Discover what’s working (and what’s not) in restaurant marketing for 2025 with Bruce Irving of Smart Pizza Marketing. In this exclusive interview with Donald Burns, Bruce reveals the state of marketing today, underrated tactics that still work, myths around platforms like Instagram, and why culture, not checklists, is the hidden edge in restaurants.

Whether you’re opening your first shop or scaling locations, this episode is a must-watch for restaurant owners who want real-world strategies and behind-the-scenes insight into what makes top-performing pizzerias tick.

Restaurant Success Summit: https://www.donaldburns.net/

🔗 Follow Bruce at Smart Pizza Marketing and check out Donald’s Restaurant Success Summit (details below).

🧠 Packed with insights on:
• TikTok strategy
• Content creation on a budget
• Retention metrics
• Culture-building
• Restaurant systems vs. people problems
• When to simplify your menu (and why)

Today's Sponsor: America's Best Restaurants

In this solo episode, Bruce shares hard-earned lessons from over two decades in the pizza business.

After stepping away from ownership to grow Smart Pizza Marketing, he’s now considering jumping back into the game—and he's bringing you along for the ride. Learn the top 10 rules he'd follow if opening a new shop today, plus insider tips on marketing, leadership, and pricing. Whether you're running a shop now or thinking about opening one, this is mandatory listening.

🔗 Mentioned:

• Matt Plapp - America's Best Restaurants

• Smart Pizza Marketing on LinkedIn

• Slice Platform YouTube Channel

  
  

Join Bruce on this solo episode of the Smart Pizza Marketing podcast where he dives deep into the realities of owning and running a pizza shop. From his personal regrets to powerful lessons learned from hundreds of interviews and site visits, this episode is a must-listen for any pizza shop owner serious about growth and sustainability. Thinking about opening a shop? Bruce is, too—and he might just document the entire process for you.

In this episode of the Smart Pizza Marketing Podcast, Bruce sits down with Sam and JD from Town Hall Pizza. Hear the remarkable story of how two former pastors with no restaurant experience took over a 50-year-old pizzeria, transformed it with modern systems, and built a thriving business without delivery.

Discover their text marketing blunder that led to record-breaking sales, how they built a loyal vegan following, and the surprising realities of owning a legacy restaurant.

Check out Boostly: https://www.boostly.com/

Just back from the 2024 National Restaurant Association Show in Chicago, Bruce shares every must-know insight for pizza shop owners. From game-changing ovens to underrated tools and marketing mistakes, this Q&A-style episode is packed with value. If you missed the show, don’t worry—we’ve got you covered. Hear what’s trending, what’s worth investing in, and how to make expos like this truly worth your time. Brought to you by Fiero Group and hosted on the Smart Pizza Marketing channel.

👉 Subscribe for more insights: Smart Pizza Marketing
🎙 Check out the How You Slice It” Podcast

Chapters:

00:00 – Welcome Back & Fiero Group Shoutout
01:04 – 17 Cities, Conveyor Ovens, and Why They Matter
02:50 – Where to Find More Content: YouTube & Podcasts
03:18 – Live from the Restaurant Expo in Chicago
04:40 – Size of the Show: Overwhelming but Worth It
06:22 – Navigating the Expo Like a Pro
08:28 – Why Pizza Shops Finally Belong at the Big Table
10:01 – Emerging Pizza Trends: Automation, AI, & Tech
11:35 – What Are Operators Wasting Money On?
13:01 – Social Media Myths & Storytelling Truths
15:00 – Slice's Underrated Phone Ordering Service
18:32 – Networking Like a Human at a Massive Expo
20:30 – Food Trends: Vegan Meats, Sourdough, & Smart Menus
25:00 – The Worst Phone Greeting in the Pizza Biz
26:30 – Stop Trying to Be Funny on Social Media
28:00 – Platforms That Actually Work: TikTok & YouTube
30:39 – Why YouTube Content Lasts Forever
32:10 – Geo-Targeting with TikTok: Real Results
33:52 – Best Expo Tip: Go with a Plan
36:58 – Bonus Finds: Bluetooth Scale, Table Stabilizer
38:24 – Thanks, Show Wrap-Up, and What’s Next

Most pizzerias don't fail because of bad pizza or a bad location — they fail because of what happens (or doesn’t happen) behind the scenes. In this no-fluff video, Bruce shares the real reasons pizza shops struggle, and what successful operators are doing differently.

