Overview
Leonardo’s 706 is a local Gainesville business that serves delicious Italian food. They have three locations, one is their main restaurant, one is a bistro, and one is the famous Leonardo’s Pizza by the Slice location on University Ave. Pizza by the Slice is right next to the Kangaroo Gas Station at University Ave & 13th St., and is very convenient for students because it is within walking distance from campus. Their menu is also very affordable, with one slice of pizza (which is very large itself) costing only a few dollars.
A quick google search of Leonardo’s yields their very primitive, html-based website, and a few listings on restaurant review sites such as Yahoo! and Urbanspoon. The website consists of the menus from their three restaurants, and allows you to see pictures of the different menu items. However, many of the picture links don’t actually show pictures of the food, just the Leonardo’s logo; only the pizza items seem to work.
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Strategies
There are things that Leonardo’s can do to raise brand awareness and engage their customers:
- Remake their website to include a forums page – users can post their suggestions for new pizza recipes, trade recipes with each other, and foster communication
- Have a contest – the person who makes the best pizza, judged by the Leonardo’s cook, can have their recipe on the Leonardo’s menu
- Have a rotating section of the menu with new items that customers vote for
- Use social networks like Twitter to send out coupons – people who bring in their phones showing the coupon or remember the coupon code can get a discount
- Have a promotion similar to Ben & Jerry’s BJs in your PJs
These are just some of the things that they can do to engage their customers and learn from them. By giving control to the customers, they can create a menu that they will want to eat from. The customers will become the advertisers, and will raise brand awareness through word of mouth.
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