A (not so) Funny Thing happened at the 2012 Pizza Expo

By: Mark Sibilia, May 2012

At the recent Pizza Expo I ran into what looked like a very important delegation scouring the aisles of the trade show. You know the kind I mean, all wearing pinstripe suits looking distinguished and purposeful. Leading them was an easily identifiable top executive marching in front of his pack. My curiosity got the better of me and I approached the group and introduced myself. I asked their leader who they represented and without hesitation he pulled out his business card which read "Senior Merchandise Director, Café, HMR" (Home Meal Replacement) along with the logo of a very well known major Super Club Store. A little taken aback at their presence, I asked how they were enjoying the show and their main reason for being there. The answer was short and sweet;

"To learn how to think like a restaurant."

While catching my breath to give myself a second to think of what to say next, I asked (as though I didn’t know), what do you mean "think like a restaurant?" The Director answered nonchalantly, "We are a chain of superstores who realizes the opportunities in the RTE category along with all the other Superstores and Supermarkets who are also entering this space, and to win in the QSR game we need to think like restaurants". He went on to explain that this new reality created by the recession has forced many consumers to reduce their restaurant visits and cook at home, so by default they have increased their visits to supermarkets. "We saw an opportunity to sell customers prepared foods at lower costs while offering them the convenience of a one stop total shopping experience and it is paying off handsomely and growing all the time… and, we want and need them to keep coming back after the recession. Our goal is to use the prepared foods sector as a value added service to keep them coming back. Then he continued with his home run and final statement…"It’s all about creating consumers’ habits my friend and habits are hard to break!"

That was enough for me. It all came together in that instant and for the first time I stood there feeling like David facing Goliath.

Not only does the pizza and QSR industry have a healthy and ever changing competitive environment, there is a new and very real and committed threat that has come to the party!

As a marketer in the Pizza and QSR industry it is imperative that I keep current on emerging trends, opportunities and threats to our industry. Like many of you, I have recently read a number of articles on the launch and exploding growth of Supermarkets into the Home Meal Replacement and RTE category since the recession has begun. These Supermarkets are in a race between themselves to see who can outdo each other in the prepared and fresh to go sector to win the grocery shopper, and in the process, they are bleeding the QSR industry of billions of sales dollars.

The good news is that it’s still early in the game and much could be done by the QSR industry to minimize the pain as it currently boasts 120 Billion in sales compared to the "Ready to Eat and Fresh to go" sectors of the Supermarkets which is at $14 Billion. But The QSR will have to act fast and I can assure you of a food fight like you have never seen.

There are a number of strong factors at play and you need to be aware of them. According to the article links listed below:

• One article suggests that 50% of all pizzas are now sold through Supermarkets in the Atlanta area
• Supermarkets’ RTE sector is exploding at 7% per annum.
• According to current trends, Supermarkets could potentially grow their RTE sector to $50 Billion dollars in the next decade and guess where the majority of this business is expected to come from.
• The players involved are on a massive scale.

(For more details please read: Prepared Foods and Ready-to-Eat Foods at Retail: The New Competition to Foodservice (MarketResearch.com) & The Ultimate Food Fight (QSR Magazine)

So the big question here is: How will you compete? And what tools or ideas do you have in your arsenal to ensure you are not one of the casualties in this fight? My answer to that is: "There are always definite ways to win any war especially in today’s highly competitive environment". In this series of "Sibilia Says" articles I will introduce some radical ideas to help the Pizza industry. Radical is what it is going to take to compete against this "New Goliath". You need to be creative, and use any potential advantage you can find and perhaps even think outside of your comfort zone.

So here is the first radical thought: The restaurant or yes, even the pizzeria across the street is not your competitor any longer but rather your ally. It may mean that many of you in the QSR industry will need to huddle together and work as a united team against this "Goliath". The goal is simple; bring people back to enjoy the restaurant experience and go back to the better ways of getting served a great meal by great friends. I will explore this and other ideas in my next installment.

Mark Sibilia is the President and CEO of MPP Marketing Group. For over 25 years Mark has developed, managed and executed award winning QSR and Pizzeria marketing campaigns for national, midsized chains. Additionally, Mark is an author and lecturer dedicated to the creation of innovative marketing solutions for the Pizza and QSR industry.

Summertime is almost upon us which means that the 2012 Olympic Games in London are on their way. You may have already noticed that some large brands are already jumping on the Olympics’ marketing bandwagon – and for good reason! The games are one of the most powerful forces you can use to drive customers to take action. The mix of sport, patriotism and hype consistently prove to be a winning combination for savvy marketers to promote their restaurants.

