This article was inspired by content originally published on BBC
Introduction
If you’re planning to catch the 2024 Paris Olympics, brace yourself a pint at the Stade de France could set you back €11 (about $12)! For pizza shop owners, suppliers, and pizza lovers alike, there’s a deeper takeaway: the economics of major events offer powerful lessons on pricing, customer perception, and the value of an unforgettable experience.
Premium Pricing Is All About Context and Perception
At the Olympics, nobody blinks at paying triple what they’d spend at their local bar. Why? Because you’re paying for more than the product you’re paying for the moment.
Pizza Pro Tip for Shop Owners: Could you create your own “Olympic moment”? Limited-edition pies, event-themed specials, or exclusive VIP seating for sports broadcasts can make people happily pay more for the same dough and cheese.
Bulk Matters: Suppliers, Are You Ready for Big Surges?
Paris organizers will serve an estimated 13 million visitors. The scale is massive: more than 1.5 million liters of beer alone! While most local pizza shops won’t see that volume in a week big sports events, city festivals, or local tournaments can still double or triple your orders overnight.
Suppliers should see this as a reminder: Are your clients stocked for spikes? Are you offering easy-to-order bulk deals, or last-minute deliveries? Helping shops plan ahead makes you indispensable.
Enthusiasts: Make Your Watch Party Legendary
Pizza lovers at home you might not pay $12 for a beer, but you might pay for the world’s greatest homemade pizza to feed your watch-party crew. Consider hosting your own “Olympic Pizza Games”: everyone makes a pie inspired by a country, then you judge them gold, silver, or bronze.
Pizza Pro Tip: Up your game with a high-heat portable oven. It’ll produce that charred, Neapolitan crust that a regular oven just can’t replicate.
A Lesson in Transparency: Communicate Why Prices Climb
The Paris Games caught some backlash online for pricey beers and soft drinks but many customers forget the hidden costs: logistics, staffing, security, licensing, and sustainability measures. For pizza shops, especially during peak events, don’t be afraid to explain why a “Game Day Special” costs more.
Add signage or social posts reminding customers they’re paying for local ingredients, hardworking staff, and maybe that big TV you mounted so everyone can watch the match.
Events Are Community Magnets Leverage Them
Big events like the Olympics pull people together. So do local soccer tournaments, parades, or block parties. Smart pizzerias tap into that energy with themed pies, custom branding, or even partnerships with local sports leagues.
Pizza Pro Tip: Build event buzz ahead of time with a simple email newsletter or social media countdown.
Final Slice
When customers pay a premium, they expect a premium experience. Whether you’re hosting an Olympic watch party, partnering with local events, or just aiming to boost average tickets during peak nights think bigger. Create moments that justify that extra dollar.
Because at the end of the day, pizza just like that $12 beer isn’t just about what’s in the box or the cup. It’s about where you are, who you’re with, and the memories you’re making. That’s priceless.
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