Consumers may not necessarily come to a
pizza establishment for beverages, but the sales
opportunity should not be neglected. Beverages
are likely not a product you’re handcrafting, but
they can still boost your revenue. One way to
boost beverage sales is to use in-store advertising,
which gives operators the opportunity to boost
sales by flexibly testing a variety of promotions
to discover the greatest return on investment.
The Lindsey Craze,
Red Boy Pizza ( redboypizza.com),
San Rafael, CA
At Red Boy Pizza, we recently held VIP Tasting events to
introduce new managers at their locations. By partnering
with our wine vendor, we were able to secure someone to
pour wines and educate our guests about the brands we
serve. The vendor also provided some additional bottles
without charging us to help promote its brands. And we
always keep half-size bottles of wine by our register, so if
customers picking up to-go orders want to grab one, they
see it while they’re paying.
Tracy Morin is PMQ’s senior copy editor.
The simplest thing a pizzeria/restaurant can do
is to perch a vertical drink menu on the table,
so that when a couple sits down they cannot see
each other without moving the menu. I would
recommend a drink menu where the wine/beer
list faces outward. That way, customers see the
menu and even if they weren’t planning on buying an alcoholic beverage, they might change
their minds after they see that the pizzeria has a
beer they like.
Another tip would be to offer a drink special.
Posting a drink special on a chalkboard or white-board informs customers that the restaurant carries
alcoholic beverages. Even if the drink special doesn’t
interest the customer, he may ask what else the
pizzeria/restaurant has to offer.
For nonalcoholic beverages, offer some sort of rewards program, such as “Buy five sodas, get the 6th
free!” If the customer is choosing between a pizzeria
that gives a free soda the sixth time and one that doesn’t
offer any reward for purchasing from them, he will likely stick with the establishment that offers the rewards program.
Encourage customers to dine in. If they get orders to go, chances are
they won’t purchase a beverage at your pizzeria.
Price simply. Offer beverages at whole-number prices with the tax included. For example, $1 for a can or $1.50 for a bottle makes it easier for a cash-paying customer to whip out
Offer variety. Too many times I’ve eaten at a restaurant that offers only soda or water. I’d
rather not pay for water, and I often don’t want to drink soda. I usually end up asking for a
glass of tap water. If the establishment offered lemonade, iced tea, milk or juice, I would have
purchased a beverage.
Provide free refills. When I see this sign, even though I hardly ever get a refill, my mind goes
“Cha-ching!” I think customers enjoy drinking while they eat and being able to fill up for the