For independent operators like you, Grande is your business solutions partner, committed to nothing less than your total success and business future. One way we do that is with The Independent Edge®, our Marketing and Operations newsletter for customers who are 100-Percenters.
Take the following article for example. It is about how to compete with the $5 pie, and how to better manage your profits. To learn more about Grande 100-Percenters click here. If you would like to receive more valuable information like this, click here to contact us to find out how to become a Grande customer.
Oh, they’re sly...those big chains. They invade your territory, flood the market with advertisements and all types of wacky promotions, and leverage a long corporate arm to steal your customers away with disgustingly low prices. YOUR customers. Suddenly what has kept them coming back for more all of these years is forgotten, and even your most loyal customers can’t help but be charmed by a five-dollar pie.
So, what’s your best defense? Reaffirming what you do best–serving pizza of uncompromising quality. It is possible for the little guy to win this battle. The main trick is to not let yourself get involved in a price war that you can’t afford. Your primary focus should be on product. You have a pizza that no one else–NO ONE ELSE–can deliver. That said, it’s just as important for your customer service to reflect that higher standard. When you combine your quality–differentiated product with service that goes above and beyond, it will be obvious to everyone that you stand for quality through and through.
A memorable, quality experience can give you a big advantage over most chains when competing for repeat business, especially considering current market trends. NPD Foodworld reports that incidences of menu importance for pizza at major chain restaurants declined during the past year, while that same indicator rose for the independent operator.1 For as much as people are temporarily distracted by novelties (like amazingly low prices), this consumer trend suggests that the quality bar is rising. More and more, consumers are finding a better value in fair-priced, high-quality pizzas than they are in low-priced pies of merely acceptable quality. So, stick to your guns and let the big chains fight the low-cost war amongst themselves. You’re not selling a commodity like they are–you’re offering something exceptional. And with extra attention given to front-of-the-house customer service, your customers will see your focus on quality as much as they can taste it.
Simply recalling a customer’s name can leave a positive impression 10 times as strong as the strictly business approach of low-price leaders. It might be impossible to learn them all (at least at first), but if you can get on a first-name basis with even a few key customers, it will go a long way toward establishing loyalty and getting price off their minds. Even better–if you can take the time to have a friendly chat with them about all your quality ingredients and premium cheeses, they’ll likely relay the message to their friends...and you can’t beat word-of-mouth for bringing in new business!
Welcome them with open arms. Their first experience better be perfect if you want them to even consider coming back to your pizzeria over others. Casually ask unfamiliar faces if it’s their first time and, if it is, make it memorable by lavishing them with extra attention and maybe a complimentary topping or two as a welcome gift.
The bigger they are, the more important it is to see that they’re happy. If a party of 10 walks in the door, greet everyone with a refreshing pitcher of drinks...and let it be on the house (it’s small change if you can get half that crowd to come back again). Treat ’em right and you could have 10 new customers for life.
1Based on data from The NPD Group/NPD Foodworld/CREST data year ending June 2005 vs. 2004 .