Pizzeria Restaurant

Services Completed

1. Where do you see your business in 5 years? – First I met with the owner to understand the marketing needs and business goals
2. Filled out the Google Business page Questionnaire, asking the owner for information including Business Name, Address, Hours etc
3. Captured photos of the store and products and taught the owner how to take photos and upload them to Google
4. Created a Google Business page
5. Designed in-store and digital menus in English and Hebrew
6. Designed and installed in-store signage
7. Designed and installed a Google and Facebook QR sign
8. Designed a business card
9. Ran 5 PPC ad campaigns, 3 on Google and 2 on Facebook
10. Created an ordering code system to make it easier to take orders
11. Helped the business owner test new product offerings

Services Explained

Google Business Page Questionnaire

I asked the owner questions to learn about marketing and business goal, and also wrote down business information to upload to Google.

Smartphone Photography

A 140 dollar Realme smartphone was used to take photos for the first 10 months of marketing the business. After that, an iPhone 13 was used.

Google Business Page

After taking the photos, I created a Google Business page for the business, which included submitting the following information to Google for approval;

• Business Name
• Address
• Business Category

Once the page was approved, I added the rest of the business information and photos.

I also added a business summary and applied relevant attributes (Wheelchair accessible, NFC payments) to increase the conversion rate of the Google Business Page.

Facebook Business Page

I created a Facebook Business Page to help build community, and added around 10 photos and videos posts with copy for oeople to engage with.

Menu Design

During the first week of helping at the business, I noticed there was no menu for customers so employees had to verbally list the pizza toppings, sizes and prices.

Having no menu made it harder for customers to remember all the toppings available, and many times the employees didn’t say the full list.

Below are menus I designed in English and Hebrew, which helped both employees and customers with ordering and paying.

In-Store Signage

Next, I designed and installed in-store signage to educate the customer on what’s available to order. Signs included:

• Pizza toppings available
• Per slice pizza and the price
• No Cards Accepted sign
• 9m long overhead menu (in progress)

Google and Facebook QR sign

I created a Google and Facebook QR sign to make it easy for customers to either review the business on Google or like and follow on Facebook.

Below is the QR code sign installed at the pizzeria:

Interactive Features

I also designed and installed interactive features to enhance the user experience. Features include:

• A bell communication system for customers
• A tip cup system so customers can vote on their preferred topping

Business Card Design

I designed a business card with the business name, address and phone number on the front. The back makes it easy for customers to support the business on Facebook or Google.

Instagram Business Page

I created an Instagram Business Page for the purpose of Pay-Per-Click advertisement since the business chose Facebook for their primary community building platform.

Google and Facebook Paid Ads (PPC)

I ran and A/B tested 5 PPC ad campaigns (3 on Google and 2 on Facebook) resulting in 42,000 impressions, 590 clicks and a 1.5% click through rate over the course of 6 weeks.

Google Pay Per Click (PPC) paid ad results;:

Facebook Boosted Post paid ad results:

Ordering Code System

I created an ordering code system by assigning a symbol, either in English or Hebrew, to represent each topping a customer can order to make it easier for employees and to decrease ordering time.

New Product Testing

Introducing salads as an offering would provided healthy options to the pizzeria’s existing customers and lead to a higher spend per purchase.

I worked with the business owner to create a menu, decide on serving sizes and price, and received customer feedback.

Below are sample salad menus I designed in English and Hebrew.

I also helped the business owner test black sesame breadsticks, which could be made with the same dough used to make pizza.

Introducing a new product that doesn’t require many new ingredients to source and store is easier for a small business to execute and maintain as a consistent offering.

Thanks for viewing my case study!

If you’d like help marketing your local business, contact me to get started.