Pizza Sales Letter Template for Every Door Direct Mail

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By: Chris Barr

If you’re like most pizza operators, you’ve probably asked yourself the question, “How the heck can I get new customers in here?” It’s an important question and there are many ways to find new customers.

With this in mind, it’s important to fully understand exactly what happens when you advertise to potential new customers.

Here’s the usual chronology of events:

  1. They find out what your restaurant has to offer (food type, delivery, specials, etc)
  2. They find out where you are located (are you near the shopping mall, close by, far away, etc)
  3. They compare your offers to competitors (are you a $10 pizza chain or something better)
  4. They decide if your customer service is good (convenience, ordering process, speed, etc)
  5. They decide if your food is a great value, or a waste of time and money
  6. They place an order, save your menu for later, or trash your offer

But before any of this is possible, you must give local households a reason to visit your restaurant and order from you. This is the key to landing that critical “first order” and creating a loyal customer for life. You must impress them and get on their good side as quickly as possible.

Based on experience, I believe that direct mail marketing is still the most effective tool for new customer acquisition (in the pizza industry). There is simply no substitute for mailing your menus and coupons directly into every home around your restaurant. By doing so, you “force” the reader to handle your advertisement and see your offer. No other form of marketing is as invasive as direct mail. Unlike radio, television, or web ads, the customer can’t block, ignore, or “turn off” a direct mail offer.

How Can You Improve Your Direct Mail Menu?
To improve your response rates, it’s all about having a great offer. There is no better offer than a Free Pizza!

Design a powerful sales letter into your direct mail menu offering new customers a Free Pizza in exchange for a visit to your restaurant (and their loyalty). To instantly grab their attention, the cover of your direct mail menu should focus on the food and say something like “FREE PIZZA COUPON INSIDE!”. Once they open your menu, they see a “FREE PIZZA” offer right in front of them in the form of a sales letter.

Here’s an example that I have put together and tweaked over the years. It combines a strong call to action (free medium pizza) while empowering the customer to “decide for themselves” if they want food from a big chain, or local quality-based restaurant. Edit this sales letter to highlight the strengths of your restaurant and include it inside your next direct mail campaign. Chances are, you will see a

sales letter for pizzeria(click to enlarge)

menu sales letter example(click to enlarge)

Remember, this is only a suggestion to help improve your response rates and bring in new customers. Since every restaurant is different, you may want to change or modify the offer and message to play to your strengths. Determine what a new customer is worth to you (long term) and plan your marketing campaign from there.

Good luck and happy marketing!

BONUS TIP: Make sure that you capture contact information for all new and existing customers as they place orders and redeem coupons. By obtaining their “opt in” email addresses and mobile phone numbers, you can advertise to them via digital mediums (for pennies) in the future. Compiling a customer database is going to be key to your future growth in the digital age.
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