For the Jan-Feb issue of PMQ Pizza magazine, we are writing an article on Creating Value Deals Strategically. We are seeking pizzeria/business experts for commentary--especially independent pizzerias who may not have the budget of bigger chains. (If you're not sure whether your expertise/background would be a good fit, please check with me via email.) Here are some questions we are asking:

Why are value deals important to consider/implement right now?

For indies to stay competitive, what are the secrets to STRATEGICALLY creating SMART value deals that are appealing and affordable to customers yet still profitable?

If we’re talking about bundling offers and pairings, how do you price these deals? Is it even about price at all, or more about perception? What types of deals should be offered (like targeting families, college students, parties/gatherings, etc.), and what components should be included (like a pizza, side, drink, dessert)?

How do we define value for independents and their customers? What constitutes a "good deal" (a win-win) for both pizzerias and their customers, and how can pizzerias capitalize on this? Are there differences among different generations/regions on what constitutes value? Should indies think of value deals as loss leaders (aimed at converting new customers into regulars, or opportunities for upselling or group orders at a higher, more profitable margin), or does that only work for chains?

How does a pizzeria gauge whether a deal is successful, and also convert deal-seekers to regular customers? How often should value deals be changed/refreshed?

Of course, we don’t want to encourage heavy couponing--it's more about developing a strategic approach to counter chain deals like Domino’s successful “Best Deal Ever” ($9.99 for any pizza with any toppings) or Pizza Hut’s 2-Buck-Tuesdays.

And you are free to include any other information that is pertinent.

For quoting purposes, please confirm full name, title, company name and city/state, and we would also love any related high-res images. Thank you!

Question

For the Jan-Feb issue of PMQ Pizza magazine, we are writing an article on Creating Value Deals Strategically. We are seeking pizzeria/business experts for commentary--especially independent pizzerias who may not have the budget of bigger chains. (If you're not sure whether your expertise/background would be a good fit, please check with me via email.) Here are some questions we are asking:

Why are value deals important to consider/implement right now?

For indies to stay competitive, what are the secrets to STRATEGICALLY creating SMART value deals that are appealing and affordable to customers yet still profitable?

If we’re talking about bundling offers and pairings, how do you price these deals? Is it even about price at all, or more about perception? What types of deals should be offered (like targeting families, college students, parties/gatherings, etc.), and what components should be included (like a pizza, side, drink, dessert)?

How do we define value for independents and their customers? What constitutes a "good deal" (a win-win) for both pizzerias and their customers, and how can pizzerias capitalize on this? Are there differences among different generations/regions on what constitutes value? Should indies think of value deals as loss leaders (aimed at converting new customers into regulars, or opportunities for upselling or group orders at a higher, more profitable margin), or does that only work for chains?

How does a pizzeria gauge whether a deal is successful, and also convert deal-seekers to regular customers? How often should value deals be changed/refreshed?

Of course, we don’t want to encourage heavy couponing--it's more about developing a strategic approach to counter chain deals like Domino’s successful “Best Deal Ever” ($9.99 for any pizza with any toppings) or Pizza Hut’s 2-Buck-Tuesdays.

And you are free to include any other information that is pertinent.

For quoting purposes, please confirm full name, title, company name and city/state, and we would also love any related high-res images. Thank you!

Samuel Charmetant · Accepted Answer

In our art marketplace, we learned that value is often about how you curate, not how low you price. Pizzerias can use the same idea on their menus.

We saw collectors respond strongly to themed collection starter walls and small-apartment sets because someone had pre-designed the experience. Indie shops can package pizza deals the same way: Movie Marathon Night,Studio Roommate Special, Kids Sleepover Kit.Each bundle feels thoughtful, not random. That's perceived value.

A good deal for both sides is one where the guest feels they got a story and the operator got a sustainable ticket. Include a mix of items that make the table feel spoiled, maybe a dessert or a shareable side, while your recipe costing keeps the overall margin safe.

When you design bundles like little experiences, customers stop comparing you line by line to the chain across town. They compare how your night felt.

Calin Oancea · Answer

I'm the CEO of Oancea Media, and I have five years of experience helping small businesses (including pizzerias) strategically grow through innovative marketing and the right business practices. This has allowed me to recognize that the deals that maximize the actual value matter now more than ever.

The most important thing you want to strategically create profitable deals is to make it affordable and maximize the perceived value of your pizzas and other products, so that you can actually compete with the low-cost fast food chains like Pizza Hut.

For example, you can offer a pizza, a side, and a drink as a combination.

Important: Make sure you actually target specific customer profiles (like families, students, parties) while pricing deals to encourage upsells without eroding profit.

The Value for your customers in different locations and seasons is primarily defined by your win-win deals, based on my experience.

And if your deal refreshes based on your sales metrics and feedback, this will keep your company relevant and convert your buyers into repeat customers.

- Calin Oancea, business growth expert, marketer, and CEO at oanceamedia.com

I would be happy to provide more detailed information or answer any of your questions about pizza businesses.

Thanks for reading my perspective.

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Samuel Charmetant

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Samuel Charmetant