Recently, we illustrated the reasons why we believe that starting a pinseria can be an extraordinary opportunity. And we also explained how to do it, so as to start off on the right foot.
THE IMPERATIVE IS TO DIFFERENTIATE YOURSELF
Once the restaurant has opened, it is essential to stand out from the competition. Even if the pinsa represents a one-of-a-kind product, an excessive standardization of the offer risks nullifying the efforts made and, above all, not valorizing the innovation that pinsa represents.
What to do, then? Let's start from a premise: today, people buy a product (food, in our case), but above all an experience. PwC previously stated that people are willing to pay up to 16% more for the same product in exchange for a great experience.
PRODUCT QUALITY…
To ensure the success you deserve, it is advisable to focus on two fundamental aspects: the product and the experience that the customer will live inside the venue. As regards the product, the secret is to maintain the authenticity of the pinsa,creating a varied and differentiated offering that enhances traditional flavours and ingredients.
A pinseria has an advantage over a pizzeria: arouses curiosity, suggests innovation and modernity, and so it is important to know how to seize these opportunities and capitalize on them. Our blog It is full of winning recipes, from the most traditional to the innovative and even the sweet ones, but pay attention to the presentation, the preparation times and, it may seem obvious but it must be said, the quality of the filling. Pinsa is little worked, and as such highlights the quality of the ingredients: on this point there is no mistaking.
…AND QUALITY OF THE EXPERIENCE
The customer experience must be equally important. There are very few places, in Italy as in the rest of the world, that have extraordinary success only with the quality of the product: we must start from this and build the whole experiential side around it. It is therefore essential to take care of the environment, the service and the interaction with the customer, trying to create a welcoming and pleasant atmosphere. Pay attention to the personality of the environment and the furnishings: People appreciate places that don’t conform to trends, trendy images and established styles. Imagine something new. Without exaggerating, of course.
Furthermore, one should not overlook the importance of marketing and communication, which can help build customer loyalty and increase the visibility of the venue. It therefore becomes essential to create a targeted strategy, which enhances the uniqueness of the pinsa and that it is aimed at the right audience. Furthermore, it is important to take care of the image of the premises, which must be consistent with the gastronomic offering and the style of service.
In practical and less strategic terms, before even opening the pinseria, its website must be created and, above all, social channels must be opened, taking care to use them above all to interact with your audience, understand their desires and needs.Events should certainly be organized, but opening a social page just to advertise them might not bring the desired results.
TRY TO CREATE A COMMUNITY
Interact, talk to people, take pictures with them in your place and post them (be careful about privacy, though). In other words, try to create a community. A little technology doesn't hurt: a booking system mobile accessible via app adds a touch of convenience and modernity, attracting the younger generations. Accept all the most modern and innovative payment systems, or you will be very unattractive.
Depending on the image you want to communicate of your premises, it is then possible create offers and promotions that serve both to attract new customers and to retain existing ones. In terms of marketing, it is much more difficult to acquire new customers than to bring back those who have already tried the quality of the product and the experience offered, and who also might recommend the place to others.
By creating the right mix between the quality of the offer and that of the experience, a pinseria can intercept new consumer trends and differentiate itself from the panorama of pizzerias, obtaining almost instant success.
