{"id":147267,"date":"2024-03-28T17:50:13","date_gmt":"2024-03-28T17:50:13","guid":{"rendered":"https:\/\/pizzatoday.com\/?post_type=topics&p=147267"},"modified":"2025-08-21T08:50:32","modified_gmt":"2025-08-21T08:50:32","slug":"marketing-desserts","status":"publish","type":"post","link":"https:\/\/pizzatoday.com\/news\/marketing-desserts\/147267\/","title":{"rendered":"Marketing Desserts"},"content":{"rendered":"

Getting customers to order dessert after a filling pizza can be challenging<\/h1>\n

People might not always save room for dessert, but it\u2019s possible to get them to order one anyway. Pizzeria owners say certain marketing cues can boost dessert sales, even after the customer eats some delicious, filling pizza. It helps to have attractive visuals, and to make the ordering process easy.<\/p>\n

For some, it\u2019s a wonder that people even want dessert<\/a>. \u201cSometimes we sit and we laugh at our menu,\u201d says Steven Dilley, owner of Bufalina<\/a>, Bufalina Due, and Palm Pizza in Austin, Texas. \u201cWe pull fresh mozzarella and fresh bread, and people order that and then pizza, which is essentially more of that, and we hope they order dessert.\u201d<\/p>\n

Dilley says his approach is to have a signature item, which is Vanilla Ice Cream with Sherry. That dessert evolved from Bufalina\u2019s investment in an ice cream machine, the restaurant\u2019s decision to use expensive real vanilla, and a wine vendor\u2019s visit one day after a sales call at another eatery. \u201cHe ordered ice cream and poured sherry on it that he had brought,\u201d Dilley says. \u201cWe all tried it, and it\u2019s been on the menu ever since.\u201d<\/p>\n

Also on the menu is Olive Oil Cake<\/a>. The cake was one of the original desserts when Bufalina opened in 2013. The restaurant took the cake off the menu in 2016, then reintroduced a new version when the chef produced a different iteration. The cake is not only delicious on its own, Dilley says, but serves as a canvas for seasonal fruits such as summer berries and peaches or autumn apples. The changes are often inspired by produce available from a local farm, and the eatery announces the various offerings on social media.<\/p>\n

Just as the seasonal fruits change, so does the availability of the cake itself. Bufalina takes the cake off the menu occasionally, and then brings it back, letting people know through Instagram that the popular dessert has returned.<\/p>\n

Visual cues <\/b><\/span><\/h2>\n

Social media<\/a> can play a role in generating excitement about desserts. \u201cThey are included in our social media presence,\u201d says Samantha Monterosso, brand manager for Dough Counter<\/a> in Denver. \u201cObviously people love to see pizza on your social page, and they want to see extras too.\u201d<\/p>\n

While high-quality food photos can help increase online orders of desserts, at the restaurant it helps to have an appetizing display. \u201cDessert is an order with your eyes,\u201d Monterosso says. \u201cRemember when you went out for a nicer dinner in the 80s or 90s and they brought out the dessert tray? You were getting excited for cheesecake before your appetizer got to your table.\u201d<\/p>\n

Dough Counter, from the family that owns the two-location Marco\u2019s Coal-Fired<\/a> in Denver, opened in September 2023. The cake slice display case is one of the first things customers see when they enter the space. The case shows slices of Bumpy Cake, an iconic Michigan layer cake that features a fudge frosting poured over ribbons of vanilla buttercream, creating bumps. There are also Celebration Cake Slices, and for a limited time, Triple Chocolate Mousse slices.<\/p>\n

The appearance of buttercream, sprinkles, and chocolate evoke nostalgia, a big driver of dessert sales. While Dough Counter occasionally offers decorated cakes such as for Halloween, the pizzeria typically sticks with the three different layer cakes. That simplifies operations, and helps the eatery establish its brand. \u201cWe\u2019re not going to do the honey lavender lemon zest,\u201d Monterosso says. \u201cOthers have French bakery in their lane. We are Bumpy Cake lane, Celebration Cake lane.\u201d<\/p>\n

Another driver of post-pizza dessert sales<\/a>, perhaps counterintuitively, is that the slices are oversized. \u201cFor pizzerias, something sharable is nice,\u201d Monterosso says. \u201cWe market it as to share, or have some tomorrow, that sort of thing.\u201d Dessert sales are higher during weekends when customers are in treat mode.<\/p>\n

Online ordering <\/b><\/span><\/h2>\n

About 65 to 70 percent of the pizzeria\u2019s orders are takeout or delivery, so it\u2019s important to have the right packaging for the large cake slices. \u201cWe have many guests whose only interaction with Dough Counter is online and they never come in,\u201d Monterosso says. \u201cLittle things like giving them the right size container matter.\u201d<\/p>\n

Customers tend to order dessert more often when they order online, says Antonio Gambino, co-founder of Tono Pizzeria + Cheesesteaks<\/a>, with six locations in Minnesota. \u201cSpecifically the cookies, they can just click and boom, it\u2019s in their bag,\u201d he says. \u201cThey have more time to look at it.\u201d<\/p>\n

When people order at the counter, they might feel rushed by the prospect of other customers waiting to order, so they skip dessert. That might change, as Tono Pizzeria + Cheesesteaks recently installed two ordering kiosks at one of the stores. Not only is it easier to order by tapping on a screen, but the system is set up to ask the customer if they want to add cookies or ice cream to the order. Although the location still has an area to order at the counter from a human, the technology relieves the staff from having to do a verbal upsell, and frees them up to perform other tasks.<\/p>\n

Other selling points<\/b><\/span><\/h2>\n

Tono Pizzeria + Cheesesteaks offers two desserts, cookies and ice cream. Both are sourced from local vendors, a detail that helps sales. \u201cPeople love to support local businesses,\u201d Gambino says. \u201cWe don\u2019t brand it as our cookie or ice cream. We brand it as theirs.\u201d The cookies are from Sweet Troo Vi, a vegan bakery that is based in the Twin Cities and sources ingredients locally. The ice cream is from Minnesota Dairy Lab, and is available in flavors such as Heath Bar, Cookies & Cream and Vanilla.<\/p>\n

The cookies are also on display at the stores, which helps boost impulse sales. People grab a cookie and add it to their purchases as they stand at the counter, and eat it after their meal or later in the day, as a snack at the office or at home. Because of their portability, cookies outsell ice cream, but both are popular among families. \u201cIf they have kids, they say, \u2018All right, you ate your dinner, you can have a cookie and\/or ice cream,\u201d Gambino says.<\/p>\n

NORA CALEY<\/strong> is a freelance writer who covers small business, finance and lifestyle topics.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Getting customers to order dessert after a filling pizza can be challenging People might not always save room for dessert, but it\u2019s possible to get them to order one anyway. Pizzeria owners say certain marketing cues can boost dessert sales, even after the customer eats some delicious, filling pizza. It helps to have attractive visuals, […]<\/p>\n","protected":false},"author":13,"featured_media":147275,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[3236],"tags":[378,279],"topic":[3255],"class_list":["post-147267","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-desserts","tag-marketing","topic-brand-marketing"],"acf":[],"yoast_head":"\nMarketing Desserts - Pizza Today<\/title>\n<meta name=\"description\" content=\"Marketing Desserts can be a challenge for restaurants and pizzerias. 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