“Deal customers” do not care about the quality of the
food; they care more about the price, and they will order
from the pizza place that o;ers the cheapest deal that
week. ;ese customers are not loyal to any one pizzeria.
;en there are the “real customers,” those who do not
care so much about the price and want the highest quality pizza they can get. ;ese customers are often picky,
and they’re especially particular about how they want
their food prepared and served. Special requests—such
as light sauce, extra sauce, well-done, lightly done, extra
sides of ranch—must be honored and fulfilled for them.
If a customer orders 10 wings, for example, and he wants
five of one flavor and five of another flavor, do you honor
his request, even though it causes your kitchen sta; some
inconvenience? If a customer orders a pizza and asks for
sausage on just ¼ of it, do you give her what she wants?
At Precinct Pizza, we say yes to every special request.
;ese customers will prove to be very loyal to a pizzeria
that takes their unique needs and desires to heart. And
they are the customers that Precinct Pizza covets and has
In short, during an economic downturn, the pizzeria
that goes out of its way to take care of its customers will
enjoy a distinct advantage over those that simply ring up
the order and grab the cash. It really is the little things
that keep a customer coming back.
“We say yes to every special
prove very loyal to a pizzeria
that takes their unique needs
and desires to heart.”
—RICK DRURY, PRECINCT PIZZA
Rick Drury, owner of Precinct Pizza, teaches local students to make their
own pies. Drury believes that encouraging loyalty is the key to longevity in
the pizza business, especially during challenging economic times.