How Hickory Station Boosted Sales by 20% with Text Marketing

How Hickory Station Pizzeria Mastered Modern Marketing and Boosted Sales by 20%

Running a pizzeria for over two decades is no easy feat. Jamie McMahon, owner of Hickory Station Pizzeria in Bel Air, Maryland, knows this better than anyone. From launching his pizzeria in 2001 to navigating the challenges of modern technology, Jamie has seen the pizza business evolve in more ways than one. Recently, he joined Bruce on the Smart Pizza Marketing podcast to discuss his journey, the challenges of owning a pizzeria, and how new-age marketing tools like text messaging have revolutionized his business.

A Pizzeria with Deep Roots

Hickory Station Pizzeria opened its doors in 2001, specializing in New York-style pizza with thin and crispy crusts. While pizza remains the heart of the business, their menu has expanded to include cheesesteaks, wraps, and a variety of other offerings. For Jamie, pizza is more than just a job—it’s a passion, deeply rooted in the old-school pizzerias he grew up working for.

However, as times have changed, so has Jamie’s approach to marketing and running his pizzeria.

From Direct Mail to Digital Marketing

When Jamie first opened Hickory Station, marketing was a straightforward yet costly endeavor. The bulk of his efforts centered around mailing menus—up to 200,000 a year, at a significant cost. But as the digital age advanced, Jamie realized that traditional methods weren’t enough. “I started to think, ‘Man, I’m wasting all this money,'” Jamie said during the podcast. “There’s got to be a better way to direct our marketing efforts.”

It was around this time that Jamie discovered the power of digital marketing, including text message campaigns, through podcasts like Smart Pizza Marketing. His biggest revelation? Text marketing. Rather than sending out thousands of menus and hoping for a small return, Jamie shifted to targeting his loyal customers directly through their phones—a move that has paid off in spades.

The Boosley Revolution

One of the most significant changes in Jamie’s marketing strategy was his partnership with Boosley, a text marketing company designed to help pizzerias engage customers. While Jamie admits he’s “not a tech person,” Boosley made the process seamless by integrating with his POS system and cleaning up the contact list, resulting in 12,000 usable customer phone numbers.

The results? Astounding. In the first week alone, a text marketing campaign offering a 20% discount brought a $5,000 sales bump. Since then, Jamie has seen consistent sales increases of 20% month over month compared to the previous year. “Honestly, I can’t recommend it enough,” Jamie says. “You’re targeting the people who already want to do business with you.”

Why Text Marketing Works

For Hickory Station, the success of text marketing comes down to a few key factors:

Personalization: Text messages go directly to customers who have already opted in, making them more likely to engage with the offer.
Convenience: Everyone has their phone, so texts are seen almost immediately.
High Engagement: By sending regular offers like 10-20% discounts, Jamie has seen an increase not only in orders but in the size of each order—sometimes reaching $200 per ticket.

According to Jamie, one of the biggest surprises was the immediate response. “I was expecting maybe a 10% increase in sales over a few months, but it was instant,” he says.

Embracing Technology in the Pizza Industry

Jamie also uses Boosley for more than just text marketing. His future plans include integrating email marketing to target local businesses and boost lunch sales. Additionally, Jamie is testing AI services, like Pizza Cloud, to handle phone orders during busy times—an area where he knows they’ve missed opportunities in the past.

While many pizzerias are hesitant to adopt these new technologies, Jamie believes it’s crucial for the future. “The industry is changing, and we need to change with it,” he notes. For him, combining traditional values like great customer service with modern tools like text and email marketing has been the key to success.

Advice for Other Pizzeria Owners

Jamie’s story isn’t unique. Many pizzerias have found success by embracing new marketing strategies like text messaging. His advice to other pizza shop owners? Give it a try. “If you don’t like it, you can stop anytime,” Jamie says. “But honestly, the results speak for themselves.”

As Jamie and Bruce wrapped up the podcast, Jamie emphasized how easy it was to get started, even for someone who isn’t tech-savvy. “Boosley worked with Speedline, our POS system, to pull all the information they needed. They made it super easy for me,” he says.

In the fast-evolving world of pizza, staying ahead of the curve is essential. Thanks to Jamie’s willingness to adapt, Hickory Station Pizzeria is not only thriving but setting an example for others in the industry.