This article was inspired by content originally published on Lou Malnatis
Introduction
As the month of love unfolds, Lou Malnati’s Chicago’s beloved deep‑dish institution is once again offering its legendary pizzas in a heart‑shaped form for the entire month of February. Dubbed the “Dish Out Some Love” campaign, this initiative mixes romance, community, and Chicago‑style indulgence into one delicious pie, while supporting Feeding America® local food banks with every order.
A Pizza with Purpose
For each of their 9″ heart‑shaped deep‑dish pizzas ordered be it cheese, sausage, or pepperoni Lou Malnati’s donates $1 to local food banks in their core markets: Chicago, Indianapolis, Milwaukee, and Phoenix. In addition, purchasing the Tastes of Chicago “Spreading Hearts” package directly triggers a donated pizza to a food pantry in the Chicago area. Following last year’s successful campaign (which surpassed $35k in donations), Lou’s is once more merging it with heartfelt giving.
Why This Matters to Pizza Enthusiasts
- Celebration with bite: The heart shape is more than novelty it’s a statement of love. Perfect for date nights, Galentine’s gatherings, or anti‑Valentine’s celebrations.
- Home pizza inspiration: Try recreating your own heart‑shaped pizza at home! A heart pizza cutter or modular pizza pan makes it easy and fun. (Check out the affiliate link below for a top‑rated home pizza oven that serves well for such creations.)
- Ingredient story: Lou’s signature buttery crust, made with a blend of tomato chunks, mozzarella, and their famous sausage patty this unique Chicago‑style builds mouthfeel and depth that translate well to home adaptations.
Strategy & Trends
Marketing with Meaning
Lou Malnati’s blends emotional appeal with social impact every order helps the community. For independent shops, adopting a philanthropic “pie for a purpose” donation model can boost customer loyalty and generate PR buzz.
Sprite Supplier Synergy
Their partnership with Feeding America® showcases how aligned philanthropy can uplift a brand’s image. Ingredient or kitchen suppliers can enable such campaigns by offering bulk‑discounted flour, packaged frozen heart‑shaped dough, or pre‑cut heart pans showcased effectively in Cafe Mag’s trend reports.
Operational Efficiency
Rolling out heart pizzas across multiple locations requires logistical coordination dough templates, oven time adjustments, and staff training. Sharing these learnings can help other operators optimize limited‑time offers.
A Hypothetical Pizza‑Pro Interview
Pizza Magazine (PM): Why jump into a heart‑shaped promo?
Marc Malnati (MM): “We’ve done this for over a decade fans love it, and it lets us stand for something meaningful. Plus, deep dish’s structural heft makes it perfect for shapes no collapsing slices here!”
Marc also points out, ordering frozen half‑bake heart pies for home bake‑and‑enjoy sessions makes it easier during Valentine’s dinner rushes. That’s a smart operational pivot!
Enthusiast Takeaways & Pro Tips
- Pro tip: Reheat leftovers by toasting in a skillet this preserves crust crispness better than a microwave.
- Tip for home cooks: Invest in a compact electric countertop pizza oven it hits pizzeria temps quickly, ideal for topping‑heavy pies.
- Tool suggestion: Use a heart-shaped ceramic baking dish or silicone mold for consistency and ease.
- Cookie pairing: Heart‑shaped chocolate chip cookies from Lou’s (via Tastes of Chicago) are a sweet complement consider stocking up with a premium cookie scoop for home baking.
Affiliate Products Worth a Slice
- Bakers Steel Pizza Oven – gets to 700 °F in 10 minutes. Ideal for home deep‑dish or heart‑shaped pies.
- OXO Good Grips Heart‑Shape Cookie Cutter Set – perfect for pie dough or cookie pairing.
- Emile Henry Heart Baking Dish – oven‑safe ceramic that diffuses heat gently.
- Pizza Craft Dough Docker – ensures even baking in thick‑crust pizzas.
- Bulk Italian mozzarella blend (5 lb) – mimic Lou’s signature cheese‑to‑sauce ratio.
Business Angle: Turn Heart into Revenue
- Limited‑time offers drive urgency: February only. Set a clear window (e.g., 2/1–2/28).
- Cross‑sell add‑ons: Valentine’s sides (chocolate chip hearts, pink popcorn) boost average ticket.
- Community storytelling: Align with the local hunger relief group, share stories of meals served.
- User‑generated content: Invite patrons to post heart‑pizza photos with a hashtag for social media visibility.
Final Slice
Lou Malnati’s “Dish Out Some Love” campaign masterfully blends brand devotion, community giving, and seasonal excitement. Whether you’re a home‑oven pizza maker, ingredient supplier, or shop owner, there are lessons here:
- For home chefs: craft an unforgettable heart‑shaped pie (and cookie!) at home with great tools.
- For suppliers: offer seasonally themed packaging or ingredient bundles.
- For shops: run feel‑good promos that build traffic, revenue, and word‑of‑mouth.
This is more than pizza it’s community, connection, and a slice of purpose. Make February your month to dish out some love, too.
Affiliate Disclosure: This article was inspired by content originally published on Lou Malnati’s. This article contains affiliate links, and Pizza Magazine may earn a commission from purchases made through these links.
