indie_pizza
New member
We bought our store about a year and a half ago. It’s 15 years old, a solid name, downtown and six blocks from the local college in a smaller town with about 11K households. I don’t get much biz from students because I’m not willing to play the game with the big three and focus more on younger families that will spend a couple extra bucks for a better product. I’ve managed to take the store from losing a small fortune every month to paying myself enough to cover the mortgage on our house and our student loans. My wife has a great job that we’re able to live modestly and be comfortable with out two children.
Since the middle of January I’ve come to the point where I’m making enough to probably double my monthly take, but I’ve decided to take a gamble and start up online ordering through Point of Success, which I think will help my customer base on campus, and starting a direct mail campaign through Mail Shark. Both will start the last week of April. I’m taking the opportunity to expand our sandwich operation to bump up lunch sales, although at a lower profit margin, and add some specialty pizzas that I think will sell well. I’m also organizing a more consistent door hanging routine in the areas that our direct mail will not be hitting (I plan to have them focus on higher income neighborhoods that would take more time to door hang and I think will be more receptive to mailers).
I project that I will need the online ordering and mailers to generate 25 new sales a week with an average ticket of $20 to break even. My delivery tickets average $18 and take outs are around $15. So I really only need a 3% return of new orders from the mailers to break even on the two. However, I’m getting nervous about committing the money instead of bringing it home now and continuing my work that has generated a slow and consistent growth. We’ve nearly doubled sales since taking over, but double of almost nothing isn’t much to brag about.
I would love to get some thoughts and opinions from some of you veterans.
Since the middle of January I’ve come to the point where I’m making enough to probably double my monthly take, but I’ve decided to take a gamble and start up online ordering through Point of Success, which I think will help my customer base on campus, and starting a direct mail campaign through Mail Shark. Both will start the last week of April. I’m taking the opportunity to expand our sandwich operation to bump up lunch sales, although at a lower profit margin, and add some specialty pizzas that I think will sell well. I’m also organizing a more consistent door hanging routine in the areas that our direct mail will not be hitting (I plan to have them focus on higher income neighborhoods that would take more time to door hang and I think will be more receptive to mailers).
I project that I will need the online ordering and mailers to generate 25 new sales a week with an average ticket of $20 to break even. My delivery tickets average $18 and take outs are around $15. So I really only need a 3% return of new orders from the mailers to break even on the two. However, I’m getting nervous about committing the money instead of bringing it home now and continuing my work that has generated a slow and consistent growth. We’ve nearly doubled sales since taking over, but double of almost nothing isn’t much to brag about.
I would love to get some thoughts and opinions from some of you veterans.
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