Pizza
Your oven should be the bottleneck. Not deciding what to post tonight.
RevThread runs the marketing around Friday, game day and the slow Tuesday you keep meaning to fix.
What this business is actually like
Pizza is an order business wearing a restaurant's clothes. Demand arrives in sharp weekly spikes, tickets are family-sized, and the same households order again and again, which makes a regular worth many times a first order. The threat to margin is not empty seats but the third-party apps taking a cut of every order you were going to get anyway.
Worth knowing: Delivery fees and third-party commission can consume the whole margin — a discounted delivered order can lose money.
Where growth gets lost
Not generic marketing problems. The specific ways a pizza business loses money it had already earned the right to.
Delivery commissions quietly own your best customers
An order through an aggregator costs a share of a ticket you would have earned directly, and the customer relationship stays with the app. You pay again next Friday for the same household.
Weeknights are dead and Fridays are chaos
The week is not evenly bad. Capacity sits idle Monday to Wednesday while Friday runs at the edge of what the kitchen can produce, and a blanket promotion makes the wrong half worse.
A standing discount code teaches people to wait
Run the same offer long enough and full-price orders stop. The promotion stops being a reason to order tonight and becomes the price.
Sending order-intent traffic to a reservation form
Sending order-intent traffic to a reservation form. It is the kind of loss that never shows up as a bad month — the spend still goes out, the reservation or order click still gets counted, and nothing tells you the money went to the wrong place.
Promising delivery speed the kitchen cannot hold to
Promising delivery speed the kitchen cannot hold to. It is the kind of loss that never shows up as a bad month — the spend still goes out, the reservation or order click still gets counted, and nothing tells you the money went to the wrong place.
What marketing costs before anyone has sold anything
These are the ranges businesses are quoted when each piece is bought separately. Turn a line off to see what the stack looks like without it.
And then the advertising itself
- Cost per click
- $2.05
- Cost per lead
- $31
Median US search advertising for Restaurants & Food, the published category this business sits in — against an all-industry median of $67 per lead. Your market and competition move this considerably.
Then there are the hours every week spent briefing, reviewing and chasing it. And after all of it, the owner is still the one coordinating the marketing.
What actually convinces your customer
In order. This is what RevThread leads with for a pizza, and it is not the same order as the business next door.
- 01The pizza itself, shot close
- 02Delivery area and pickup clarity
- 03Star rating with review count
- 04Family and group value
- 05Signature items
What changes
- Direct orders promoted against the aggregator, not alongside it
- Slow nights given a specific reason to order rather than a discount
- Friday and game day planned before the week starts
The parts of RevThread that matter here
Marketing Director
Decides what the business should be promoting this week, and why, based on the goal you set and what has already worked.
Content Lab
Writes posts, captions and creative in your voice, ready to review rather than start from a blank page.
Scheduling and publishing
Once connectedOnce your Facebook or Instagram account is connected, approved posts go out on a consistent cadence instead of in bursts.
Email
Once connectedDrafts campaign emails timed to what you are already promoting that week.
Learning loop
Feeds approvals, edits and results back in, so next week's plan reflects what actually happened.
See what RevThread would do for your pizza
Tell us about the business and we'll look at it properly — what you're running now, what the numbers on this page look like in your market, and whether this is a fit.