Tips for Success and a Thriving Business

Expert Advice for Modern Pizzerias

December 2024

By Domenico Tolomeo

With over two decades of experience in the food industry, including the last six years dedicated to the pizza sector, I’ve had the privilege of working across a range of roles, from hands-on operations to driving business development and growth. From helping a start–up quickly gain notoriety and success to breathing new life and quick growth into a business heading in a downward spiral, I’ve learned that the road in the food business is full of twists and turns. Below are some tips and tricks I’ve gathered over the years to help navigate your drive and achieve success.

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

If you’ve implemented the above strategies and still aren’t seeing the results you hoped for, it’s time to think outside the box. Hosting pizza classes is a great way to bring people into your establishment and attract new customers. Offer both adult and kids’ classes to broaden your reach. Not only are these events fun and unique, but they also give participants the chance to try items from your menu and experience the changes you’ve made to your product. They also provide an opportunity to engage with customers and gather feedback in a more casual setting.

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

As mentioned earlier, the status quo is no longer sufficient in this industry. Customers are seeking out pizzerias and restaurants that use quality ingredients and offer different styles of pizza. How can you learn new techniques and styles? How can you improve the style you’re currently making if you’re running into consistency issues or aren’t happy with the final product? Take a professional class! One of the great things about the industry’s evolution is that professionals are now excited to share their knowledge and skills with others. By taking a professional course, you’re investing in your own skills, which you can apply to your business to create new streams of revenue for your business.

Corporate Chef Domenico Tolomeo hosting a Pizza Class

Sharpen your skills by taking hands-on pizza classes.

Consultants are another great way to implement changes to your business. By having a consultant on board, you will have the undivided attention of a master instructor who not only will help with recipe development but will also help you streamline changes with your staff and mitigate any roadblocks you might run into.

TIP: Engaging with Your Community

Pizzerias have long been a cornerstone of local communities, and building strong connections with your community is a proven way to cultivate loyal, repeat customers. So, how can you get more involved? Start with collaborating with local businesses to create a specialty item on your menu and engage in cross-promotion. Participating in local fairs or festivals by renting an oven and serving pizzas is another fantastic way to strengthen your community presence while generating a secondary revenue stream. Giving back to the community that supports you is essential. Sponsoring local sports teams, contributing to charities, and participating in fundraisers are time-tested ways to not only attract business but also strengthen the bond with the community. These efforts showcase your commitment and make a positive impact while fostering lasting relationships.

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!

The “Instagram wall” trend is still going strong. Whether it is a neon sign with a clever quote or street art, these walls are popular social media attractions that can boost your visibility. To keep things fresh, consider renting backdrops from event companies and changing them quarterly, or have a local artist refresh the design with a new theme. By creating visually appealing experiences, you can take advantage of social media without having to invest a lot of time in it yourself.

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

Since pizzerias began flourishing across the U.S. in the 1950s, their aesthetic has been fairly predictable—red-painted faux wooden benches, wood-paneled walls, and photos of celebrities. We can all picture it. But in the 1990s, the shift toward warmer, more inviting spaces ushered in the era of Tuscan-style pizzerias. Now, the industry is experiencing a design renaissance, with pizzerias embracing everything from contemporary, cozy spaces to nostalgic, retro-inspired interiors. How you design your pizzeria can significantly impact your brand perception and the number of dine-in customers versus takeout orders. A well-crafted atmosphere creates a warm, inviting space where customers feel like they’re escaping the hustle of everyday life.

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.

These tips and tricks come from my own experience in fostering business growth. Running a business, particularly in the food industry, can be challenging with the many roles you must juggle. Think of your business as a dartboard and your growth ideas as darts—if you throw enough, you’re bound to hit the bullseye. I hope some of this advice will guide you on your path to success.