Boosting Profits

Price Rounding

When setting menu prices, restaurateur Joseph Cristofaro wisely rounds up each entrée to the next $0.95 ($11.95, $12.95, $13.95). Studies show that consumers think about menu menu prices in ranges, not exact dollars and cents. Subconsciously, most round up prices under $5 to the nearest 25¢ ($3.10 feels like $3.25), $6 to $10 to the nearest 50¢, and over $10 to the next $0.95. Since $11.55 and $11.95 feel the same to patrons, not rounding up would “leave on the table” $0.40 for every unit sold!

Joseph Cristofaro, Owner Napoli’s Pizza and Grill Lake Worth, FL

Neighborhood W.O.M.

Pizzaiolo Rocco Agostino used a unique marketing approach to create neighborhood buzz. He “partnered” with another popular neighborhood restaurant, Porchetta and Company, to feature artisan pizzas topped with their signature porchetta, slow roasted marinated pork shoulder wrapped in prosciutto and pork belly. Not only did the pizza taste really good, both restaurants benefitted from being introduced to the other’s customer base!

Rocco Agostino, Owner Pizzeria Libretto Toronto, ON

Entrée Pizza

To upscale their pizzeria restaurant, the Spadafora family traded up to ultra premium toppings, like freshly shaved prosciutto, fresh bocconcini, freshly grilled peppers, etc., while dropping their large “family sized” pies from the menu, in favor of 11” entrée sized versions (at entrée prices). Repositioning their pizza from “affordable family meal” to “upscale Italian entrée” helped elevate their place in customer minds to authentic ristorante offering gourmet Italian style pizza vs. a family style pizzeria who also serves Italian.

Silvio Spadafora, Owner Valentino’s Stony Creek, ON

Leveraging Delivery
Car “Seat Warmers”

When Independent delivery driver Mike Urda places insulated “hot bags” on the passenger seat of his Mitsubishi Galant, he activates the car’s passenger seat warmer. Warming the seat under the bag helps offset heat lost despite the bag’s insulation. He does this year round, since his car’s summer air conditioning cools as much as winter chill. The gesture costs Mike nothing, yet keeps the food a little warmer, enhancing the customer’s enjoyment of their soon to arrive meal!

Mike Urda, Independent Driver D’Ottavio’s Italian House Hollidaysburg, PA

Donating Soup
Maximizes Fresh Flavor

Dave DeGeorge makes soup from scratch in order to make it taste its freshest. For the exact same reason, he donates any homemade soup remaining after three days to a local halfway house. Donating older soup (rather than just selling it) may increase his food costs a bit. But Dave considers it a small price to pay compared to knowing his customers always taste his food at its best! It is the same quality oriented philosophy which has helped keep generations of the same loyal customer families coming back to his family’s place for the last 65 years!

An unexpected side benefit of donating is that community volunteers at the halfway house have noticed Dave’s generosity and tried his place as a result. Several have since become loyal regulars!

David DeGeorge, Owner Lakeway Restaurant Ashtabula, OH