Local Store Marketing

Jafar ShariffRegional Success

What caused Shariff Region Success?

• Blanketing Areas with Limited Time Offers

…and of course

• GREAT PIZZAS, 20 MINUTES– Shariff Region has the best service in the franchise

Measuring Success

How?

THE RIGHT PLACES

The Right Places

• Blanket Your Area– Hit businesses, strip malls, residences, everything!

• Hit the area the day before the special starts.– If too far in advance, customer may forget– What areas to hit and when:

• Low Income – beginning of month• High Income – end of the month

The Right Places• Use a map to cover where you’re going and

where you’ve gone– Customers shouldn’t get a flyer more than once a

month

How?

THE RIGHT PRICE POINT

The Right Price Point

• When coming up with LTO’s:– Watch your Food Cost! You need to make money

too! (I changed my offers)– Think low…but not too low!– Very low volume stores can be more aggressive– Weekday Flyers – more aggressive, especially

Monday– Follow the Supply Chain Portion Chart…

How?

THE RIGHT PRINT

The Right Print

• Flyers – All are Black Ink on White Paper– Except Lunch Flyers – Black Ink on Colored Paper

• I’m in charge of everything!– Specials– Print– Drop– Pay– Deliver

• I follow a flyer philosophy…

Shariff Flyer Philosophy

You may need assistancefrom someone with

computer experience

..or in 2 to 4 days

This creates a sense of

URGENCY

Change the Look of Your FlyersDon’t let the customer get used to seeing the same thing over and

over again!

Several Days

One Day

Seasonal

Keep in Mind…

• Don’t Boxtop with Flyers• Don’t Flood the Store with print (2000 at a

time)

How?

THE RIGHT PEOPLE

The Right People

• Managers –Feed off each other’s success–Try to compete with each other

The Right People

• MITs–Meeting in low volume stores–Want to have record week–Will be groomed to build sales

when they become managers

The Right People

Measuring Success

Measuring Success…

• Prior to Period 8 – followed the crowd

• In Period 8 of 2007 – changed marketing methods

• Here’s the result….

Measuring Success…

Remember the 4 P’s

LACESRICE POINTRINTEOPLE

And of course…

Always Remember:

•GREAT PIZZAS, 20 MINUTES!