Been seeing a lot of people talking about store branding and structuring, and thought I would join the party and try to get a little insight on some branding I have been doing.
I opened up my store in an area of ~50,000 households within a 5 mile radius. Competition in this radius includes: (1) Papa John’s Pizza, (2) Dominos Pizza, (1) Pizza Hut, (1) Little Caesars, (1) Hungry Howies, (4) Other Independents, in addition to (1) Dominos Pizza, (1) Pizza Hut, and (1) Hungry Howies as well as (2) Other Independents just outside the 5 mile radius but that still impact areas of our delivery. So needless to say, it’s a crowded market. Since our opening an area independent, along with a CiCis pizza closed up shop.
A little about my shop: We are strictly Delivery / Carry Out, in a ~1,000 SqFt unit in a mini plaza (2 other businesses: Mattress Store + Cuban Restaurant), so our foot traffic is limited. We are approximately 70% Delivery and 30% Carry Out. We make all our dough and sauce fresh in house, as well as using fresh vegetables. My personal background comes from being an area supervisor with Papa John’s Pizza (in this area), so that is where my knowledge in marketing and operations come from.
I am trying to build my brand as a competition against the chains. While I know this is not a “smart” option, but my motivation lies in the challenge and being a younger owner (only 25) I have a lot of the energy to push myself above and beyond. I offer a quality product with fresher ingredients, but still compete with pricing (I offer a $7.99 online carry out, a $12 Any Way 14" up to 5 toppings or specialties).
I have seen a lot of good success but are still hearing people say, “Are you guys new, we’ve never heard of you”, and having been open almost 2 years it is a bit of a let down. So I would like to put an emphasis on branding (I currently have a successful direct mail campaign going with TheMailShark but would like to do some more frequent advertising with RedPlum, TV, and Radio ads). As such I am looking for a way to really brand myself. I have my logo viewable on my online ordering through HungerRush at http://unclenickspizza.hungerrush.com. I am looking to add a tag line to it that people can recognize. The best I have come up with so far is “The Quality of a Mom and Pop with the Convenience of a Chain” which I shortened to “Mom & Pop Quality - Chain Convenience”. Any thoughts or opinions would be greatly appreciated.