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Digital
Strategy
Jalinos Pizza
LaRae Richards
MKTG 3825
Digital Strategy
Background
Who is Jalino’s?
Jalino’s is a small, located owned and operated, gourmet pizza business that has been
located in the heart of Boulder since 1986. Jalino’s offers a wide variety of food choices such as
calzones, homemade desserts, sandwiches, pastas, and salads. However, Jalino’s passion is pizza,
the small pizza shop offers gourmet pizzas, custom pizzas, take ‘n bake pizzas and even pizza by
the slice; all completely customizable with a vast array of crusts, sauces, cheeses, and over 35
toppings. This pizza shop is passionate about good eating and dedicated to “Serve as much
gourmet pizza to the city of Boulder as possible” (Richards).
Who is the target market and why do they benefit from Jalino’s?
Jalino’s has a geographical as well as three distinct consumer target markets. The first
target market consists of consumers within the geographical location of Boulder. The pizza shop
is a small business with a handful of employees, most often only one person making deliveries a
night, making delivery outside the city of Boulder costly and inefficient. Therefore, Jalino’s is
only concerned about consumers within the city.
Within the geographical market, Jalino’s focuses on Boulder High School students during
the day, families in the evening, and college students late at night. For the high school students,
because the pizza shop is directly across from the school, Jalino’s offers a convenient, affordable
place to get something to eat during students’ lunch periods. Many of the students do not have
cars, restricting them from venturing too far from campus; therefore, this makes Jalino’s a
superior option to traditional cafeteria food. The high school students also benefit by being able
to buy “by-the-slice” pizza for a few bucks, something that students can easily afford. College
students are the second target market. These consumers benefit from Jalino’s by having the
option to get affordable, customizable pizza and other gourmet foods late at night delivered to
them, where as other places are closed or do not have the option of delivery. While families
benefit from Jalino’s by having an economical gourmet pizza shop in which they can customize
all orders and can even add “extras” to the order, like salad or dessert, which will satisfy and feed
the entire family.
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Who is the competition?
The main competition for this pizza shop is the surrounding, better known pizza chains
within the Boulder area. These stores include Pizza Hut, Abo’s, Cosmo’s, BeauJo’s, etc. Jalino’s
has a strong, loyal customer base among people native to Boulder. However, Jalino’s does do
poorly among college students and families that are not originally from the city of Boulder. Even
though Jalino’s may be “top-of-mind” for Boulder natives, the majority of Boulder residents
were not born and raised in the city, giving Jalino’s a fairly small market share of the pizza
industry in the Boulder area. Therefore, because of the brand awareness and heavy advertising
dollars Jalino’s lacks, chain pizza stores are a huge threat to this business.
How does Jalino’s position itself?
Jalino’s has always and will continue to position themselves as the alternative to the
traditional, boring, bland pizza that the national pizza chains serve. Jalino’s prides the pizza parlo
on having “gourmet” pizza that the business believes is more satisfying, fresh, and tastier than
the greasy, over sauced pizza that most people receive from places like Pizza Hut or Dominos.
The pizza shop also differentiates the business by allowing guests to fully customize pizza by
giving customers the option to load any of their pizza products with TONS of toppings- Jalino’s
ensures to never skimp on the toppings!
Personal evaluation of targeting and positioning
Jalino’s has accurately targeted the businesses’ markets and positioned the store well
among competitors. The pizza parlor’s target markets, are well defined and extremely useful in
marketing. Each of those target markets are looking for different benefits and have different
goals for eating pizza at a pizza parlor. A “one size fits all” marketing campaign would not be
successful for Jalino’s; only a tailored marketing approach to each of the above market segments
would be acceptable for the business.
For positioning, Jalino’s should continue to show consumers that the company’s pizza is
gourmet and customizable. However, the business should play up that Jalino’s has a local, small
business feel. During these economic times, many Americans, especially ones within Boulder,
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are eager to support small businesses. By positioning themselves as a “home-town” small
business, Jalino’s could potentially draw in more business and strengthen consumer loyalty.
Current Digital Marketing Approach
What digital marketing approaches is the company currently using?
