I am getting ready to do a fairly decent marketing campaign, and will be putting a push on door hanging and direct mail. My big hurdle right now is determining what “hook” offer to go with on the fliers. Here is what I am debating between (keep in mind my food cost on a cheese pie is right around the $2.00 mark, and I typically run a $10 Any Way special).
Large 1 Topping Pizza for $7 - The thing I like about this offer is the price point. $7 is the type of price point that even if you’ve heard bad things, or nothing about the place, you are still confident that you will get your monies worth. This will help encourage people to atleast give us a try, and determine where our pizza fits into their value scale. At the end of the day, even if they only order once a month (that is how often I will be sending out the fliers rotating weekly between 4 areas), then I am still making money off of their order. What I don’t like is that it could reduce the perceived value of my product to current loyal customers.
Buy One Get One Free Large ($9.99 Cheese - $15.99 Specialty RMP) - I like that this one incorporates the word free, as it always gets attention. I also like that it comes across as a great trial value. What I don’t like is that it will be going out every month which may keep people waiting for this special. I also don’t like that the overall profit is lower than the $7 option if they only get 1 topping or cheese.
Large 1 Topping + 2 Liter for $10 - I like that this sounds like an overall good value, a large pizza and soda for $10 can feed 4 people at $2.5 a person. That’s a solid deal. I don’t like that it is a higher price point so it may deter some people who maybe do not want the soda and do not find it a value.
If everyone could weigh in on their option of these three, and any other general ideas or suggestions I would greatly appreciate it!