Whether you're just getting started or feel stuck in the daily grind, this video will show you exactly how to build systems, lead better, and grow with clarity. Plus, Bruce gives a preview of what you’ll gain at the National Restaurant Show.

👥 For pizza shop owners, operators, and anyone dreaming of running their own spot — this is a must-watch.

🎟️ Join Bruce at the National Restaurant Show
🗓️ May 17–20 in Chicago
🎟️ Use code Bruce25 at NationalRestaurantShow.com for $25 off

👇 Comment “HELP” if you're struggling and want personalized support.
🔗 SmartPizzaMarketing.com

Bruce hits the streets of Dallas to uncover how real pizzeria owners are surviving (and thriving) in 2025. From $10K store launches to no-walk-in operations and humbling failures, this episode is PACKED with real advice and behind-the-scenes strategy. Thinking of opening your own pizza shop? Start here.

Use code Bruce25 for $25 off the National Restaurant Show: nationalrestaurantshow.com

Chapters:00:00 - Intro & Purpose of the Trip
00:38 - National Restaurant Show Preview (May 17–20)
02:16 - Overview of Dallas Pizza Tour
03:00 - Type 1 vs Type 2 Fun: The Pizza Shop Owner Mindset
04:29 - Why Bruce Is Thinking About Opening Again
05:07 - Going Tactical: Real Data from Real Shops
06:05 - ZaLat Pizza: 29 Locations, $10K Buildouts
08:14 - Jay’s Empire: Cane Rosso & Wood-Fired Insights
10:32 - Pizzeria Karina: Bread-Maker to Pizza Pro
12:52 - GapCo: Lessons from Expansion & Retraction
15:36 - Normalize One-Shop Success
17:17 - Upcoming Trips & Final Thoughts

In this episode, Bruce shares a raw and honest reflection on 10 years of podcasting and what he’s learned from talking to pizza shop owners all over the country.

Whether you're new to the business or have 20 years under your belt, this is the mindset advice you need to hear. Plus, a preview of the National Restaurant Association Show and some behind-the-scenes updates on Smart Pizza Marketing and Pizza Insider.

👇 Chapters below — make sure to like, subscribe, and hit the bell for more pizza biz insights!

Chapters:

00:00 – Intro & National Restaurant Show Invitation
Details on why you should join Bruce in Chicago this May.

00:41 – What You’ll Get from Attending the Show
Latest tech, gear, networking, and trends for pizzeria operators.

01:25 – 10 Years of Podcasting: How It Started
Bruce opens up about his early doubts and what kept him going.

02:33 – No One Has It All Figured Out
A powerful realization about every pizza operator—no matter the level.

03:14 – What Success Really Means in the Pizza Business
It’s not followers or praise. It’s something much simpler.

04:00 – Dealing with Chaos in the Shop
A reminder that breakdowns, no-shows, and complaints are part of the game.

04:45 – Taking Time to Appreciate How Far You’ve Come
Bruce’s personal struggle with appreciating his own progress.

05:25 – Your Monday Motivation
A pep talk for operators feeling overwhelmed or underappreciated.

06:19 – How Bruce Wants to Help You
From podcasts to videos—here’s where to find support and advice.

07:07 – Behind the Scenes: Pizza Insider with Vincent Rotolo
What it was like filming in Vegas and why this episode stood out.

08:08 – New Content Ideas: Visiting Pizzerias IRL
Bruce shares a new content idea and asks for your feedback.

09:23 – Wrap-Up & How You Can Help Shape Future Episodes
Let Bruce know if these episodes help you—DMs are open on Instagram!