Learning from Pizza Hut: Using influencers to boost your pizzeria
You need more than just delicious food to stay ahead in the competitive pizza space. And, even though your independent pizzeria makes better food than the big chains, there’s a lot to be learned from Pizza Hut’s recent marketing campaign with social media influencer Keith Lee.
Here's a look at how you can blend traditional marketing with modern digital strategies to boost your pizza shop’s business.
Influencer collaborations
Pizza Hut partnered with Keith Lee for its “$12 Any” campaign — a promotion allowing customers to customize toppings and crust to their liking.
Keith, with over 16 million followers on TikTok, helped create a special community pizza and promoted it to his massive audience. This partnership not only drove sales but also increased brand visibility and engagement.
Only big chains have the marketing budget to work with a mega-influencer like Keith. Still, you can collaborate with local influencers and food bloggers on TikTok and Instagram. Their content can bring in a whole new host of customers — and it might only cost you a few free pizzas.
Make sure that your influencers are authentic. In other words, look for influencers that genuinely appreciate your food — not just ones that want free pizza or a paycheck. Their authenticity will resonate more with audiences.
Catering to customer preferences
Pizza Hut’s campaign focused on customization, allowing customers to choose their toppings and crust. This approach appeals to modern consumers who crave personalization in their dining experiences.
Consider offering new customizable options of your own. You probably offer tons of great toppings already, along with personal and regular-sized pies. How about your own take on a cheese-stuffed crust? A Neapolitan pizza with a ricotta-filled crust could be a huge hit.
Or, if you do New York-style, you could expand your menu options with simple garnishes on the crust. If it doesn't clash with your style, a brush of garlic butter or a sprinkle of an unexpected seasoning like Tajin could become a $3 upsell.
Building loyalty through giving
Pizza Hut and Keith Lee’s initiative included a $50,000 donation to schools, reinforcing their commitment to community support. This not only builds a positive brand image but also fosters customer loyalty.
It’s always a good idea to support local causes. Think local schools, Little League teams, and charities. Small donations or sponsorships can go a long way — and they can reinforce your commitment to the community.
Be sure to highlight your contributions on social media, too. Let your customers know that your pizza shop is a business that gives back.
Enhancing customer experience
The backbone of Pizza Hut’s success in this campaign is its use of technology to reach and engage customers. From online ordering to social media marketing, technology plays a crucial role.
You can also leverage digital tools from first-party pizzeria partners to streamline your online ordering, marketing, and customer engagement. This allows you to focus on what you do best — making great pizza.
It also pays to stay active online. Keep your social media profiles up to date with your hours of operation and address. Also be sure to respond to customer reviews. Thank your biggest fans to ensure their continued business and encourage them to tell others about your pizza shop. Also reply to customers who are less-than-satisfied so you have an opportunity to win them back.
Learning from Pizza Hut
Pizza Hut’s innovative approach to marketing through influencer collaborations, customization, community involvement, and technology offers a roadmap for independent pizzeria owners.
By adopting similar strategies, you can enhance your visibility, build stronger customer relationships, and thrive in the competitive pizza market.
