Tips for staying ahead of tariffs
Tariffs might sound like something out of a government textbook, but for local pizzerias, they’re real and can have a big impact on your bottom line. If you're a current pizzeria owner or thinking about opening a shop, this guide breaks down what tariffs are, how they affect your business, and what you can do about it.
What is a tariff, anyway?
A tariff is a tax placed on goods that are imported from another country. When the US government adds tariffs to products from countries like Italy or Canada, those items become more expensive to bring into the country. That extra cost usually gets passed along to businesses like your pizzeria, and eventually, the customer.
So if you're using imported cheese from Italy or wheat from Canada, tariffs could make those ingredients more expensive. Same goes for imported kitchen equipment or even packaging.
How tariffs affect pizzerias
In early April 2025, the US announced new tariffs targeting imports from several trade partners, including the European Union (EU) and Canada. These tariffs impose a 20% duty on most EU-origin goods and a 25% duty on certain Canadian imports, notably affecting agricultural products such as flour, cheese, and tomato-based items.
Many of the things you buy and use in your shop, even if purchased from a US store or distributor are now subject to tariffs that will affect the cost and maintenance of those items. As the world adjusts to new tariffs, supply chains will be harder to manage, with disruptions in supply more common. Here are some examples of the impact:
1. Higher ingredient costs
Imported wheat, olive oil, Parmesan cheese, and tomatoes are now more expensive
Canadian dairy and Italian meats (like prosciutto) are also affected
2. More expensive equipment
Commercial ovens, prep tables, and mixers made overseas are subject to tariffs
Repairs and parts can also cost more if they come from international suppliers
3. Disruptions in supply chain
Tariffs can lead to delays, product shortages, or suppliers switching brands frequently
4. Customers spending less
Tariffs contribute to higher inflation, which means people have less money to spend. This may lead to people eating out less often or choosing cheaper menu options.
The impacts of the tariffs are real and broad, but that doesn't mean there aren't opportunities to make your shop better, adapt to the changes, and create great experiences for your customers. Many operators are seeing these changes as an opportunity to diversify their supply chains, look to local suppliers, introduce new marketing campaigns, and adapt their shop for the future.
What you can do about tariffs
Diversify your supply chain
With the new tariffs negatively impacting many of the countries you buy products from (Italy, France, Greece, Canada, etc.), and positively impacting companies based in the US, this might be a great time to look at domestic suppliers for your key ingredients.
Many American producers, and some European and Canadian producers with US domestic manufacturing, are making ingredients that match or even beat their imported counterparts, and are subject to no tariff creating an opportunity to improve your profitability.
Here are some proven domestic suppliers you could consider for your shop:
Flour producers
General Mills, Minnesota
Ardent Mills, Colorado
Olive Oil Producers
Corto Olive Oil, California
California Olive Ranch, California
Texas Olive Ranch, Texas
Cheese Producers
BelGioioso Cheese, Wisconsin
Grande Cheese, Wisconsin
Cheese Merchants, Wisconsin
Leprino Foods, Colorado
Tomato producers
Stanislaus Food Products, California
Pacific Coast Producers, California
Bianco DiNapoli, California
Escalon, California
Pizza Ovens & Equipment
Bakers Pride Ovens, New York
Pizza Master, Illinois
Hobart Corporation, Ohio
Marra Forni, Ohio
Just like you, many of your suppliers are just as eager to find workarounds as you are so ask: “Do you have any U.S.-based alternatives to this product?” or “Are you able to offer better pricing if I order in bulk?”
Shifting your suppliers to US based companies could save you thousands of dollars on tariffs while giving you an opportunity to explore alternative products and options. You never know, you may find a new supplier or food option that is even better than what you are using now.
In addition to finding domestic suppliers who can provide you goods without the additional costs of tariffs, there are a number of other ways you can maintain profitability and serve your customers while managing the uncertainty of tariffs.
📦 Make it easy to order from you
Make it easier than ever for your customers to buy from you
Get your own website:
Your own website is the most profitable way for your customers to order from you. Orders on the web are 100% larger in size, and 50% more profitable than walk-in or phone orders, and are convenient for your customers.
Your own website also reduces your reliance on 3rd party ordering companies where your margins are much less and your customers experience much higher fees.
A properly built website also performs really well on a mobile phone, giving your shop a mobile app for free and making it even easier for your customers to order from you
Being on Uber/DoorDash/etc. is not the same. You are renting customers from them. On your own website you own the customer and the orders are more profitable and usually larger.
Update your Google Business Profile
Step 1 — Go to www.google.com and search “pizza near me”. This is how most people find a pizzeria near where they are. It is a very important part of your shop's order volume and consumer experience.
Step 2 — Find your pizza shops listing. Its probably in the list on the left.
This “Google Business Profile” page for your pizzeria is one of the most important pages on the internet for your consumers to find you and order. Millions of people find where they are going to buy pizza from that search and these pages. Keeping them up-to-date with good pictures, accurate information, and the place you want them to order from (your website) is critical to your shop being found and orders being placed. After your own website, this is the most important update to your shop you could make right now.
Food pictures and descriptions
You make incredible pizza, show it to people. Consumers are FAR more likely to order from websites that have good pictures and descriptions of the food they are going to buy. Best part, you don't need to be a professional photographer or have fancy cameras to take great photos of your food, and it doesn't take a lot of time.
Heres a great video on how to take great food photos easily with your phone
Descriptions are the same, people love to read about and get clarity on what they are going to order from you. Descriptions dont need to be long, they just need to explain to a buyer what they are about to buy.
Step 1 — Start with your best sellers and ensure they have great descriptions.
Step 2 — Each day, add one or two new descriptions. In no time, your whole menu will be done!
Your own website for people to order from, an updated google page and pictures /descriptions make it much easier for your customers to place orders from you.
📋 Rethink your menu
As the tariffs increase inflation, and consumers become more conscious of where they spend money, you have an opportunity to help drive value and orders with alterations to your menu.
Bundles — Can you take multiple items and put them together in a bundle at a discounted price? Larger orders and more value for your customers, it’s a win win.
Add new varieties of products with things like white pizzas, pesto bases, or specialty toppings using what’s readily available.
Highlight where things are from US suppliers. People love buying local, so this might help convert new orders. You could even make a "Tariff Free Pizza” made from all domestic products — not only a fun name but good for business too.
Pro-Tip — You’re a pizza shop. The majority of people ordering from you on your website know they are ordering pizza. So why not change up the order of things in the menu and highlight the wonderful add-ons, deserts, and other items you have first, with pizza second. This can increase the average order size and broaden your customers' options.
💬 Be transparent with your customers
People want to support your local shop and their communities. They also understand that small businesses need to sometimes raise prices to deal with changes in their business like tariffs. A small sign or social post explaining that you're using quality, local ingredients (and why) can build loyalty, remind them to order from you and provide you flexibility in pricing if you need it.
🚀 Final thoughts: you’ve got this
Tariffs can be frustrating, but they also open up opportunities to get creative, tighten operations, and grow local relationships. By adapting smartly, your pizzeria can not only survive — but thrive — in a changing economic environment.
The key takeaway? Focus on what you can control: your ingredients, your processes, your brand, and your customer experience. That’s the recipe for long-term success.
