to your customer base. Play to your strengths and remain genuine. If you have a great sense of humor, let it shine through. If you’re more reserved, focus on showcasing another of your strong qualities, highlight your team, or showcase your product. Find your brand voice, and remember, the food is always the star of the show. While fun or comical videos might gain traction and get people into your store, what you serve to them will be the ultimate deciding factor of whether they will return or not. The ultimate goal here is to harness the power of social media to generate buzz, which can be a major driver in building demand. 

@donantonionewyork beautifully showcases their pizzas on Instagram to engage customers. 

TIP: Think Outside the Box 

Game nights are another way to create a fun, interactive atmosphere while boosting sales, especially on slower nights.  

Consider hosting pop–up events featuring a special guest chef or an outside company specializing in unique activities, like crafting specialty food items, beverages, or full menus. This allows you to build off each other and merge communities. 

All these events will generate buzz on social media, driving more attention to your business and increasing engagement with your page.  

TIP: Invest in Your Craft 

Sharpen your skills by taking hands-on pizza classes. 

TIP: Engaging with Your Community

TIP: Create Interactive Promotions 

Promotions have long been one of the most reliable methods to drive business. While loyalty programs, mailers, and giveaways are tried-and-true, let’s explore some fresh and creative ways to promote your pizzeria. 

A great way to engage customers is by involving them in the process. Hosting a competition to design a new specialty pizza can draw attention to your business while letting the community know you value their input. 

Merchandising is another excellent promotional tool. Whether it’s shirts, hats, or hoodies, branding your logo or motto on merchandise can be a surprising hit. People love representing their favorite local spots, and it not only creates a new revenue stream but also acts as free advertising. If you don’t have a catchy logo, consider partnering with a graphic designer to develop something fun and marketable. This also allows you to create something special and unique while potentially partnering with someone in the community.  

@stateofmindslicehouse’s unique merchandise designs are sure to grab people’s attention! 

Private labeling can also give your business a unique edge. From custom tomato cans to branded local brewery beer cans, working with your distributor to create products tailored to your brand can add exclusivity and enhance your image. 

TIP: Engage with the Pizza Community 

The pizza industry is a vibrant world filled with passionate professionals eager to share their knowledge. Don’t hesitate to reach out to pizzamakers who inspire you—whether as mentors or consultants. Regardless of your experience, there’s always value in learning from those with different perspectives and skill sets. 

Attend as many industry events as possible! From the famous Pizza Expo in Las Vegas to regional pizza festivals, these events offer opportunities to meet renowned pizza personalities and pick their brains (like the one writing this article!). Don’t be intimidated by their status—many of the top names in the pizza world are incredibly generous with their time and expertise. These gatherings also provide a chance to connect with distributors and manufacturers, keeping you informed on the latest products and trends. 

Get involved with pizza groups! From inclusive communities like Women in Pizza to online forums, engaging with fellow professionals who understand the challenges of running a business is invaluable. These groups offer support, feedback, and even advice on equipment and ingredients, helping you make informed decisions for your business. 

Check out your local industry events to connect with fellow pizzaioli. 

TIP: Curate Your Perfect Atmosphere 

Depending on your brand and vision, consider incorporating unique entertainment options like jukeboxes or retro arcade games to engage families and individuals alike. Your décor should align closely with your brand identity. For an artisan pizzeria that emphasizes art and quality, envision sleek marble countertops complemented by custom tiles with intricate, bespoke patterns, showcasing the restaurant’s commitment to craftsmanship. Elegant, ambient lighting highlights curated artwork from local artists, creating a refined atmosphere that feels both exclusive and authentically connected to the pizzeria’s brand.