Consistency helps pizza brands get a bigger piece of the campus pie

It’s no secret that college kids love pizza. Competition on college campuses is steep for ’zah, with national chains competing against each other and other local establishments. They compete for good reason: Pizza is a $30 billion-per-year industry, and college kids spend millions on pizza every school year. College students have choices on campus and expect a steady flow of offers and discounts in exchange for their patronage.

Keeping your brand top-of-mind is a full-time job. Pizza dine-in and delivery establishments also need to consider proximity. If you have a brick-and-mortar location within a half-mile of campus, you are in better shape than the shop that is a few miles away. Out of sight/out of mind is a real marketing obstacle. These places need to work harder by advertising more consistently, sweetening their offers, and building brand recall on campus. Once you address these challenges, you can essentially train college students to think of you when they’re hungry.

Here are some tactics Campus Media put together for a group of Pizza Hut and Wing Street locations that were trying to build their brand on campus and drive the trial of a new menu item. The marketing increased store traffic, increased deliveries to the campus area, and effectively reinserted the brand into the set of pizza options to consider on campus.

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About Jason Bakker

Jason Bakker is a native Minnesotan and has been working in the area of youth marketing for nearly a decade. He currently works with Minneapolis based Campus Media Group as the Director of Marketing and is responsible for following trends in the ever-changing landscape of youth culture and media usage, and for consulting advertising agency and national brand professionals on how to develop integrated marketing programs that reach college youth.