How can you take advantage of the games to drive sales? We’ve put together some winning strategies that you can use right here:

Associate your Restaurant with an Athlete:

While IOC rules and regulations make it difficult to associate your brand with the games directly, a great strategy is to focus your marketing efforts in supporting a local athlete. Amateur athletes are always in need of good sponsors and funds, so hold a fundraiser at your establishment to support their training and equipment so they can perform at their best. Your best strategy is to select a local athlete (find the complete rosters here: Team USA – Team Canada) and co-ordinate with the national fundraising arm of the team. Promote this fundraiser on your website, use your eClub and direct mail to your community to make sure you get a great turnout! Use the event to build a huge amount of community goodwill and you’ll come out looking like the gold medal winner!

Leverage Social Media to Boost Customer Engagement:

If your restaurant isn’t active with social media then this is the time to get into it with a bang! If you’re already engaging with your customers then you know that you can use social media to build customer loyalty and drive sales. Here are a couple of our favorite on-line strategies:

• Follow the games and post updates as they happen to build audience
• Run timely promotions to celebrate victories (“Every time Phelps wins a gold medal we’ll upsize your pizza for Free!”)
• Run fun mini-contests such as Olympic trivia or guess-the-winners to encourage participation with your brand

Use the Time Difference to your Advantage!

One thing that most people forget about until the day of the games is that they’ll be taking place in a different timezone! London is on GMT time, which means that for most of us a lot of events will be taking place in the early morning to afternoon. If your restaurant has TVs and you don’t mind the extra work, consider adjusting your operating hours to accommodate the fans and turn your restaurant into the local games-watching headquarters! You can even offer deals and combos to customers during specific events to build the hype even further. Promote your special hours to your customers with a dedicated postcard piece or place the information on your next flyer and let your community know that your place is the place to be!

Get a Buddy and Save Big!

Everyone will be scrambling to run some kind of Olympic promotion in the coming months, so why not try and save some money by combining efforts with another local business?  If you know someone who will be running a campaign for the games, try and co-ordinate the production of your printed marketing material to run together. Printing together means a larger run, which in the print world translates into a considerable savings on your cost-per-piece. Try this with another local restaurant or any other business that may be interested (salons, bars and all kinds of retail stores). Talk to your MPP representative to help co-ordinate and figure out the kind of savings you can get!

Armed with these essential strategies, there’s no reason that you can’t make the Olympics work for you! The team at MPP Marketing Group can assist you with developing each of these strategies and more – give us a call at 1-866-889-8745 today and start planning your Olympic strategy!

Once again the International Pizza Expo® in Las Vegas is here, and MPP Marketing Group is proud to take part. You're invited to meet our team at booth #1244. The International Pizza Expo runs from March 13 – 15. We look forward to seeing you!

The combination of recessionary pressures and recent supermarket launches into prepared foods are bleeding the pizza industry of billions of dollars. In 2010, 5,000 pizzerias closed their doors and sales were down industry wide. The only way to fight back is through smart marketing. MPP Marketing Group has the solutions.

New for 2012, we’re rolling out a 10¢ direct mail menu solution! Sit down with us for a chat to see how you can take advantage of our comprehensive marketing capabilities and knowledge to execute successful marketing campaigns.

Make your marketing truly successful this year.

In life and in work, two is always better than one.

MPP knows that very well, and it's to that end that we are introducing our Buddy Savings Program.

Bring in a printing buddy & receive the best deal in print marketing! Both you and your buddy get to keep more green in your pockets, and we all know that is always a good thing.

We will produce 2 flyer designs & combine your quantity print run for 1 low price.

Multiple locations of same chain are eligible and both orders must be of the same size and quantity.

Discover the amazing results of MPP's Direct Mail Flyers. Sharing is caring, share a print run with your buddy, and show that you care.

ACT NOW! This offer ends on February 17, 2012, valid for all orders placed by this date.

Call your sales representative at 1-866-889-8745 and ask them about our Buddy Savings Program.

People consider the holidays to be a special occasion worthy of a little extra spending. Yes. It’s true. You need to make customers believe that your restaurant is where their money should be spent. Follow these tips to attract customers during holidays:

1. Be Seasonally correct
   Do not risk excluding any customers during the holiday season. Train your employees to say “Happy Holidays” or “Season’s Greetings”, instead of “Merry Christmas.” Unless your employees happen to know the particular customer’s religion beliefs. Note: use only generic holiday decorations & ensure your decorations work well with your décor.
   
