Your Pie Pizza Rebounds from Huge Revenue Shortfall to Emerge Stronger

Bob Rosato saw his restaurants take a massive hit during the pandemic, but the one-time police officer toughed it out, innovated and invested in his people -- and appears to have emerged stronger than ever, thanks in part to RestaurantOwner.com.

Rosato, who in another phase of his professional life was one of the premier sports photojournalists in the business with 85 Sports Illustrated covers to his credit, relates that his restaurants "never completely shut down, but revenues dropped the first month 85% to 90%. We finished the year down 65% in LaGrange and 30% in Peachtree City."

Communication was key, he explains. "Like most, we adapted to the sentiments and needs of the guests. We made sure to communicate effectively to our customer base, our employees, managers, and vendors, and illustrate our desire to maintain a safe and healthy environment."

His concept is user-friendly. Diners are encouraged to customize their 10-inch pies, which are then cooked to order in the restaurant's signature brick oven in less than four minutes. All pizzas are made with hand-tossed dough, fresh ingredients and homemade sauces. There are also gluten-free, dairy-free, vegan and vegetarian menu offerings. Patrons can download the Your Pie app to order and pay online. Each pizza order on the app earns them rewards points, and alerts them to deals and upcoming events.

'An Invaluable Resource'

"RestaurantOwner.com," says Rosato, has proven "an invaluable resource for assisting in training and development resources for staff, financial and operational guides, systems management, marketing and promotional advice." Most recently, it has helped him navigate the nuances of PPP and SBA requirements with webinars and other tools that "inform, guide and assess how to effectively manage the process."

The operations began offering curbside service, expanded to-go options and operations, and added online and call-in ordering, a new phone system and new equipment to help handle the increase in off-premise sales. Says Rosato, "We utilized our mobile oven operation in subdivisions to support slow inside sales and keep our brand in the public eye, so to speak."

He went further, developing a Feed the Frontlines campaign to partner with businesses and donors in delivering meals to healthcare workers and first responders. He produced videos "to remind guests of our community connection and commitment, and to advertise our locations highlighting our employees." Also new were family meals, so-called take-and-bake kits, an entirely new wine line, craft beer growlers-to-go, and promotions for limited-time offers. The restaurants' social media presence has also been expanded.

One of the most effective strategies Rosato implemented during 2020 was, as he explains it, "Making sure my teams and managers know I care deeply about them beyond the operations of the restaurant." He also continues to reward and recognize outstanding team members.

Employee retention, in particular, has improved "at a time hiring has been very difficult and emotions were running high for people in general. We are all hyper-sensitive these days. Guests are, too. It is critical we all understand that and keep a consistent level of service. Employee retention is key to consistency, in my humble opinion."

Personal Bandwidth

An important takeaway from his experiences of the past year is that it pays to, as he puts it, invest "personal bandwidth in your people aside from monetary compensation. It has paid dividends." His plan for the months to come, assuming the country can put the pandemic in the rearview mirror, is to continue to grow his company's top line. "We feel that with the restructuring of costs, we have an opportunity to find margin growth, as well." His other goal? "Find some personal time off to recharge from the most difficult time in my professional life."

Rosato's business philosophy proved an effective tool, helping him and his team remain guest-focused and make certain that their restaurant, restrooms and employees were "exceptionally well presented. I'm big on optics."