How to sell pinsa? Some tips (not recipes) for restaurateurs

Recently, we explained why we believe that opening a pinseria can be an extraordinary opportunity. And we also explained how to do it, so that you start off on the right foot. 

Once you’ve opened the restaurant, it is essential to distinguish yourself from the competition. Although pinsa is a unique product, if your offer becomes over-standardised you run the risk of jeopardising all your efforts and, above all, of not capitalising on the innovation represented by pinsa. 

So, what do you have to do? Let's start with an assumption: today, people buy a product (food, in our case), but above all an experience. Some time ago PwC stated that people are willing to pay up to 16% more for the same product in exchange for a great experience.

To ensure the success you deserve, you need to focus on two key aspects: the product and the customer experience. Concerning the product, the secret is keeping the authenticity of the pinsa, creating a varied and diversified offer that emphasises traditional flavours and ingredients. 

A pinseria has an advantage over a pizzeria: it arouses curiosity, it implies innovation and modernity, so it is important to be able to seize these opportunities and capitalise on them. Our blog is overflowing with winning recipes, from the traditional ones to the innovative and even sweet ones; pay attention to presentation, preparation time and, it may seem obvious but it must be said, the quality of the filling. The pinsa is not highly processed, and therefore it highlights the quality of the ingredients: there is no space for mistakes here. 

The customer experience must be equally important. There are very few establishments, in Italy as in the rest of the world, that are extraordinarily successful only because of the quality of the product: you must start from this and build the whole experiential aspect around it. Therefore, it becomes essential to take care of the location, the service and the interaction with the customer, trying to create a welcoming and pleasant atmosphere. Take care of the character of the location and décor: people appreciate venues that do not conform to trends, popular images and acquired styles. Create something new. Without exaggerating, of course. 

Also, do not overlook the importance of marketing and communication, which can help you retain customers and increase the visibility of the venue. It is thus essential to create a targeted strategy that highlights the uniqueness of the pinsa and addresses the target audience. Furthermore, it is important to take care of the restaurant appearance, which must be consistent with the gastronomic offer and the style of service.

In practical and less strategic terms, before even opening the pinseria, you must set up its website and, above all, you must open its social media accounts, and make sure to use them above all to interact with your audience, understanding their desires and needs. Events should certainly be organised, but opening a social page just to publicise them may not bear the desired fruit. 

Interact, talk to people, take pictures with them at your venue and post them (beware of privacy laws, though). In other words, strive to create a community. A bit of technology may help: a mobile booking system accessible via app gives an extra touch of practicality and modernity, attracting younger people. Accept all up-to-date and innovative payment systems, or you will lose your appeal.

Depending on the image you want to convey of your venue, you can then have offers and promotions that can both attract new customers and retain existing ones. In marketing terms, it is much more difficult to acquire new customers than it is to bring back those who have already enjoyed the quality of the product and experience offered, and who might also suggest the venue to others.

By creating the right mix between the quality of the offer and that of the experience, a pinseria can meet new consumer trends and stand out from the pizzeria scene, achieving almost instant success.