How Mancini's stood out in a competitive market
SETTING THE TABLE
Francesco Mancini doesn’t just come from a long lineage of pizza-makers — he’s been in the pizza business himself since age 16, when he began working at his dad’s pizza shop. That shop was sold in 2012, but in 2017, Francesco bought back his father’s pizzeria and reopened it on his own, returning Mancini’s Wood-Fired Pizza to the family.
THE CHALLENGE: INCREASE FLAT SALES
Mancini’s Wood-Fired Pizza is located in Bay Ridge, Brooklyn, a neighborhood filled with families, tourists, and — challengingly — a high density of pizzerias. Francesco’s sales were flat, and he knew he needed to grow in order to rise above the competition.
THE SOLUTION: INCREASE AWARENESS
To help Mancini’s Wood-Fired Pizza stand out, we deployed targeted, data-driven marketing to get new customers, increase brand awareness, and ramp up productivity.
To reach new customers, we combined traditional and digital approaches with simultaneous mail and social media advertising. The direct mail campaign drove thousands of dollars in sales — including a 32% lift in new customers from the first mailer alone. Meanwhile, Mancini’s digital ads were seen by 50,000 specifically targeted people across Facebook and Instagram in just three months.
Our design team worked with Francesco to develop strong, consistent branding across everything from promotional signs to staff shirts. As Francesco says: “Everything has to look good. The marketing materials from Slice have been great. They gave me beautiful pizza boxes and menus. All of this gets people’s attention to try my shop out.” And thanks to our trusted vendors, everything arrived on time and in perfect condition.
These tactics helped Mancini’s get 60% more orders in just three months. To help Francesco keep up with all of the new orders, we streamlined operations by rerouting his online orders to a tablet instead of a fax machine. This helped make his orders flow more efficiently — increasing not just fulfillment speed, but order accuracy (and happy customers).
“Getting my name out there has been key and Slice helped me do it.” —Francesco, Owner of Mancini's Wood-Fired Pizza
