From Dough to Digital: How Slice of Italy Wins Online

If you run a small food business and think digital marketing is just for the big players, you’re missing out on a slice of success. In today’s digital world, even a local pizzeria can go viral. Just take a look at Slice of Italy, a cozy spot in Perth serving up handmade Italian goodness and smart marketing strategies.

Let’s break down what they’re doing right and how you can apply the same tactics to grow your business online the same way.

1. Educate Through Storytelling

Slice of Italy uses Instagram and Facebook not just to post food pics, but to educate customers about their ingredients, process, and people. Behind-the-scenes videos show how fresh dough is made or what goes into their homemade sauce, making followers feel part of the journey.

Try this: Share quick educational videos on how your product is made or sourced. Transparency builds trust.

2. Teach Customers to Find You

They’ve optimised their Google Business Profile with updated photos, menus, and real reviews. This helps people nearby easily discover them when they search "best pizza near me."

Try this: Claim your business listing and keep it updated weekly. Add photos, post updates, and respond to reviews.

3. Show How Ads Can Be Smart, Not Expensive

Slice of Italy doesn’t waste money on broad ads. Instead, they run geo-targeted Facebook ads within 10km of their store, reaching customers who are more likely to walk in or order online.

Try this: Start with a $5/day ad targeting your local suburb. Use eye-catching images and a clear CTA like “Order Now.”

4. Make Ordering a Learning Moment

Their mobile-friendly website makes it clear how to place an order, whether for delivery or pickup. Simple design + clear buttons = more orders.

Try this: Audit your site. Can a first-time visitor figure out how to buy from you in 10 seconds?

Final Slice: Learn, Apply, Repeat

Digital marketing isn’t about going viral overnight. It’s about learning what works, applying small changes, and staying consistent, just like Slice of Italy has done. If they can serve up success online, so can you.

(Disclaimer: This content is for the sole purpose of teaching and learning at Edith Cowan University).

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