{"id":148605,"date":"2025-01-24T19:55:33","date_gmt":"2025-01-24T19:55:33","guid":{"rendered":"https:\/\/pizzatoday.com\/?post_type=topics&p=148605"},"modified":"2025-08-21T08:50:26","modified_gmt":"2025-08-21T08:50:26","slug":"small-market-success-marketing-for-the-small-town-pizzeria","status":"publish","type":"post","link":"https:\/\/pizzatoday.com\/news\/small-market-success-marketing-for-the-small-town-pizzeria\/148605\/","title":{"rendered":"Small-market Success: Marketing for the Small-town Pizzeria"},"content":{"rendered":"

Marketing Tips for Small Market Pizzerias<\/h2>\n

Most restaurant marketing advice assumes you\u2019re in an urban area. What about pizzerias in small towns<\/a>? Can they succeed by the same rules? Or is marketing a different game when you\u2019re located in low-population rural or recreational areas?<\/p>\n

We talked to three pizzeria owners, all thriving in small markets<\/a>, to find out.<\/p>\n

Rick Herman is CEO of Log Home Wood Fired Pizza<\/a> in McGregor, Minnesota, population 350. He launched the business with his wife Nancy in 2014. They offer counter service and whole pies, with indoor seating and seasonal outdoor seating.<\/p>\n

Weather Grace Preston is co-owner with her parents of Cross Eyed Cow Pizza<\/a> in Oro Grande, California, population around 1,000. It\u2019s on old Route 66 between LA and Barstow. Their model is counter service and whole pies, along with a two-slice-and-a-drink special. There\u2019s plenty of indoor and outdoor seating.<\/p>\n

Joe Ledwidge and his wife Maria founded Ranger Joe\u2019s Pizza<\/a> in Kalispell, Montana, population around 25,000. Their business is primarily pickup and delivery, with a few indoor and seasonal outdoor seats. They offer a slice bar from 11-2 weekdays, but focus on whole pies.<\/p>\n

Here\u2019s their advice.<\/p>\n

Customer Relations<\/b><\/b><\/h3>\n

Our sources agree that focusing on the customer is vital, especially in a small town. \u201cGet to know your customers by name, know what they like to order,\u201d says Ledwidge. \u201cCustomers truly appreciate this, to them it is huge. Show them that you\u2019re happy they picked you.\u201d He trains staff to offer a friendly greeting to everyone who enters the shop and doesn\u2019t let anyone slide on this. He believes it\u2019s important to
\n\u201cresolve issues immediately \u2014 things get around quick in a small town.\u201d<\/p>\n

Herman says \u201cwe focus a lot on our customers because we know most of them when they walk in the door. Being in a small town, it makes a huge difference.\u201d <\/span><\/p>\n

Ledwidge points out that \u201cif you are the face of the brand, people often look at you as a celebrity figure. Don\u2019t disappoint them. Customers really love hearing directly from the owner. Be present as an owner, let them see who brings them their favorite pizza through the work of your amazing staff.\u201d<\/p>\n

Small-town newspapers<\/b><\/span> still play a vital role in their communities. All of our sources emphasized the value of the local newspaper. \u201cI know paper is kind of a dying thing,\u201d says Preston, \u201cbut it\u2019s still a primary source to learn about things to do in small towns. We can pay money for all these different advertising experiences, but your local paper and word of mouth are gonna be your best bet. Word of mouth and knowing your base, your customer, your community is the gold mine for marketing.\u201d<\/p>\n

Log Home Wood Fired Pizza advertises weekly in the food section of the local paper, \u201cso anytime we have a new promotion or a new item, they’re here taking pictures blowing it up for us,\u201d and tasting it, too. Herman observes that local outlets are hungry for anything new to print, so it\u2019s easy to be part of the news.<\/p>\n

Log Home\u2019s tagline is \u201cArtisan Pizza of the Northwoods.\u201d Their menu reflects this identity. You\u2019ll find pizzas named Lumberjack, Smokehouse, Hunter and Evergreen on their menu. They serve a giant pretzel called Sasquatch. It\u2019s all part of maintaining a strong brand that identifies closely with their location.<\/p>\n