Jalino’s is currently using a variety of social media platforms as well as a website as the
company’s approach to digital marketing. The business is currently using Facebook, Twitter,
4square, and also has a blog for social media. Jalino’s uses Facebook to post coupons, publish
pictures of pizza and other dishes, and posst interesting facts about some of toppings. For
example, on October 8th, there is a post about one a limited time toppings, kabocha squash. The
post includes extremely interesting facts about all the health benefits the vegetable has to offer
(Figure 1). The twitter feed consists of tweets about monthly specials as well as a few pictures of
desserts and pizzas. Then 4square allows guests to “check-in” to show friends and family when
the customer is eating at Jalino’s. Jalino’s also has a blog that gives a detailed explanation, that
includes pricing information, on all the pizza specials.
Beyond social media, Jalino’s also has a website that is engaging and well designed. The
business used a company called Boulder Chanel 1 to design the page, which can be seen in
Figure 2. The design echoes the interior and exterior look of the physical building, using solid,
bold lines as well as using the colors red, green, and white. The website has a multitude of pages
for consumers to explore; like, displays of specials, coupons, a full menu, contact information,
access to Jalino’s blog, photos, and even videos about the business.
Looking on the future of digital marketing for the pizza store, Jalino’s recently acquired a
new employee to run the company’s digital marketing, Kim Richards. Richards plans on taking
the pizza shop to a more integrated digital approach. Jalino’s will soon be using a service called
“Single Platform.” Single Platform is “A social media marketing solution designed with
restaurants in mind” (McGuire). This service will allow Jalino’s to manage numerous social
media accounts from a single place online. Richards also plans on getting the Jalino’s menu
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displayed on commonly used sites and Apps around Boulder, such as Yelp, Urbanspoon and
HungryBuffs.
What are Jalino’s strategic objectives?
Jalino’s mission statement was to simply “Serve as much gourmet pizza to the city of
Boulder as possible.” However, this statement is too broad and not “strategic.” Instead, in terms
of digital marketing, the pizza shop should have a specific objective that is measurable,
attainable, realistic and timely.
Their first objective should be to generate greater brand awareness. As mentioned
previously, many people not native to Boulder are unaware of the pizza shop. Therefore, Jalino’s
needs to focus on making to the segment of Boulder consumers that are not aware of the pizza
shop. By doing this, Jalino’s will at least enter into consumer’s consideration set for food
choices. For more specific goals to boost brand awareness, the store should aim at increasing the
company’s likes on Facebook and followers on twitter by 25% each month. Jalino’s should also
be sure to ensure the pizza parlor’s menu is displayed on at least five other websites by the end
of the month. If Jalino’s can succeed in increasing brand awareness among Boulder consumers,
the company can expect to see an increase in sales in the near future.
Digital Marketing Suggestions & Recommendations
How should Jalino’s manage their digital marketing going forward?
In order to meet the above objective, Jalino’s should continue the company’s current and
future digital marketing approaches as planned. To ensure the current digital marketing
approaches are helping to improve and grow the business, the pizza shop should make sure to
measure the digital marketing approaches regularly. In terms of watching if Jalino’s social media
is helping or hurting the business, the business can compare sales to the monthly net change of
how many likes and followers the business receives. If the social media marketing is successful,
the two should have a positive linear relationship. To measure how their outreach to other sites is
impacting Jalino’s, the business can obtain website data about how many consumers clicked
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through to the shop’s menu from other sites and compare that data to sales and see what sites are
driving more traffic or what sites are more valuable to the business.
After meeting the above objectives and continuing the company’s success with current
approaches, Jalino’s can take digital marketing to the next level by being more engaging and
interactive within social media. Through social media, Jalino’s can be more engaging by
interacting with customers through polls, surveys, and even contests. For example, the pizza
shop could post a poll on Facebook and give five options about what monthly special should be
featured next. Jalino’s should also offer incentives for liking the company page or following the
store on Twitter. This could be done by posting exclusive deals on Facebook and Twitter, which
would give consumers more motivation to check Jalino’s social media accounts. The pizza shop
can also begin looking into allowing consumers to order through the store’s website. Many
college students and families like the convenient option of ordering and paying online rather than
waiting on the phone for someone and risking the chance the employee heard the order
inaccurately. To see if this website approach is worthwhile, Jalino’s can simply compare in store
sales to online sales as well as administer a survey after the order to evaluate the consumer’s
experience with online ordering. By following all of these suggestions, Jalino’s will bring in
larger amounts of customers and be able to boost sales dramatically.
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Sources and Figures
McGuire, Greg. Managing Social Media Marketing for Restraunts. The Back Burner. July 12,
2010 Online at: http://www.singleplatform.com/
Richards, Kim. Personal Interview. November 28, 2012.
Figure 1
Figure 2
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