It is no secret that pizza has remained a very strong industry over the years. Pizza is a staple American pastime and food and has been for a long time. Whether it be a night out with the family, a night in with friends, one of America’s favorite foods has always been pizza. Such inherently delicious food has sparked many entrepreneurs’ journeys into a profitable market. With such a steady influx of pizza choices available on the market, competition for big players on the pizza market has increased. Marketing has changed to stay relevant. The big companies have had to work hard to keep up with the trends. How has marketing changed? How are these companies keeping up? What can be learned from the pizza market?
Marketing Pizza Then and Now
Before such a steep competition arose for the competitors in the pizza market, big companies such as Dominos, Pizza Hut, and Papa Johns could rely on mere ‘smell-o-vision’ to sell their product. Delicious images on a television screen, talk of secret recipes, and promises of fun nights out or game nights in front of the television were enough to keep people ordering their pizza. Times are changing.
To keep up with the progressive and flooded food market, companies like these have had to begin using more rigorous marketing techniques. In some industries, it is advantageous for a company to find a niche market. Then, utilize segmentation to target a specific market to set their company apart. This is a little bit difficult in industries like the pizza industry because, let’s be real, who doesn’t like pizza?
Positioning in the Pizza Market
Market positioning poses the question: “What do people think of when they see the brand?” In the pizza world, an example of the positioning might be that Dominos is known for fast delivery and a willingness to change. Dominos advertises their quick delivery time and the fact that they have recently changed their recipe to meet consumer needs.
Papa Johns strives to advertise its affordability and online accessibility for ordering take out. This has secured its market positioning.
Pizza Hut has a unique market positioning because of its efforts to diversify their menu. Market positioning is becoming more and more poignant in many industries today. This has become especially important in industries with an inherent market.
In this day and age, accessibility and convenience are kings. Every industry and every successful business model has some sort of online presence. This is not untrue in the competitive pizza industry. The days of digging for the phone book and calling your favorite pizza place to ask for a menu or order delivery, though not over, are coming to an end. Not only can you order delivery pizza online, but you can also read reviews about the restaurant, check the online menu, and search for pertinent information about your yummy pizza from the palm of your hand. Therefore, this means that marketing online has become extremely important as well.
How many times do you get on your phone to compare restaurants when you can’t decide what to eat? It can be a difficult task to ‘become visible’ online, but if it can be accomplished, it can pay off in a big way.
There are several factors that play into the success of businesses like Papa Johns, Pizza Hut, and Dominos. To learn more about a marketing plan that can help you to stand out in a flooded, contemporary market; click here.