How Twice-a-Month Mailers Kept A Town Pizza on 7,000 Kitchen Counters

When a new owner set out to turn around a struggling pizza restaurant, the first job was simple: get noticed. Twice a month for a full year, A Town Pizza’s menu and coupons landed in more than 7,000 homes in nearby Danville, in a design the owner loved.

The Challenge

A Town Pizza’s new owner had bought a struggling restaurant with one goal: turn it around. The restaurant had been doing no marketing at all. In a busy area full of national pizza chains with big advertising budgets, a local pizzeria with no presence is easy to forget. The owner needed a steady way to put A Town Pizza in front of hungry families, without paying chain-sized prices.

What We Did

• Picked the right neighborhood, not just the closest one. Instead of mailing only around the restaurant, we chose nearby Danville, a more affluent neighboring community just minutes away.
• Designed a postcard people keep. One side was the full menu, the other a set of coupons and deals. That turns a piece of mail into something that sits on the kitchen counter until dinner time.
• Showed up again and again. Instead of one big mailing that’s forgotten in a week, we mailed the same roughly 7,225 homes twice a month for a full year. With restaurants, the business usually goes to the name a family sees most often.
• Handled everything: design, printing, route selection and delivery through the U.S. Postal Service’s Every Door Direct Mail. The owner could stay focused on the kitchen.

The Results

• Coupons coming back through the door. Each mailing brought a steady 1–2% of households in as coupon orders.
• A name that stayed top of mind. After a year of twice-monthly mailers, A Town Pizza’s menu had been in front of the same 7,000+ families two dozen times.
• A clear lesson for the next step. Response depends as much on the offer as on the design. The postcards did their job, and the strongest results come when the deal is too good to ignore.

What This Means for Your Business

For a restaurant, one new regular who orders a couple of times a month is worth hundreds of dollars a year. That’s why showing up consistently matters more than one splashy campaign. Pick the right neighborhood, give them a menu worth keeping and an offer worth using, and keep showing up.

Want your restaurant on every kitchen counter in the neighborhood? Explore our Every Door Direct Mail Program →
We’ll help you pick the right streets and the right offer, and tell you honestly what to expect.

More of A Town Pizza’s story: Getting found on Google (SEO) · Yelp Ads · Facebook Ads