Chain Leader

Vaughan Lazar

Keeping Your Customers in the Loop
July 23, 2008

Shaping a business is all about decisions. For example, choosing vendors to source ingredients through, practices upheld in your restaurants, standards for upholding customer service, developing systems to make your restaurant run efficiently, marketing, and so on.

In building Pizza Fusion, we put the emphasis of our business model on doing what was right for the environment and the health of our customers. We sourced organic ingredients and built the foundation of the restaurant upon environmental sustainability and treating our employees well. Believe it or not, we put profitability last. I realize this is typically unheard of, but it was what we believed whole-heartedly in and was the initial motivation for starting our restaurant in the first place. We wanted to run a business that was based on quality of life; that we felt proud to be affiliated with and was rewarding beyond financial means.

In the beginning, aside from our tagline--'Saving the Earth, One Pizza at a Time'--we didn't really do a whole lot to promote all of this. Initially, we thought personal dialogue between us and our customers would carry the word-of-mouth about what we were doing. 

I'll be the first to admit we were a little unaware of the power of educating our customers. There is substantial value in what you're doing uniquely with your restaurants. Educating consumers on these positive attributes, such as sustainable practices, quality of food, care for your employees, and philanthropic support, distinguishes your restaurants and gives your customers additional validation to visit your locations over your competitors.

For example, Pizza Fusion is the most environmentally friendly restaurant in America. We've taken that information and communicated it to our customers in a way that creates a positive experience for them; making them feel good about eating our restaurants versus a traditional operation. However, you don't have to be a "green" restaurant to do this.

Simply look for the things about your product, like the healthfulness, or any story behind your brand that might be of interest to the consumer and leverage it in your marketing, communications, and service, which brings me to my next point. Training your staff, specifically those that interact with your customers, to relay this information to your customers when opportunities arise will add to the overall experience of your restaurant while making your staff appear informative and caring.

This information can resonate with consumers to earn their loyalty by providing them with the understanding that they're supporting a business that goes above and beyond its obligations to do something positively different. 

Additionally, when appropriate, it can create a comfortable transition to an up-sale. "Did you know that we only source organic wines that are produced in harmony with the environment? I'll be happy to get you a glass if you'd like to try one."

This practice can be seen at most high-end restaurants where the wait staff is very knowledgeable of the product line. Whether asking for their opinion on a specific wine or inquiring what goes into the preparation of a specific menu item, a quality establishment has a well-versed wait staff that can respond promptly and punctually to such questions.

There are so many stories behind Pizza Fusion that educating our customers is instilled at all levels of operations, from our marketing and customer service to our franchising and corporate communications. Encouraging our franchisees to embrace this philosophy has enabled Pizza Fusion to avoid the negative stigma perceived with most chains. Also, it adds a personal touch to all our restaurants so that no matter which Pizza Fusion you walk into, you're going to have an experience unlike any other restaurant.

Posted by Vaughan Lazar on July 23, 2008 | Comments (2)