We offer all of our special combos in all three sizes (12,14,16). To a certain extent, I think you will sell the most of whatever you call “large”. We do have offers that are only valid on a large (16) and others that are valid on a medium or a large (14,16). Pan pizza uses a large doughball, but we only sell 5-10 of those a day.
Our year round location sells all three sizes and 16 outsells 12 and 14 combined. Right now the daily prep “build to” for dough sizes depending on the day of the week is about 22-33 small, (also used for calzones and strombolli), 16-32 medium, and 72-120 large doughballs. Those ratios are determined using sales history by size per thousand in forcasted sales.
To create the “build to” I took a 90 period and counted out the number of orders by size and created a prep spreadsheet in excel linked to the sales forcast. It takes the number of each size per thousand in sales (determined by the 90 day study) and applies it to the sales forcast that I make and divides that by the number of doughballs per tray.
The shift manager looks at the print out when he gets there in the AM which tells him how many trays of each size should be in the walk-in. He subtracts the number left from that night before and that is what he has to make.
Question for you guys: why do you promote smaller sizes? If I am going to give a deal, I want to start with a higher ticket. I have found that the perceived value rather than the absolute price is what motivates. We do offer some coupons that are valid on a 14, but for the most part we focus the effort on 16 and multiple pie purchases.
I would think that a large segment of my customer base who are single, older couples or only looking for a late night snack would not be so interested in a 16" pizza AND something else. It gives a bit of variety and diversifies the market appeal. No one deal will attract all customers; more dollars in the door and more customers ordering are my goals, so different ‘deals’ to attract different customers. (disclaimer: I don’t use coupon deals, but if we were to start, this is the strategy we have discussed in our shop).
Started, then got distracted, reading the book by what’s-his-face, the Dominos guy.
His original vision included eliminating everything but the 12" pie. This was when he was one or 2 shops, mostly serving campus business. He figured:
a) HUGE savings in supplies with one box size
b) Anyone wants more than a 12" pie gets two 12" pies
Someone talked him into leaving a 12" (medium" and a 14" large.
I agree with the bundling idea but I think it’s also important to hit a variety of price points to attract different customers. Right now I’m offering price points at 9.97, 12.97, 16.97, & 19.97. Each one is a bundled offer. The only non-bundled offers I do are a Friday night special - large 1-top 9.97 (2.00 off), and box-topper of med 1-top 7.99 (also 2.00 off).