   
2. Send Holiday Greetings
   Sending best wishes for the holiday season is a good way to remind customers about your restaurant. The card should seem like a greeting rather than a promotional message. Your customers will feel special and may keep you in mind for their celebration plans. At the bottom of the card, you could mention your holiday promotion, but keep it simple and enticing.
   
   
3. Special Holiday Promotions
   Christmas Eve or New Year’s Eve promos are very effective. Do not offer a discount. During the holidays, people are willing to spend, so instead of a discount, offer extra service or a free item. Show value. Do not lower prices.
   
   
4. Sell gift certificates
   Gift certificates are the perfect way to capitalize during the holiday season. About 25% of the gift certificates will never actually be used, which turns that sale into pure, profit. You should display your gift certificates in a prominent place near the point of sale or the entrance, and you can also sell them on your website.
   
   
5. Advertise. Advertise. Advertise.
   Advertise in more unique ways for the holidays. Perhaps, advertise in the local school holiday play or concert. There are many options out there in your neighborhood. Also, make sure to mention your takeout, delivery service and holiday hours if applicable..

It’s not too early to start planning for the holidays. Get a jump start planning your holiday client gifts following the tips below.

1. Make sure your holiday gift is branded. If the gift you give has your company logo the recipient will always remember who it came from.
2. Make it useful. Choose a gift that your client will have a use for so they will keep it around and keep you in mind all year round.
3. Think Smart. Make the most of your budget by combining a holiday gift with a marketing tool. A branded gift with all your company information is ideal.
4. Include your menu and contact information for ready access. If you’ve followed the first 3 tips your customer will always have your gift and your information at their fingertips.
5. Make it personal. Even if you’re sending the same gift to all of your clients, make sure each recipient feels special. Include a personalized note, or a card with the gift.

Ready to get going? Look no further than our “La Vita Colorata” 2012 Wall Calendars for the perfect holiday client gift. It’s the perfect promotional item that your clients will keep around, look at all the time, and it is completely customizable to fit your needs with room for your logo, branding, menu and more. Read more about our customizable calendars here.

Open Letter to Employees: June 23, 2011

Dear Colleagues,

We know you’re disappointed—as we are—that contract talks between Canada Post and the Canadian Union of Postal Workers broke off on June 22. With so much at stake, you deserve to know why.

For the first time this week, we finally saw some movement by the union to address the challenges faced by the company. This happened only after the Minister of Labour tabled back-to-work legislation and after hundreds of millions of dollars in losses had been inflicted on us. Despite the growing revenue loss, we made yet additional concessions in an attempt to reach a deal.

Had we seen the same amount of movement before the beginning of strikes, we would have been in a much better position to reach a deal. However, after incurring hundreds of millions of dollars in losses, we are even in a worse position to pay for all of the demands.

Read more...

Talks Between Canada Post and CUPW Break Off: June 22, 2011

Despite intense negotiations over the past 72 hours, Canada Post and the Canadian Union of Postal Workers (CUPW) have not been able to reach an agreement and talks between the two have broken off. Every effort has been made to reach a negotiated settlement that is in the best interests of employees, customers and the company.

Find out more

Canada Post and Union Remain Far Apart on Fundamental Issues: June 17, 2011

Canada Post and the Canadian Union of Postal Workers (CUPW) remain divided on a number of key bargaining issues—including wages, pension and sick leave. Canada Post Chief Executive Officer Deepak Chopra met with Denis Lemelin, President of CUPW, but the meeting failed to bring the two sides any closer to a resolution on the fundamental challenges facing Canada Post.

Find out more

After being in the QSR Marketing Industry for over ten years we are well-known for breaking the mold and developing creative, leading edge digital media executions. We are still amazed at the poorly designed online properties that continue to be prevalent within the food industry.  That’s right… we said it, you are probably doing it wrong. The following is a brief example of how a restaurant website should not be built.

Starting this month, MPP Marketing Group has begun offering QR Codes in any of our print marketing products. QR Codes are an interactive method of engaging with customers by offering bonus content on any of your print material. Increase visual interest on your print product as well as online engagement for your brand in an increasingly online and mobile market.

Where Your QR Code Can Lead You:

· Link to exclusive coupons or specials
· Direct customers to your social media platforms (Facebook, Twitter)
· Encourage your customers to write a review by linking directly to your company’s Yelp page
· Lots more…

Have a look at one of our client's latest QR Code Coupon built right into their existing print menu:

Talk to your MPP Sales representative or contact info@mppmarketinggroup.com or call 1-866-889-8745 to find out how we can make QR Codes work for you.
For more information on QR Codes check out these articles:

What are QR Codes and Why Should I Care?

