Make sure your “difference” is different enough.

Papa John’s^® “Better Ingredients. Better Pizza.” and Domino’s^® “You Got 30 Minutes^™” are two great examples of what some of the major chains are doing to stand out from the competition. What is it that makes your place unique and special? What is your point of difference?

Whether it’s old-world recipes passed down from generation to generation, a distinct flavor combination no one else has, or a fun and exciting atmosphere for the entire family, every pizzeria offers something special that customers remember.

If you’re unsure of what your point of difference is, or it’s simply “the best pizza in town” (even if it IS the best), it’s probably time for you to craft a Unique Selling Proposition (USP). A USP is a distinct and appealing statement that sets your pizzeria apart from every other place. It must be clear and concise and sell your product. The right USP, especially in these challenging economic times, can mean the difference between surviving and thriving. Here are three steps to creating a powerful USP.¹

1. Unique/Benefit—Identify the one unique and ownable thing that makes your place stand out from everyone else and that you can deliver on every time. Do you offer outrageous and unusual toppings? Flavored or beer-battered crusts? Monster pizzas that put the other guys to shame? Give customers something to sink their teeth into and identify what makes you special. If you get stuck, ask your customers what they think makes you unique. 
    
2. Guarantee—Enforce your USP with a hearty guarantee such as “we serve it to you fresh and hot or it’s free” or “if we don’t get your order right, it’s on us.” This tells customers that their satisfaction is important to you and that if they are disappointed for any reason, you’ll make sure they’re satisfied.
    
3. Repetition—Once you’ve developed a powerful USP, reinforce it throughout all of your communications, including your menu, flyers, signage, POS materials, business cards, etc.

¹Pizza Today, Point of Separation, March 2008
Papa John's is a registered trademark of Papa John International, Inc.
Domino's is a registered trademark and "You Got 30 minutes" is a trademark of Domino's IP Holder LLC

Growing Profits through Community Roots.

You love seeing a smile on your customers' faces, and you love being a fixture in the neighborhood. And besides serving delicious food, there are plenty of other things you can do to let people know you're more than the sport for great pie - you're a place that cares about the people around you. As the marketplace becomes increasing competitive, you must find new ways to make your business stand out. A great way to do that is to be active in the community and donate time to charitable and community causes. 

Becoming involved in charitable work is good business, and there is nothing wrong with using a charity to promote your restaurant. Organizations understand this and are willing to work with you to ensure you (and they) get the maximum benefit from your efforts.

In return for your participation, people associated with these organizations will show you their support by frequenting your place, creating a win-win for everyone. Once the word gets out that you're doing your part for the community, new customers are likely to show up too.

But before you get started, here are some things to consider:

·      Think locally.  Whether it's sponsoring the local Little League team, high school fund-raiser, cancer walk, or policemen's ball, demonstrate that you are part of the community and that you care about what happen there. 

·      Do your homework. Research the organization or charity to make sure it has a good reputation in your community and is licensed by state or local authorities.