Social media is essential. Herman\u2019s wife Nancy is a marketing professional and handles their social media marketing. \u201cWe focus on what message we want to get out. Our colors and graphics are always the same, and that makes a huge difference.\u201d Their number of Facebook followers is well over 10 times the local population.<\/p>\n

Ledwidge says it\u2019s important to \u201crespond in person to any social media comments or questions. Don\u2019t let too much time pass by. It dulls the impact of your response.\u201d He urges operators to set up alerts from review sites so you are notified immediately if there\u2019s a negative review and you can \u201cjump in to figure out a resolution with the customer right away.\u201d<\/p>\n

Authenticity<\/b><\/b><\/h3>\n

\u201cBe yourself,\u201d advises Ledwidge. \u201cCustomers love authenticity. This is critically important if you are the face of the brand. Show people who you are and why you love doing what you\u2019re doing. Your passion will become contagious.\u201d<\/p>\n

\u201cGet your story out there,\u201d urges Preston. Everyone wants to hear your story. Don’t let other people write that story for you \u2014 only you can tell your story.\u201d She says, \u201cwe\u2019re a creative family\u201d and it\u2019s reflected by the d\u00e9cor. Their barn-like structure is topped with an airplane wing and chock full of funky, creative stuff. \u201cWe’ve got local art all over the walls. We’ve got murals outside. There are photo opportunities
\neverywhere. We\u2019re just trying to improve the customer\u2019s experience every time.\u201d<\/p>\n

Community means everything in a small town.<\/b><\/span> Every source emphasizes the importance of collaborating and contributing.<\/p>\n

Log Home procures its Sasquatch pretzel from a nearby bakery in Duluth, and partners with other local small businesses to use their products. As a small business in a tiny town, they\u2019ve had to coordinate with other businesses including the grocery store to source ingredients. Herman is a very active member of the local chamber of commerce. He personally plays Santa at the pizzeria\u2019s \u201ccookies with Santa\u201d event. As a former educator, he\u2019s launched a program that rewards kids with pizza for reading at home, and he\u2019s also established a scholarship.<\/p>\n

Preston\u2019s pizzeria hosts the annual Oro Grande Round Up, and a huge car show every April. \u201cWe have street vendors, a DJ, a band, we do t-shirts and trophies. There\u2019s free games and face painting for the kids and all the proceeds that we make from that event, we try to put back into the community.\u201d<\/p>\n

As a business owner in a small town, \u201cyou have the ability to know the community on a more intimate level,\u201d says Ledwidge. \u201cGive to the community whenever possible,\u201d with gift cards, pizzas and your time, such as cooking classes. \u201cSupport local charities, schools and organizations. Participate in community events, non-profit events and even for-profit events. You will get the benefit of helping others and free marketing at the same time. It\u2019s also important to support and promote other businesses. They are part of the community that is your bread and butter.\u201d<\/span><\/p>\n

While operating a pizzeria in a small town may have unique challenges, it can be rich with rewards. Our sources have found success and satisfaction by become part of the fabric of their communities, a pie at a time.<\/p>\n

Annelise Kelly <\/b>is a Portland, Oregon-based freelance writer.<\/p>\n","protected":false},"excerpt":{"rendered":"

Marketing Tips for Small Market Pizzerias Most restaurant marketing advice assumes you\u2019re in an urban area. What about pizzerias in small towns? Can they succeed by the same rules? Or is marketing a different game when you\u2019re located in low-population rural or recreational areas? We talked to three pizzeria owners, all thriving in small markets, […]<\/p>\n","protected":false},"author":13,"featured_media":148596,"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":[279,2923,2922,2921],"topic":[3255],"class_list":["post-148605","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-marketing","tag-marketing-in-a-small-town","tag-small-markets","tag-small-town-pizzerias","topic-brand-marketing"],"acf":[],"yoast_head":"\nSmall-market Success: Marketing for the Small-town Pizzeria - Pizza Today<\/title>\n<meta name=\"description\" content=\"How can a restaurant thrive in a small market. 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