Taking the leap: From food trucks to brick-and-mortar at Uncle G’s Pizza
Making the jump from running food trucks to opening a brick-and-mortar pizzeria is a whole different ball game. Uncle G’s Pizza in Birmingham, Alabama, went through this, and there’s a lot we can learn from how they did it.
The Switch-Up: Food Trucks vs. Brick-and-Mortar
When you’ve got food trucks, you’ve got a built-in crowd — people show up because you’re already where they’re hanging out. But with a brick-and-mortar, you need to flip that script and make sure people remember you exist. It’s all about marketing differently and being proactive. The hustle doesn’t slow down — it just shifts.
Marketing 101: Staying in Their Face
With a new spot, your marketing game has to level up. You can’t just rely on being at the right event. You’ve got to remind people constantly that you’re there. Email campaigns, social media, local events — you’ve got to use it all. And look, billboards might work, but tracking the ROI on those isn’t easy. You need to be smart about using data, like coupon codes in your emails or ads, to figure out what’s working and what’s not.
Menu Game: Giving the People What They Want
Uncle G’s knew that only offering Detroit-style pizza might limit their audience. Not everyone wants thick, pan-style pizza every time. So, they rolled out New York-style pies to balance it out. The goal is simple: Don’t give anyone a reason to skip your place. If you’ve got both options, you can catch that lunchtime crowd who want something lighter and the dinner folks craving comfort food.
And here’s the thing — they didn’t just throw the new style out there all at once. They tested it on certain days, slowly building it up. That’s smart, because it gave them time to work out the kinks and see how people reacted.
Community Involvement: Make It Count
Being part of the community is huge. If you own a local pizzeria, you already know people come in asking for gift cards or donations for their events. A lot of us do it, but sometimes we don’t talk about it enough. Nowadays, with social media, you’ve got to share that stuff. Show people you’re proud to support the community. It’s not about being salesy — it’s about showing up, being present, and letting people know you’re in it for the long haul.
Working Together: Pizza Operators Need Each Other
Running a pizzeria can feel like you’re on an island, but it doesn’t have to be that way. That’s why we started this community at Slice: to bring pizzeria owners together to share tips, strategies, and real-time sales data. Being part of a community of operators gives you insight into what’s working and what’s not. If someone in the group tries a new email campaign that blows up sales, you can do the same thing in your town. It’s a win-win.
Bottom Line: Growing Smart
Going from a food truck to a brick-and-mortar spot is a big leap. You’ve got to market differently, offer menu variety, and stay connected with your community. But when you get it right and work together with others in the business, you can build something strong. Focus on finding ways to connect with your customers, keep things fresh, and stay open to learning. That’s how you grow a successful pizzeria.
Check out Uncle G’s Pizza or follow them on Instagram to see what they’re up to!
