Using social media to market a small pizzeria
Carminuccio’s Pizza & Subs is a pizzeria located in Newtown, Connecticut known for their thin-crust pizzas. Founded in 1997 by Ed Martino, it has become a staple of not just the town, but all of western Connecticut. Having grown up eating New Haven style pizza, Martina was inspired to bring the iconic taste to Newtown.
Although Carminuccio’s has received many accolades, the restaurant lacks the same level of name recognition that some of its counter parts across the state have – including Frank Pepe Pizzeria, Sally’s Apizza, and Modern Apizza. Being located in Connecticut, which some call the “pizza capital of the United States,” comes with a high standard for quality and taste. That being said, Carminuccio’s has successfully maintained high-status in the minds of its fans.
Overall, Carminuccio’s has done a good job creating a great product and offering services that their customers love. However, they had made little to no effort to build an audience on social media. It may seem unnecessary for a pizzeria to be active on social media, however doing so would allow them to grow their local audience into a national one.
Currently Carminuccio’s has profiles on four social media platforms with varying activity: Instagram, Facebook, X, and TikTok.
Facebook is where the restaurant seems to put most of their effort. This is a smart choice considering the very active localized audience of people who are mostly over the age of 25. Although they are certainly posting the most here, they neglect to push their unique offerings and using low quality images and graphics with no visual identity.
Instagram seems to be a similar story in terms of the content that is posted there. They have a few reels up and some updated graphics that seem to be based off of Canva templates. Although this is a good start, it definitely does not make the content stand out in environment that is mostly using templates for posts.
When it comes to X and TikTok, Carminuccio’s has been relatively inactive. They have one post up on TikTok from 2021 and have not posted to X since 2015. The content that can be seen is also not relevant or helpful to advertising their business.
Capturing the small community vibe that Carminuccio’s has with the great taste of their pizza on social media is crucial to growing the restaurant’s customer base. To do this, high quality and engaging content will have to be created to show the inside workings of Caminuccio’s.
Additionally, Carminuccio’s Start from Scratch pizza kits and Take and Bake pizzas incredibly unique offerings that the restaurant should take advantage of on social media.
I have learned a lot about marketing for a small business throughout the course of creating this campaign. I encourage you to click the link below to view the full social media campaign for Carminuccio’s Pizza & Subs.
Hi! My name is Peyton McKenzie.
I am a professional graphic designer, photographer and content creator.
I encourage you to explore my portfolio to get a better idea of the work I create. If you are interested in working with me or have inquiries of any kind, don’t hesitate to reach out over email.
