Chicago-based Pizzeria Uno has begun a resort conversion program that brings in each resort visitors and locals. It offers Uno extra recognition and brings that sturdy branding to accommodations. Three items are open up to now.
This 12 months, Pizzeria Uno created a restaurant conversion technique during which the model turns present eating places in accommodations into pizzerias. The result’s two-fold: Uno provides one other restaurant to their depend and will get the identify recognition, and accommodations get a well known restaurant with signature pizzas that brings in additional than resort visitors. It brings in locals as effectively.
Thus far, three resort eating places have been transformed to Pizzeria Unos, in Schiller Park, Illinois, Indiana Dunes, Indiana, and Farmington Hills, Michigan. Every one has seen a 100% to 200% enhance in pre-conversion gross sales.
The model expects to have 10 extra open or beneath settlement by the top of the 12 months. In all, Pizzeria Uno at the moment sits at 80 eating places, with 32 of these being company owned.
Pizza Market talked to Eric Frederick, CEO of Pizzeria Uno, and Chris Dellamarggio, head of promoting for the Chicago-based model, in a cellphone interview to study extra in regards to the resort conversion program and what Pizzeria Uno is bringing to the desk in accommodations.
Q. What is the impetus behind the brand new restaurant conversion program?
Frederick: We needed to develop. The corporate hasn’t added a brand new home franchisee in over 10 years. Finally, the most effective technique includes fixing an issue for any individual else and doing one thing a little bit bit totally different than what the remaining is. We began to look and stated: “The excellent news is that everyone loves pizza. The unhealthy information is that nearly everybody has a pizza place they go to. … We began to consider accommodations. They’re in hospitality. And if you concentrate on a resort, they watch all these takeout pizzas come throughout their door. Somebody has a lacrosse event and so they carry all their children there and so they’re getting a ton of pizza from any individual else. Now (the accommodations) get the income. As a result of Pizzeria Uno is a full-service restaurant, they have a full-service menu. It is not simply pizza. Lots of people know us for deep-dish however we have got skinny crust and Detroit-style, too. We promote rooster, fish, steak, superb pasta dishes and appetizers, so we slot in effectively with their clientele.
With Doordash and GrubHub, we have got a nationwide model, so we go up on these and now persons are getting takeout and supply (from resort conversion eating places). With the primary three that (had been constructed), we had been pleasantly shocked — we had been getting lots of people from the local people coming in to eat. It is actually only a phenomenal income enhance.
Q. Why accommodations? What do they carry to the pizza market in a section that is not at the moment crammed?
Dellamarggio: For accommodations that want to convert (their eating places), it is a number of income streams that they did not have beforehand.
Frederick: I might take a look at it as what do accommodations carry to their visitors. It is a actually well-known pizza model. If you’d like pizza and also you’re out on the highway, you are taking a advice possibly from the particular person on the entrance desk. Even then you definitely could be in the course of nowhere. They’re bringing their visitors not simply nice pizza however frankly our complete menu, which is extraordinarily sturdy. … You are giving your area people a distinct possibility, and an excellent possibility, for pizza.
Q. Pizzeria Uno is a nationwide model with areas all around the nation. How does this resort conversion program strengthen the model’s client consciousness?
Frederick: With this, what’s nice for us is we have got a number of white house as a result of we have got 80 eating places. Now, we’re predominantly up and down the East Coast, in addition to our Orlando eating places and clearly downtown Chicago … with that stated, individuals all around the nation appear to know who we’re due to our heritage.
Q. What sort of resort areas are you searching for?
Frederick: Ideally, what we’re searching for is it is obtained to be a resort with a full-service restaurant, to allow them to provide the whole menu in addition to make the pizza. Our candy spot is accommodations which can be going beneath some type of a refresh or conversion, though it does not need to be that manner. If you concentrate on it, the conversion prices are pretty minimal. They’re utilizing our shade scheme, however they’ve already obtained their kitchen gear already set. … We’re not a lot targeted on the the place as we’re targeted on the who. As a result of we’re a small model and we’re rising, we’re frankly solely taking people who find themselves very captivated with Uno and so they’re very captivated with hospitality.
One more reason why we’re pursuing hoteliers is though they’re hoteliers first and restaurateurs second, they essentially get hospitality. The excellent news for us is which you could take a look at a resort’s scores, you’ll be able to go to them and see how they deal with their visitors, and in the event that they’re doing that proper they’re in all probability going to serve our meals proper as effectively. … Having good meals will solely get you thus far on this enterprise. Having the visitor half is equally essential.
Q. What are among the profitable income streams that come out of this restaurant conversion program?
Dellamarggio: If they’ve a earlier restaurant at their resort that’s type of a generic themed restaurant, they’re just about solely going to see visitors from of us which can be on the resort and so they haven’t got an choice to exit. They go down and sit on the restaurant. While you carry within the Pizzeria Uno identify, you herald an entire new set of visitors. So for instance, you are going to have your resort visitors coming in and now they’ve a trusted model identify that they’ll dine with. They is probably not searching for alternate options to exit of the resort and eat.
You are additionally going to have a takeout pizza enterprise inside the resort you would not have had earlier than. Persons are going to be ordering pizza and it’ll be coming within the entrance door and as much as their rooms. Now you have got an opportunity to seize that pizza takeout enterprise, however from inside the resort.
You are additionally going to get the neighborhood supply enterprise which goes to be working a number of occasions by way of the third-party supply apps like DoorDash, Uber Eats and Grubhub. Now you have got the model identify of Pizzeria Uno on these platforms and individuals who dwell within the native neighborhoods and communities are going to have the ability to order by way of third events and get deep-dish pizza or our common pizza and now our Detroit-style pizza, probably.
On prime of that, which has been a extremely massive a part of what we have seen with the couple conversions we have had already, is we’re getting of us from the local people eating in on the restaurant the place they might by no means even take into consideration entering into to their native resort restaurant on a Friday night time. Now we have turn out to be a vacation spot for them to go and dine out.
Moreover, we now have a longtime group gross sales program by way of Uno the place we work with tour teams who’re touring across the nation and we’re tapped in to these. They’re searching for dinner choices, so we’ll herald busloads of oldsters.
Mandy Wolf Detwiler is the managing editor at Networld Media Group and the positioning editor for PizzaMarketplace.com and QSRweb.com. She has greater than 20 years’ expertise protecting meals, individuals and locations.
An award-winning print journalist, Mandy brings greater than 20 years’ expertise to Networld Media Group. She has spent practically 20 years protecting the pizza business, from impartial pizzerias to multi-unit chains and each dimension enterprise in between. Mandy has been featured on the Meals Community and has received quite a few awards for her protection of the restaurant business. She has an insatiable urge for food for studying, and might inform you the place to search out the most effective slices within the nation after spending 15 years touring and consuming pizza for a dwelling.