To stand out in today’s competitive pizza environment, sometimes you’ve gotta look beyond the dough, sauce, and toppings.

Trading in your paper waiter pads and pens for online and digital tools can give you that edge needed to impress patrons and even improve employee morale. Here are some best practices for optimizing your online presence to build your company’s visibility and drive sales.

Be Findable!

One of the greatest advantages of building an online presence is that you become more “findable” to a greater audience — meaning you can draw the attention of people that live across the city, state, (or country!). That’s why it’s essential that people can find you both IRL and online. For example, make sure your business is updated in Google Maps. Create or claim a Google Business Profile and update essential info such as your address and hours of operation.

Tip: Make your business profile robust. Google claims that people are 70% more likely to visit businesses with complete profiles.

Think about where else people might be looking for you. For example, if you serve a younger, more social media savvy crowd, you might create an Instagram or TikTok account. If your local community is more active on Facebook, create a page there. Use both Google Maps and your social feeds to set expectations with diners on what your restaurant is like. For example, note whether or not you take reservations, if you have preferred payment methods, if you allow pets on the patio, and so on.

Streamline Takeout and Delivery

You can also optimize your takeout and delivery experience from order to drop off using online tools like the following:

• Make your menu accessible. Ensure people can easily view your menu, whether they’re using a laptop or smartphone. Post your menu on your Google Business Profile.
• Ensure your POS works well with others: Choose a POS system that integrates with online ordering and delivery platforms, such as Square or Touch Bistro.
• Choose a delivery method that works best for you: For your own delivery team, consider software like Ordermark or Menufy to optimize delivery routes and track orders in real-time. Third-party provider services like DoorDash and UberEats take all logistics off your plate and can expose you to a wider audience.
• Be transparent: Keep people in the loop on when their pies are being prepared and delivered through SMS (aka texting) tools like HungerRush.

Use Social Strategically

You don’t need to post on social media hourly, or even daily, to build awareness and drive sales. When planning your social strategy, think about posting in these three buckets:

• Tell your brand story. Include a few bookmarked or “pinned” posts on your profile that dive into your restaurant’s unique story. Show off your menu and don’t be afraid to post behind-the-scenes shots to build a human connection with your community.
• Provide timely updates. Let people know about important and timely announcements, such as unexpected closures due to weather, changes to hours, etc.
• Run marketing campaigns. Promote events designed to drive sales, such as happy hours, trivia nights, or holiday-related deals.

What About AI?

Is it too soon to start thinking about AI in your restaurant? According to PMQ Pizza’s “Pizza Power Report 2024,” AI is already here and making waves. For example, Jet’s Pizza claims it has already fulfilled more than 5 million orders with its OrderAI Text and OrderAI Talk systems from its POS vendor, HungerRush.

While the true ROI of adding AI to pizzeria operations is unknown, it’s recommended that AI-curious restauranteurs consider experimenting with AI for customer service, marketing personalization, employee scheduling, and more.