Turn Leftover Food Into a Tasty Marketing Tool

Restaurant owners, who make it a practice to repeatedly fill dumpsters with product that has perished, are on a losing journey. To consistently discard product that has been prepared in advance is a waste of potential marketing material that could be used to increase business.

A Little Caesars Pizza franchise recently opened in Sonoma. Nestled in a rear dark corner of a retail center that once played host to a non-franchise pizza restaurant, Little Caesars brightened the location with a rapid remodel that took less than eight weeks to complete. The interior of the location now sparkles with inviting lighting, glistening tile, and a handful of smiling employees anxious to please.

Here's the issue: I am not a huge fan of Caesars' 'Hot-N-Ready' pre-made pizzas, but I understand the thinking behind the concept. However, in a sleepy hamlet of 9,000 people, with seven different pizza restaurants, "Hot and Ready" may not yet be the top-of-mind brand.

Each morning an employee of the franchise pushes the restaurant's garbage past eight other businesses, including a packed Starbuck's, and empties the can in the dumpster behind the building. The garbage can is filled with a variety of pizzas prepared and cooked the night before. On the day the picture at the right was taken, the stack was filled with pepperoni pies. For all of who have looked forward to waking up and devouring that last slice of Ray's Famous for breakfast, the stack was tempting.

I understand over preparation. And, I also understand training. But why toss the pizzas or any prepared food that won't be used the next day?
 
When I owned Camp Americana in San Francisco, every night when I closed I would send a platter of beef brisket to DeLaney's, a neighboring bar that didn't serve food. It became a marketing ritual and I had a steady stream of business from the word of mouth at the bar. Plus, my staff drank there regularly, which saved me a huge amount of bar inventory.
 
I thought of that brisket platter as marketing and the cost was attributed to advertising. There was no waste, and no financial loss.
 
Little Caesars could easily call the Blue Moon Saloon, less than three blocks away, and have someone pick up the pizzas. Steiner's Tavern would be happy to send someone to pick up the pepperonis. And, let's not forget the Sonoma County Sherriff – they are always around when we need them. And, they eat pizza.
 
The next time your chef dumps food that could be enjoyed by people who have yet to sample your menu, put your marketing hat on. It will not only save you money and promote your business, but you will be putting good food to good use.
 
Plus, if you own a pizzeria, you'll save a fortune in boxes.