to reach out to people who have a large group of really
loyal customers and a big fan base.
We don’t usually pop up in other businesses, by the
way, because not everyone has a wood-fired oven for us
to use; for one we did at a bar, we had to premake all of
our pizzas and reheat by the slice in a normal oven. But
we also get invites from pizza buddies outside Texas, so
we’re working on scheduling some pop-ups in Toronto
and New York and inviting them to come to our place
as well. With our Instagram and Facebook, we have a
following from all over the country, so it’s an opportunity
for people out there to try some of our stuff and just have
fun. We also use these as research trips, getting new ideas
for menu items.
Dorsey: I think it’s less the kind of food you have and
more about where you are in the market, like if you’re
a high-end pizzeria. You don’t just pop up and see what
happens; you need to have a specific goal in mind. Offer a
value-added benefit. If you’re trying to raise your percep-
tion with consumers, maybe partner with a luxury-type
brand. If you want people to buy more wine at your
pizzeria, partner with a champagne company whose wine
you offer so when people come back it’s top of mind for
them, boosting your beverage sales.
Woodhouse: Do you know of a local fair or festival? They’re great opportunities to increase your market
share and gain new clients. Do you have nearby micro-breweries or smaller wineries? Do you know of a business
that hosts workshops or classes? A kids party place or play
gym? The list is endless. Pizzerias have the unique and
wonderful ability to be flexible and portable, so maximize that!
Editor’s note: Next month, we’ll look at how to develop a
menu for pop-ups and explore ways to tie in your event
with local nonprofits and other brands.
Tracy Morin is PMQ’s senior copy editor.
“Having a cross-promotion
with an established business
gives you the opportunity
to instantly create a level
of trust, because you’re
promoting to another
company’s customer base.”
Brooklyn pizzaiola Emily Hyland served her famous Spicy Chicken
Sandwich in a pop-up fundraiser for Cane Rosso Rescue.