with high-quality, authentic ingredients, and Pure Leaf
MARKETING TO A TEA
is also recognized as a premium brand, which aligns well
with Marco’s quality position,” McCauley says. “Pure Leaf
has one of the highest perceived values with consumers,
and that resonated well with our own mission.”
In addition, the pizzeria decided to o;er a 64-ounce
bottle—a perfect alternative to 2-liter containers, the
most common delivered drink size for pizzerias. A helpful
tip: Before partnering with a company, inquire about the
support it can o;er, such as branded marketing materials
to encourage sales.
At Marco’s, marketing for the new tea o;ering was care-
fully crafted to make a splash with summer custom-
ers. ;e company promoted its 64-ounce bottles with
a limited-time Ultimate Magnifico Pizza through all of
its promotional e;orts, encouraging consumers to have
the “Ultimate Magnifico Summer.” In the promo, start-
ing in late June and running through the end of August,
more than 800 Marco’s Pizza locations around the coun-
try o;ered a large Ultimate Magnifico Pizza (featuring
two types each of pepperoni and sausage) paired with
a 64-ounce Pure Leaf Iced Tea for $12.99 (the tea was
advertised as free to encourage sampling). “;is was pro-
moted in print, radio, television and digital campaign
elements, as well as POP signage,” McCauley explains.
“On social media, we also gave fans a chance to win Sum-
mer Par-Tea Packs when they shared photos of how they’re
having the Ultimate Magnifico Summer—at the beach,
the pool, the park, etc.—and our favorite photos won a
pizza par-tea, on us.”
Don’t forget to employ server suggestion and sampling
inside the pizzeria—thanks to tea’s low cost, you won’t
break the bank by giving out sip-sized cups of your latest
tea varieties. You can also use social media or e-newsletters
to discuss the health and environmental benefits of tea.
For example, the Tea Association of the U.S.A. reports
that it’s an all-natural product from a renewable source;
contains no sodium, fat, carbonation or sugar (and vir-
tually no calories); boasts flavonoids, believed to have
antioxidant properties; and is naturally low in ca;eine.
;e takeaway: With the right marketing and brand
partnership, teas can quickly become a stellar seller among
customers of any demographic. Choose a blend that
boosts your bottom line, spread the word and watch the
profits start a-brewing!
Tracy Morin is PMQ’s senior copy editor.
Marco’s Pizza partnered with a recognized tea brand and kicked off its
new beverage option with a slew of marketing materials and promotions.
Hot teas can be ideal before- or after-dinner
sippers when temperatures dip and customers
crave some comforting warmth.
“In the United States, tea
is now the second most
popular drink with meals
and the second most popular
drink ordered in restaurants.
Currently, tea is commanding
a 65% growth rate in the