By Erica D’Arcangelo
In 1960, when my grandfather opened the doors of D’Arc’s Pizza, marketing wasn’t a strategy—it was a sensory experience. It was the aroma of fresh dough drifting onto the sidewalk, the local buzz over morning coffee about Pietro’s Market and Pizzeria, and the handwritten signs hanging in the windows of shops run by friends who were more like family. Back then, your reputation traveled by word of mouth; today, it travels by the opening of an app and the click of a button.
There’s no disputing the fact that, while being seen and heard by your local community is key, the internet can drive business into your pizzeria from all over the world. This is evident by the traffic brought to so many by a One Bite Review or after that influencer posts a reel about an incredible experience at your pizzeria.
The “word of mouth” of my grandfather’s era hasn’t disappeared—it’s just gone digital. Today, the conversation is happening on Instagram. Here is the blueprint for leveraging the world’s most visual platform to fuel your shop’s success.
Related: Erica D’Arcangelo: The Four Factors That Build a Pizzeria Legacy
Instagram: The “Digital Storefront” Concept
There is one adage that I’ve heard that’s proven to be true time and time again, and it works for Instagram marketing: Money follows positive attention. Now, while your end goal might not be money, the more positive attention you get for your pizzeria, the more awareness is generated, the more people come in, and the more customers you acquire who love you, support you and buy your food. So it all starts with generating positive attention.
Gone are the days when Instagram was just a digital scrapbook. Today, it’s a high-octane discovery engine where your future customers are looking to be entertained. I’m often asked by owners, “How do I stay relevant without losing my brand’s soul?” The secret lies in balancing authenticity with strategy. If you’re staring at a blank screen and wondering where to begin, these proven post styles are a shortcut to engagement.
Keep it Simple and Post Pizza Photos
Years ago, a still photo was all the craze on Instagram. Today, your pizza photos are still valid, and, hey, if one picture is on brand for you, post it. To work with the current trends, you can also try a carousel of them with trending music or even a reel. But definitely post your incredible pizza, often.
The Magic of Collaborative Content
Have you ever heard the saying, “We are greater in numbers”? The collaboration feature on Instagram allows you to connect with, create and share content with a wider audience than ever thought possible when you’re posting alone. And the best part is, you can collaborate with anyone who agrees to it. That can include other industry professionals, influencers, local community pages, and many more. Think about with what and whom and come up with a list of your dream collabs. All you have to do is ask. The worst they can say is no, and you’ll be surprised at how many will say yes.
Raw Behind-the-Scenes Footage
One thing you can use Instagram for is to tell a story. To tell your story. Behind the scenes, in the kitchen, pizza cooking fails, a flour spill, a cheese pull, and the things that happen in your kitchen daily that set you apart from the rest. Even bloopers of you while you’re filming videos could go viral.
Captions and Hashtags
Your captions should be natural and another extension of you. You can create “short hook” captions for some posts, and for longer reels, behind-the-scenes or storytelling posts, you can create a longer post. Watch your numbers, and look at what performs better for you.
When it comes to hashtags, less is more. Instagram is now suggesting four type of hashtags per post added to the bottom of the caption including: broad, niche, location based and brand based. (Pro tip: If you add music, use trending audio on your reels.)
Don’t Compare
A wise man once told me that “Comparison is the theft of joy.” If you’re new to the Instagram game, don’t compare yourself to others, especially those who have been posting a ton of content for years. Keep showing up, keep creating content—not for the algorithm, but for you. Showcase your pizza, who you are, and what you do. That unique brand story that no one else has.
Finally, if you’re just out of ideas, here are a few you could try:
ASMR Pizza Cutting
I helped my family’s pizzeria go viral, generating millions of views on Instagram (and even more on TikTok), with one concept: ASMR pizza-cutting videos. How many pizzas do you cut a day? Position your iPhone and film a few videos. Check out who might collab with you in this space and ask—they just might say yes.
Dough Stretching
Before the GOAT, Tony Gemignani, was leading the pizza industry, he was tossing and stretching dough, and people turned out to see it. Show off your skills. Let your audience get to know you and your pizza. You can even talk about your dough, your pizza or your process during the video.
Meet the Makers
My grandfather knew every customer by name, and today, Instagram allows you to let every customer know your name. Turn the camera on your team. Show the passion that goes into every bake and introduce the people who make the magic happen. Whether it’s your head pizzaiolo or your newest server, sharing their journey creates a “digital handshake” with your community. Bloopers and real moments show the heart and soul behind the counter.
Authenticity is Your Best Ingredient
Instagram may be a window to the world, but you create the magic in your pizzeria. As you navigate the ever-changing digital landscape, remember that social media is simply a vehicle to show your passion.
It’s a tool to invite the community in, but it’s your pizza—and how you uniquely craft your customer experience—that creates return customers and loyal supporters. Post with purpose, serve with pride, and let the quality of your craft be the story that speaks for itself.
Erica D’Arcangelo is a content creator, author, and storyteller specializing in Italian heritage and food culture. Known for developing the viral digital brand for her family’s legacy business, D’Arc’s Pizza, which opened in 1960, Erica is the author of the bestselling book, A Story About Pizza. She has also released a children’s book series on Italian culture and pizza with the titles: Pietro’s Pizza, Pietro’s Pizza Toppings, and Pietro’s Italian Christmas.
Erica is the host of the Pizza Story Podcast, where she interviews family-owned pizzerias, talented pizzaiolos from across the world, and artisans who are keeping Italian culture and tradition alive. Her work centers on the enduring power of family and authentic Italian food. She owns three marketing agencies and has worked in the digital marketing space since 2001. You can contact Erica directly by email at [email protected] or through her website: https://www.astoryaboutpizza.com. You can also download her pizza marketing guide here: A Story About Marketing Pizza Guide.