Who’s Really Scanning All Those QR Codes? [Infographic]

TechTips | What are QR Codes anyway? [Video]

A lot has been going on in the past two weeks at MPP Marketing Group. We traveled to Las Vegas for International Pizza Expo then exhibited at the CRFA 2011 in Toronto, plus we launched our newest marketing tool MPP Express. Also in this blog post: the new marketing options and offers we are launching in the coming months.

International Pizza Expo 2011

In Las Vegas we were proud to be the sponsor of the keynote address featuring Sean Brauser of Romeo’s Pizza. Over the past few years we have helped him grow his franchise to over 30 locations. He gave a fantastic presentation where he spoke about his successes and how others could learn from his experiences as a pizzeria operator running a franchised brand.

At Pizza Expo we introduced MPP Express and gave demo presentations on our new easy to use marketing technology. We had representatives from our sales, digital media and our mailing & distribution departments at the Expo to meet with many of our clients, forge new business relationships as well as network with other people in the pizza industry. Our booth was very busy and we were thrilled to speak with everyone who came by. We had a great time at the Expo and a big thanks to everyone who was there.

CRFA Show 2011

The CRFA show in Toronto came only a few days after we returned from Las Vegas. We were excited to give MPP Express its Canadian tradeshow debut.  At the CRFA show we were very happy to meet with people in the Canadian Restaurant and Foodservices Industry and create new relationships.

Coming Soon!

In the next few months we will be rolling out several new marketing options and bundles to optimize your marketing strategy.  Very shortly we will be launching QR codes as part of our print and digital marketing services. We will also be introducing several other digital and social media options to our digital services including Foursquare.

Contact Us at info@mppmarketinggroup.com or call 1-866-889-8745 for more information.

To keep up with the latest MPP Marketing news find us on facebook and follow us on twitter.

This week MPP is exhibiting at CRFA Show 2011 running March 6-8, 2011 at the Direct Energy Centre in Toronto, Canada.

After launching MPP Express last week at The International Pizza Expo 2011 in Las Vegas we’re proud to be introducing our innovative web to print marketing technology at CRFA.

Organized by the Canadian Restaurant and Foodservices association, CRFA 2011 is the Canadian food service event of the year. The CRFA Show features hundreds of exhibitors ranging in expertise including; restaurateurs, celebrity chefs, agricultural associations and marketing & advertising experts specializing in foodservice industry. The CRFA show brings the Canadian Food Services Industry together in order to promote new ideas and innovations in the industry.

MPP will be at booth #1901 all week. Stop by and learn more about MPP Express, and find out how MPP can increase your bottom line.

We’ve been busy over here at MPP Marketing Group developing new and innovative tools to make your marketing experience as simple, convenient and successful as possible.  On Monday March 1st we’re launching the beta version of our MPP EXPRESS website.

MPP EXPRESS is a web to print solution perfect for small to medium sized pizzeria operators offering options for short affordable runs of door hangers, inserts, magnets, coupons, box toppers, and more. From this user friendly website operators can easily and affordably run their own print marketing campaigns with just a few clicks of the mouse.

This innovative tool is the first of its kind for the pizza industry developed specifically with pizzeria operators in mind.

Using MPP EXPRESS you can create and manage an effective marketing campaign in only five simple steps from the comfort of your own computer. The website offers a number of professionally designed templates and themes to choose from, new themes and designs will continue to be added to the site seasonally.  

MPP EXPRESS also focuses on the mailing aspect of your campaign allowing you to select either saturated mailings or upload your own mailing database. The easy to navigate dashboard allows you to track the results of your mailings and allows you gauge the results of your campaign.

All the information from previous campaigns will be stored on your dashboard. You can easily restock orders with a click of a button or easily access the tracking reports to see the results of all previous campaigns.

If you have any questions or comments on our new innovative marketing solution please contact us at: info@mppmarketingroup.com, Tel 1-866-889-8745 or leave a comment below.

We will be running demos of MPP EXPRESS at The International PIZZA EXPO in Las Vegas next week. Please stop by our booth (#1244) to talk to our experienced staff about how you can personally benefit from this new marketing tool.

Welcome to the new MPP Marketing Group website. Not only has our website received a serious face life but we also have some exciting projects in the works.

Make sure to check out our Facebook Fan Page. We have an incredible offer you won’t resist to become a fan.

Become a Fan on our Facebook page!