That is a big show! In most advertising it is said that if you get a 1% response, you did really well and use you should use that marketing strategy again (of course more direct marketing approaches can have much higher percent returns). But going with the norm - if you get a 1% return, that is 400 people ordering your pizza. If you look at your average profit per order, and multiply that by 400 - would it be worth the $500 distribution cost? Also, the cost of the flyers, which lets say are .14 ea (based on the cost of color copies, letter size, at Kinkos, I can do them for much cheaper- but not sure what your turnaround time is…).
If you do decide that it is worth the cost risk- I would market yourself not only as a great pizza place to get dinner, but also as a prime tourist attraction, a pizza Experience. I saw the press release that you got a few months ago, use that to your advantage! Quote the site, ask the people that did the article if you can use the piece and their publication name in your advertising materials… “As seen in So And So” (sorry, can’t remember the site). You have the great advantage of novelty, I would really hype that up in your ad. Make people think - “While we are here checking out this and that, we HAVE to get some of this pizza too”.
If It were just $500 for the opportunity, I would do it. It’s the cost of getting 40,000 flyers printed that is the big expense.
