America has been devouring pizza during the Covid-19 pandemic! As some of us are venturing out to enjoy newly re-opened restaurants, others are still enjoying take out and delivery options as a means of playing it safe. It’s important for pizza marketers to be ready with the marketing strategy to help them succeed. Keep reading and download our infographic for more information on how to set up your marketing strategy for success.
Are You Getting Your Piece of the Pie?
Many homebound consumers are turning to the original delivery staple during these unprecedented times. In fact, 63% of customers said they sought out pizza during the pandemic.
Households with children in Mspark’s coverage area are buying an average of 2.1 pizzas a month. Looking at Mspark’s coverage area, 79% of households order monthly. With average tickets, Mspark influences $752MM in pizza spend every month! Many of those who are buying pizza are also looking for the best deal by using coupons. Are you getting your piece of the pie?
Delivery is Rising for Pizza & Others
A big part of the pizza market is delivery and right now it’s rising! More than 60% of all deliveries are still pizza – but with the addition of the third-party delivery providers, the delivery food options are now endless. It’s important to let your consumers know that you are accessible and ready to deliver delicious pizza right to their door – even possibly contactless if available. With 68% of consumers in Mspark’s coverage area ordering delivery you’ll want to communicate that you’re here and ready to deliver.
As people are ordering, they are considering both take out and off premise/third party options. Keep in mind that most would rather order from the restaurant directly – actually 70%! Making ordering accessible is key in ordering as 45% said offering mobile ordering or loyalty programs would encourage them to use online ordering.
If you’re trying to reach those in your delivery zones, Mspark can help through a variety of targeting options. Mspark can help your campaign reach an entire market, or narrow it down by zip code, sub-zip code, carrier route or even down to a specific household. We can help you geographically target by your unique circumstances, such staying within delivery zones or battling competitive intrusion.
Drive Pizza Orders with Direct Mail
Did you know 64% of pizza lovers have responded to an ad or coupon in their mailbox in the last 12 months? Also worth noting, readership in Mspark’s shared mail package typically averages over 80%, helping give your pizza business maximum exposure.
While direct mail is proven to influential for pizza purchases, adding it to your media mix can increase lift significantly. Advertisers can achieve 39% lift in consumer awareness when print is integrated with digital campaigns vs. single media campaigns. And they get 30% lift in response when print is paired with digital media.
For more insight to help you create a marketing plan to drive success, download our infographic here. If you have any ideas or want to discuss your options for integrating direct mail into your marketing strategy, reach out to us anytime. We are always happy to share our knowledge with you to help make your next campaign a huge success.
Sources: Census Survey 2019, 2020 AudienceSCAN, Valassis, Fox6Now