people will spend more when they
perceive they are getting more and today
you're going to learn how I made more
money by selling less pizza you're gonna
learn what the big national chains never
put on their advertising and you're
gonna learn how to amplify your sizes
and portions on your menu so people
spend more and order more let's get
started so here's the deal when I bought
my pizza shop I inherited two pizzas
sizes the 12-inch was a small and the
16-inch was a large that's just what
they called it that's what was on the
menu but it didn't take me long to
figure out that my large was bigger than
most everybody else is large the chains
they're large was a 14-inch you know
mine's a 16-inch over here and then
remember my small was a 12-inch but
everybody else's 12-inch they called a
medium hang with me because I'm going to
show you how I sold less pizza and made
more money so anyway when I figures I've
got this bright idea I'm gonna educate
my customers and let them know that my
pizzas are bigger than their pizzas
right I'll tell you when you got to
start getting into math and geometry and
our pizzas according to the
circumference of the circle so what I
finally decided on was instead of going
down the rabbit hole I'm gonna just make
it easy for my customers and use a frame
of reference they already have and so
here's what I did I went from a 16 inch
pizza down to a 15 inch pizza then a 14
inch pizza and I did this over the
course of just a few months right and at
the same time I gave my small pizza a
promotion and called it a medium now
instead of a small so now what I
accomplished was simplifying my message
right no more of this my pizza's bigger
than their pizza crap
I kept my prices intact and I lowered my
food cost on larges by 30%
now I'm on a level field okay now the
second thing I want to cover is that
you're going to notice a few things on
chain advertising let's go over this
first of all look at this large large
medium we got medium we've got large
large large we've got medium large what
don't you see on here well a couple
things one is you don't see small now
Pizza Hut has a personal pan pizza but
they don't have a small now why is that
the word small sounds small right so
they don't want to use that of inches
same thing inches sounds small so we got
medium and large and the word large that
conveys big so if you're using inches or
you're using the word small on your
advertising I'd stop that these guys
have tested and I would follow their
lead now in my book gun to the head
marketing I cover several ways that you
can amplify sizes and portions and it's
very simple let's cover that ounces and
inches first of all are the smaller
component of pounds and feet so we want
to stick with the bigger things not go
with the smaller things second and
that's why McDonald's doesn't sell a 4
ounce err they sell a quarter pounder
and it's why subway doesn't sell a 12
inch or they sell a footlong and that's
why if you've got an 8 ounce pasta salad
mix that you need to sell a half pound
and if you want to make that even sound
bigger it's a full half pound of pasta
salad ok so here's your takeaway
amplifying the size or portion of a menu
item cost you nothing but it makes it
easier for people to spend more when
they can clearly see they are getting
more
I bought your menu look for
opportunities to use a quarter pound a
half pound a third pound whatever
instead of ounces and you're going to
want to standardize your medium and
large pizza sizing to the national
chains then once you get past a fourteen
inch pie we're talking extra-large we're
talking jumbo monster the Beast okay
these are big and I want you to just
think of the smile you're gonna put on
that guy's face when he wanders in and
your order taker says are you the guy
with the ginormous sausage all kidding
aside if you haven't already subscribed
to my channel I'd love you to do that
now I'm posting new content regularly
and I don't want you to miss a beat and
also how are you using sizing or
portions on your menu and what are you
calling your really big pizzas I'd love
to hear from you let me know in the
comment section below I look forward to
seeing you next time