Is your pizza menu a bad advertisement?

While there are many restaurants that make most of their revenue from customers dining in, most pizzerias make a good percentage of their revenue from either takeout, delivery, or both. There are a couple of things you could do to increase business with your takeout menus. One is to make sure you send out a menu with each and every order so customers can call and order in the future and the other is to regularly use them as direct mailers in your market area. However, it’s important to understand that you really need to focus on a menu that people will want to have on hand. If it’s an eyesore, you could have the best pizza in town but lose return business because your menu was thrown out with the empty pizza boxes. There are some helpful ‘tips’ to keep in mind when designing your takeout menu that will make it successful as a marketing tool.

The best way to determine whether or not your menu is generating business is to monitor your phone calls. If that phone doesn’t ring and you know you have a delicious pizza, chances are your menu isn’t working as it should. The other method many owners and operators use to track their menu’s ability to attract business is to include promotional coupons somewhere strategically and conspicuously located on the menu. If those coupons don’t arrive, then you know your menu is a flop. If your current pizza menu isn’t working, chances are you’re not following the two cardinal rules of effective menu marketing: design and layout.

The first thing to do when designing your new menu is to get some expert advice. There are printing companies that also have graphic designers on staff who can help you with your theme and design so that it is eye-catching yet functional. Design is actually one of two key factors in determining whether or not your menu will be a success. The other determining factor is distribution. Both carry the same weight and both should be a priority if your menu is for advertising and/or promotional purposes. Statistics indicate that a well designed and effectively laid out menu can significantly increase business.

As for distribution, most print shops also have a map of their target market area. Pizza menu envelopes are very effective and should be used whenever possible. In fact, regular direct mailings keep your business fresh in consumers’ minds, so when the ‘taste for pizza’ strikes, your flyer will be close at hand. The right printer can even design, print and ship your menus for less than the price of a postage stamp! If there are no print shops in your local area that have the skills you need to do your menu design and layout, there are reputable online printing companies that can handle the job for you. And, in many cases, online printers are even less expensive than local printers. There’s no reason to lose business over a bad ad when an experienced, market-savvy print shop is just a click away.