Day 63 – The Puzzle – The $15 Small Pizza And WHY I Keep Going There

Friday night was pretty normal for me this week, I left the gym and headed home.  On the way home I did what I do most Fridays, swing by Strongs Brick Oven Pizza in Union Kentucky.  On this night I was rolling solo since my wife was out of town with my daughter and my son was at kick boxing.  I think that’s why the dollar amount of this pizza stuck out, it was simply a personal size pizza just for me, my bill came out to $15.85 or aprox $14.85 before tax.

Think about, $15 for a small 10 inch pizza, seems kind of high right?  After all a small pizza is selling between $7-10 at most places. 

But this is the important part, the price was a non factor.  I asked myself, what if it was $20…I’d still buy it.

WHY?  Because the pizza I was picking up was a ONE OF A KIND creation by the pizza geniuses there.  I get the Almost Famous Hot & Spicy.  It’s got bacon, a spicy sauce, peppers and then the dump crumbled up bbq chips on top.  IT’S UNREAL!  It’s so damn good, and it’s the ONLY place I can get this pizza.

It’s kind of like Doc Style wings at Barleycorns, no one else was them.

So why is this the subject of this blog?  Because all of you are trying really hard to get people to spend money with you and more importantly you’re trying to get MORE money when they do visit.  So when you offer a product like this pizza that no one else has, price is removed.  It’s my favorite pizza, so whether it cost me $10, $15, $20 or $25 I’D BUY IT!  

Now I will say, when we start talking about $25-35, it’s going to have me thinking.  But honestly, it’s so damn good 🙂

OK, but you’re thinking “Matt, what’s TJ’s LinkedIn message have to do with this?”

TJ pays attention and he’s heard me rail on this exact pizza restaurant for being bad at marketing.  As I think about it, I can’t say a whole lot that’s good about their email, text and social media.  In fact, they don’t even email or text me.  And I’d be willing to be a large sum of money that don’t have me in any type of marketing database.  They do exactly the opposite of what I believe it, which leads me back to TJ’s question.

WHY am I still eating there?

It’s 100% due to the location of the restaurant, not the pizza or anything else.  

I’d had this pizza at their Newport location a few times per year, and LOVED IT.  That’s how I knew about it when they opened up a mile from my house and that’s why I’ve eaten in hundreds of times since they opened here.  BUT I never went out of my way to visit the Newport location, even though they had my favorite pizza.  WHY?  Out of sight, out of mind.  They were an after thought and we only visited when we were in Newport for another reason.  

But now, I drive by it MANY TIMES per day.  I’m typing this on a Sunday, and I’ve drove by it twice on the way to run this morning and twice on my way to dinner tonight.  If this restaurant was located a few miles in one direction or the other my visit frequency would be 75% less.  

They are getting my business due to their restaurant being in my line of sight 40-50 times per week, and they happen to have my favorite pizza.  Stack on top of that great customer service and a clean restaurant and it’s a dangerous combination.  BUT remove from that the Union location and I’m a 2 times per year customer vs 40-50!  

TJ, your answer is PROXIMITY!  

And to hammer this point home even more, 9 out of 10 friends of mine from the region tell me when I drag them along “I love this place, but never come.”  I ask why and the answer is always the same, out of sight…out of mind!

But imagine if they were running marketing like I preach, oh SNAP, they’d be dangerous.

Imagine the possibilities….

If they were running marketing campaigns with a 3 mile radius to gather data

If they had servers asking for data.

If they had a tech stack when I called into order my pizza that got my info.

IF they had my info and used it how many more visits they could drive, the catering they could sell me, the appetizers they could sell, the desserts they could sell….

TJ, you’ve got me on my soap box and for that reason this is also topic of episode 630 of Restaurant Marketing SecretsCLICK HERE to listen!

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