Looking for more marketing ideas and insights? PMQ has you covered! By Liz Barrett
Borrow This Idea: Guest Chef Pizzas
At Roots Handmade Pizza in Chicago, which specializes in Quad Cities-style
pizza, local chefs from the surrounding area are invited to create signature
pizzas for the restaurant. According to co-owner Scott Weiner, working with
local chefs reinforces the fact that the pizzeria is tied into the local community.
“;ere are Chef Series pizzas that are mainstays, and then every year, about
two months before National Pizza Month, we reach out to local chefs and
put together a massive Chef Series month,” says Weiner. “During National
Pizza Month, the mainstays are available, and we introduce four or five more
that are special for that month. At the end, some of the new pizzas will move
on to the permanent menu.”
;e marketing potential of this unique promotion is not lost on Weiner.
“We do a lot of social media with video and pictures,” says Weiner. “We also
give the chefs gift certificates [to give away] and invite the chef’s team in
for a pizza party. One of the strongest things you can do is to have another
restaurant talking about your restaurant.
“;ere are so many options in Chicago, it’s just nice to have someone do
something outside of what they normally do,” Weiner adds. “It makes [their
restaurants] exciting again.” In addition to bringing local chefs together, the
promotion has raised close to $30,000 for various local charities over the years.
“One of the strongest things you can do is
to have another restaurant talking about
—SCOTT WEINER, ROOTS HANDMADE PIZZA