One word of advice:
Make sure your coupons specials match the demographics of your audience.
Why put coupons stating (this is an example and no insult to you, so please don’t take it as one) 2 14" pizzas any way you want them for $17.99 to one bedroom and two bedroom apartments where mostly single people live? You want to match the promotions with the people you’re advertising to.
Suggestions for Apt. advertising:
1 Large 1 topping - $8.99
1 X-Large 1 topping - $10.99
2 medium 2 topings - $12.99
FREE breadsticks when you order a Large at regular price
Carryout Special: Large 1 topping $5.99
There’s a reason most people live in apartments. Usually the reason is they don’t make a lot of money or they live on a tight budget. Either way, you get to them by giving them good initial price point specials. Once you’ve got them on the phone you can try to upsell them from there. With that being said, goal yourself with ticket averages in the $13 range for these apartment dwellers. If you get more than that, awesome.
As far as doorhanging the homes is concerned, that’s where you’ll see your greatest impact. When I usually go through my long-winded rattling off of numbers, it’s directed at residential homes in an area. Remember when I told you to match your specials with your demographics. Most households have hubby, wife, and 1.7 kids. When designing coupons for this demographic, make sure you’ve got something the whole family can agree on. Suggestions:
Buy one Large pizza at Regular price, get another large pizza of equal or lesser value Half Price.
1 Large 3 topping and wings $15.99
1 Large “any way you want it” $10.99
Family Special - 1 Large with your choice of toppings and 1 medium 1 topping for the kids $17.99
Of course, the prices should change with the region you’re in. I’m not sure of the income in your area so you might need to adjust one way or the other to compensate for the wages earned.
Also, if you’re stuck down there in the $3,100/week range, look long and hard at the product you’re sending out. Maybe you like it but find out if it’s agreeable to everyone else. Remember, everyone has different taste. You might think something is fantastic, but 90% of the rest of the town doesn’t. I’m not telling you to comprimise what you’ve been doing this whole time, but I am telling you to research and see what other people think of your product. By researching, I don’t mean ask your customers. I mean, go to a local grocery store or gas station, wearing plain clothes (no uniform or logowear) and ask people what they think. You can also find out other valuable information about your operations. Here’s a sample questionaire:
- Who makes the best pizza in town?
- Rank these pizza places when it comes to service, product, and price (give them 5 to choose from and put yours in there)
- Who’s got the best service?
- Who’s got the worst service?
- Who’s got the best product?
- Who’s got the worst product?
- Who’s got the best price?
- Who’s the most expensive?
- What can any one of the other 4 pizza companies do to sway you from your favorite pizza place in town?
- Rank these in order. Waht are the most important things you look for in a pizza place? 1. Price 2. Product. 3. Service
Naturally, with you only doing $3,100/week you probably won’t be close to the top on a few things. Don’t worry about that, though. The last thing you should do is consider it a slap in the face. Use this information usefully and capitalize on the information you’re given. I do it all the time and trust me when I say, I’ve been at the bottom of a few perceptions a time or two. One thing it will do is give you an accurate view of how customers see your business. If you find one major thing to work on, life is easy. Just fix it and you’re gold. If there’s more than one, go at them each meticulously until they’re your strengths.
Good luck. -J_r0kk