“Our sales are actually still growing, but I do have advice to share. Don’t stand still; continue to think of new ideas to stay in front of your customers. Tighten your portion controls and continue to negotiate fixed costs with your vendors. Stop overpaying for garbage pickup, electricity and credit card fees (call them all and renegotiate). Start going green; every time a lightbulb goes out, replace it with an Energy Star bulb, and make sure your equipment purchases are Energy Star-certified. Put timers on your exterior lights so they aren’t on all day and night.

“We have a program with the schools to give out free personal pizza coupons to the ‘student of the week,’ and they distribute them for us for free. The coupon and personal pizza cost about 60 cents, and we get about a 40% to 50% return rate, with an average ticket price of $19 (the kids need the parents to bring them in to collect their pizza, and most of them buy dinner for the family)!”

Andy Sears

C&M Pizza, Leominster, MA

“Pizza has been labeled ‘recession-proof,’ because people eat it when times are good and bad. We’ve found that during hard economic times, when people might

not be making large purchases, they still want to bring the family together and treat them with some pizza. Pizza is one of the few meal options that can feed a family of four for under $20. Everyone can have their favorite, no one has to do the washing up and it gets delivered straight to their table.”

Scott Hamilton

Eagle Boys Pizza, Brisbane, Australia

“We use discount coupons on box toppers and occasionally put them in our regular weekly newspaper ads. On special occasions, such as the Super Bowl or Valentine’s Day, we buy larger, color ads with coupons.

“Something new we’ve started is compiling lists of email addresses from our customers. We do this by including a request when we give them their bill. We entice them by offering a free order of our breadsticks with their next order. We then send them an email thank-you. When they print out the message and bring it with them on their next visit, they get their sticks. Then, every few days or every week, we email the whole list restaurant news and include specials and coupon offers, making sure to put an expiration date on them, never extending it more than a few days or a week in order to get them back in ASAP.

“When the weather begins to warm up, closer to spring and summer, we’ll taper back on the coupons and discounts. However, we plan on continuing the email campaign year-round because

it builds customer loyalty and, unlike direct mail, costs us nothing to send, so virtually any response is profit for us.”

Bob Katerzynske

The Pizza Factory, Princeton, WI

“Stay the course; operators with quality ingredients and superior service need not worry about the economy. An economy such as the one we’re in should be better for business, since the consumers whose incomes are affected will start by cutting out the more expensive dinners, and people who don’t cook will just be looking for cheaper alternatives.

“One of the best business types to take advantage of this situation is the pizzeria/ casual Italian restaurant that delivers and has a somewhat diverse menu. Once you convince the consumer they can still feed a family for the same cost as going to a supermarket, without having to cook, clean up or even go out the door, the bad economy will become a benefit to you.

“Reward customers for their continued business with coupons via mail/email lists, or with their orders. Advertise and market to new customers using your reputation as a quality organization, convincing them what a great value ordering a meal from you can be. This can be done with direct mail, door hangers, newspaper/TV ads, or coupon packets such as Valpak.”

Michael LoBrace

Michelino’s Pizza Company, Elizabeth, NJ

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