That’s one expensive pizza!
Jimmy Buffett called pizza the eighth wonder of the world. As a lifelong fan, I’d agree.
Pizza is arguably America’s most popular food. I’m from New York, where you eat it thin and folded. Others I know enjoy it in thick squares or made from English muffins.
Hey, whatever works for you.
My friend Sherrill recently posted a note on Facebook showing 3 frozen Giordano’s 10” pizzas at Costco for $69.99, including a $20 discount.
As a 10” pizza typically serves two people, I concluded $70 bucks for 3 pizzas was excessive. This was undoubtedly a typographical error.
Thirty-one cents per square inch (thanks for the math, Larry!) was WAY too rich for my blood.
Plus the social media feedback was split over the product’s taste, quality, and price. So the question remained: was there a typo in the catalog?
Thus off I went to Costco’s website, only to see the same offer. Hmmmm…
Next I wandered over to Giordano’s website, and discovered them offering 3 pizzas for $109.99, delivered. So it looked like Costco got it right. This IS a good deal…assuming you like Giordano’s pizza.
I’ve never knowingly eaten their product, prompting me to research Giordano’s on Trip Advisor. I found thousands who gave their restaurants great ratings, but the food was reportedly “Underwhelming.”
Given the choice between that experience and my local guy delivering pizza customized the way I want it, hot and fresh, why would I bother buying it frozen at Costco?
Now there are lessons here for other businesses: you can’t assume everyone knows who you are, what you sell, and if potential customers appreciate whether your offer is a good one.
Besides, as my research indicated, the results a potential customer turns up may not work in your favor.
Getting around this challenge might be as simple as giving away samples or hiring some micro-influencers. Had the post I’d read contained more glowing reviews from my friends, perhaps I’d have reconsidered.
But recognize going in that the higher the price point, the more a consumer will debate spending the money on whatever you’re hawking. And unless the evidence is overwhelmingly positive, you’ll stand to lose out to all but the most dedicated fans.
Especially when it comes to something as personal as pizza.
With that said, I wish you a week of profitable marketing.
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