Modern pinseria: marketing tactics and tools to attract new customers

Opening a new venue in the food service business is the start of a great adventure and creates a mix of challenges and rewards. In these pages, we have frequently discussed pinserie (or pinsa shops): how they originated and how they have grown worldwide. We have explored the theme of differentiation, which pinsa naturally creates, which gives a competitive advantage to those who embrace its philosophy, as well as innovation, versatility, and, above all, the quality of the experience that customers expect in a crowded market.

Today, we focus on something different: acquiring new customers through digital tools that anyone can access and use for their business's benefit. This is a slightly different topic from the usual, but it aligns with the needs of those embarking on a new adventure in this world.

Acquiring new customers is a natural challenge not only for pinserie but for the entire restaurant industry. While retaining loyal customers is important, a constant turnover is essential for growing your business and fuelling your ambitions.

Although a pinseria is (at least usually) a physical place, deeply tied to its fixed location, today restaurateurs can utilize a wide range of digital marketing tools to make their brand known, attract the attention of nearby residents and of those who might decide to make the trip, even from a distance. Not to mention that pinsa can be delivered, opening up an entirely different avenue for experimentation and business activities.

The great thing about digital tools for customer acquisition is that, unlike in the past, using them doesn’t require astronomical investments, though a clear strategy and defined goals are always necessary. Without these two elements, efforts are likely to be in vain.

The main tools: social media, blogs, and local marketing

Today, reaching a potential customer is within everyone's grasp because we have access to:

Platforms like Instagram, Facebook, and TikTok allow you to create engaging visual content that attracts new customers, especially in the restaurant industry.

Using these platforms to document the life of the venue, perhaps with a touch of humour and light-heartedness, helps create a connection with potential customers who will be more inclined to visit. Beyond contents, all these platforms also offer targeted advertising features to reach specific user segments, such as people who live or work nearby or those who have already shown interest in pinsa. Collaborating with local influencers is another option that can further amplify the venue's visibility.

Creating a blog or an online magazine related to the pinseria can be a great way to attract customers through valuable content. For instance, articles discussing preparation techniques, ingredients, and specific recipes from the shop or stories about local suppliers can intercept online searches from interested users, encouraging them to return to the site multiple times and ultimately leading them to visit the venue to try what they've read about.

Local marketing uses the geolocation capabilities of mobile tools (smartphones, tablets, smartwatches) to attract customers in the vicinity of the shop. This can be accomplished through advertising campaigns (e.g., Google My Business), which signal the presence of the pinseria to those searching for nearby dining options. Moreover, listing the venue in review apps and food guides, such as TripAdvisor, increases the chances of being discovered by new customers.

Although it has been somewhat overlooked lately, email marketing remains one of the most effective tools for maintaining a direct and personal contact with customers. Creating a mailing list of loyal and potential customers, gathered through the pinseria's website or social media interactions, allows you to send periodic newsletters that can include special promotions, exclusive events, or menu updates.

For those opening a pinseria, a successful strategy to stand out is organizing events that highlight the innovation of pinsa. Events like themed nights or guided tastings not only attract new customers but also create a memorable experience, linking pinsa to moments of conviviality and discovery.

However, the event needs to be advertised in some way. All potential customers navigate online and use smartphones, so using social media regularly is essential. Posting engaging stories and posts on Instagram, creating an event page on Facebook, and inviting people to share their participation are some of the tools that anyone can access, and when used consistently and skilfully, can truly make a difference.