I am purchasing an ongoing pizza shop that was shut down a couple of months ago, getting all the equipment at a good price. It was a second store in a town aprox 15 miles away. The owner, says was having trouble with staff stealing.
It has diamond touch POS and the history shows 3 years with the first two hitting $100,000 annually. 2007 figures were dismal.
The town is aprox 30,000 population with 6 pizza stores including a dominos , a 2 for 1 place, and 2 other price competitors. There is a Round Table and a Papa Murphys.
I see myself competing on the upper end of the spectrum (not cut rate). It’s set up basically for delivery/CO, it has a few tables but I can expand the seating area.
I am purchasing the shop under an LLC that doesn’t have a proper name, so after 1 wk soft open, wk2 & 3 there will be a contest. My marketing plan is to start with a “Name the new pizza place” contest, the winner will get free pizza for a year and I will of course collect:names addresses, phone, and email of all entrants. I will deliver the press release to all media that hits my town… TV stations with voice over video. All radio stations with live drive time dj’s both am and pm, and the local papers… and of course they’ll get a few free pizza’s along with it. Cost 34 large pizza’s 22 for the media 12 for the winner.
Followed up with another round of press releases to announce the new name and winner and maybe an order of hot wings with the press release this time.
Then on to the expensive marketing… Direct mail. I plan on sending a large magnet/coupon or selfstick/coupon to all the address within an 8 mile radius with: Menu, Map, and three coupons $10.00 off any purchase, BOGO, and 10 % off any order…giving them incentive to 1) hang onto the advertising piece 2) order 3 times from the store and get in the habit of using us.
After that I guess it will be door hangars… ugh, hate doing those, but i guess i can look at it as an exercise program.
And to drum up the lunch business dropping off menus from 10-11 at the businesses… free pizza samples to get the smell in the offices??? hmm… it’s a thought
Anyway once escrow closes I can be up in running in a matter of days and I get an experienced teacher for a whole month who can help train and get us through the rushes…
What do Y’all think?