Go Small or Go Home
Sure, some customers will always order your largest meal deals and seven-topping pizzas. But others are finding that smaller is better. We saw harbingers of the small-size movement in the explosion of tapas and bite-size desserts, both of which have appeared in the top 10 on the National Restaurant Association’s “What’s Hot” survey for the past two years. Now everything comes in “mini”: Burger King released its Burger Shots and Breakfast Shots; Jack in the Box debuted its Mini Sirloin Burgers; and The Great Steak & Potato Co. introduced the Little Philly 3-Inch Slider. The movement has swept fast-casual, too: Check out the new slider menu at Applebee’s and the addition of Sweet Shots (shot-sized desserts) at Chili’s.
Pizzerias have always been great at customizing sizes and ingredients—no doubt part of the reason why pizza is such a crowd-pleaser. But maybe you need to consider going smaller in your own operation. In the May issue of PMQ , we report that Copiague, New York-based Mama’s restaurant and pizzeria is having great success with its menu of “pizzettes”—smaller pizzas that appeal to kids, weight-watchers and penny-pinchers alike. Why not add a mini calzone or a smaller sandwich to your lunch special menu? Not only do these items require less ingredients; they also raise the fun factor and are easier to eat on the go–perfect for our times, when an hourlong lunch break is a thing of the past. And, if you market your minis as healthy and/or gourmet options, you may even choose to charge almost the same amount as you would for the regular size!
Are you planning to follow in the footsteps of competing businesses that have realized that going small is the next big thing? Or have you already taken steps to go smaller at your pizzeria? Email me at tracy@pmq.com.
Tracy Morin
Managing Editor, PMQ pizza Magazine
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