How much money can a bar owner make selling Giovanni’s Frozen Pizzas? While there’s no single answer to this question, it depends on how “sticky” your frozen pizza is. Fortunately, sticky pizzas have nothing to do with the texture, ingredients or anything else that would affect a customer’s enjoyment—especially when you source your pizzas from Giovanni’s.
“Sticky” items keep your customers in your bar longer, spending more money. Is it time for you to embrace sticky food?
What’s a sticky pizza?
Sticky food items help you keep your customers on the premises and improve your returns. For example, if you purchase a pizza for $8.25 and charge the customer $16.50, you’ll pay for the food and earn an additional $8.25. However, the real benefit is that your customer is going to be in the bar for at least another half hour. Since it takes about 15 minutes to cook the pizza, and another 15 minutes for the customer(s) to eat it, that’s more time they will spend inside the bar, ordering drinks.
That means the pizza you sold is “sticky”—and it could be the difference between keeping a customer for the whole afternoon or evening, versus letting them leave for a restaurant or the next bar.
Why sticky pizzas are a smart business strategy
The key to making money is keeping your customers in the building. In fact, when a customer is on the premises longer, they have more time to become acquainted with your place. Whether they’re regulars or newcomers, they’ll spend that time waiting for food looking around. Perhaps they’ll see your posters promoting a pool tournament, or the musical entertainment you booked for Friday night. Better yet, the more they get to know you and your staff, the more they start to feel like this is one of “their” bars.
Let’s use the $16.50 pizza as an example. Buying the frozen pizza for $8.25 and selling it for twice as much means that you have a 50 percent food cost. That’s not a great percentage in the food business—but are you really in the food business?
If you’re a bar that serves drinks as your primary profit center, then your business strategy needs to support that model. In other words, your bar needs to have lots of “sticky” features. This could be a pool or foosball table, outdoor areas with games and heat lamps, old-fashioned video games or plenty of TVs to broadcast the hot sports games. All of these things are “sticky.”
Bar food, including frozen pizza, is sticky. It’s there to keep your customers drinking longer. To that end, you should price it accordingly. When you charge close to pizzeria prices for your frozen pizzas, you will sell fewer pizzas than you could if you charged less. This is an opportunity for strategy. What if you charged $11 or $12 for your pizzas? If pricing the pizza in a lower range causes more customers to order pizzas in-house, that extra half hour per customer really starts to add up. Now that’s sticky!
When you need sticky bar food, like frozen pizza, Giovanni’s Frozen Pizza can help. Call us today to place your order.