A large mural attracts the attention of passersby at
Philadelphia’s Earth Bread + Brewery.
4 Install better lighting. Whether you choose sidewalk solar lights, overhead awning lights, directional lights that highlight
signage, or twinkling white lights strung in the trees, lighting has the
ability to attract attention, illuminate walkways and provide a greater
sense of security than a dimly lit entrance.
5 Update your signage. Is your signage clearly visible from all angles during the day and night? Not everyone will approach
your pizzeria from the same direction. It’s also important to make it
clear on your sign that your restaurant is a pizzeria; posting your menu
and hours of operation on or near the door can help. If you o;er daily
food or drink specials, try utilizing a sidewalk sign to grab the attention
of those walking by.
6 Show off the pizza. Open a window, if possible, and allow those in the street to smell and see the pizza inside. If you can’t
open a window, find a way for them to see the pizza. Old-school New
York pizzerias are famous for stationing the pizza maker in a window
so everyone can see them tossing pizzas. Modern-day pizzerias have
taken note and often try to place windows where there’s a clear view
through to the kitchen.
Liz Barrett is PMQ’s editor at large and author of Pizza: A Slice of American History.