# Costanzo's Pizzeria - Competitive Pricing Analysis
**Prepared:** July 30, 2026
**Market:** Savannah, GA Pizza Sector
**Methodology:** Public menu data from Slice, Grubhub, Store websites, TripAdvisor, Yelp

---

## 1. Market Overview

Savannah pizza market averages $17 per pizza (range $11-$33), running 5% below national average due to lower cost of living. Costanzo's operates at the $13.99-$27.99 range, placing them in the **upper-mid to premium tier** of Savannah's independent pizza market.

---

## 2. Direct Competitor Comparison

### Allyanna's Olde Style Pizzeria
**Location:** 205-C E Montgomery Cross Rd (SAME STRIP as Costanzo's)
**Style:** New York-style
**Price Tier:** $ ($8.99-$12.99 base)

| Item | Allyanna's | Costanzo's | Delta |
|---|---|---|---|
| Cheese Pizza | $10.99 (14") | $13.99 (16") / $15.99 (18") | +27% to +45% |
| Specialty Pizza | $12.99 | $17.99-$27.99 | +38% to +115% |
| Calzone | $8.99 (3 toppings) | $11.99 (2 toppings) | +33% |
| Wings | Part of $50.99 family deal | $7.49 (6) / $14.99 (13) | - |

**Key threat:** Same shopping strip. Lower base prices. Calzone allows 3 toppings vs Costanzo's 2. Family wing deal ($50.99 for 2 pizzas + wings + bread + soda) is a strong bundle. Specialty pizzas have unique variety Costanzo's doesn't match (Philly Cheesesteak, Greek Chicken Spinach, Shrimp & Crab).

**Costanzo's advantage:** 18" size not available at Allyanna's. Larger pizzas better for families/groups. Handmade crust differentiator.

---

### Stoner's Pizza Joint
**Location:** Downtown + Southside Savannah (multi-location)
**Style:** Local chain, quirky brand
**Price Tier:** $ ($11.99-$15.99)

| Item | Stoner's | Costanzo's | Delta |
|---|---|---|---|
| Cheese Pizza | $11.99 | $13.99 (16") | +17% |
| Pepperoni | $13.99 | $15.99 (16") | +14% |
| Specialty (highest) | $15.99 (Nice to Meat You) | $27.99 (18" Supreme) | +75% |
| Breadsticks | $5.48 | N/A (similar to breadsticks) | - |
| Salad | $6.99-$11.99 | $4.79-$11.99 | Comparable |

**Key threat:** Strong brand recognition with younger demographic. Multiple locations. Lower entry price point. Extensive wing and munchie menu. $15.99 tops out for specialty pizzas.

**Costanzo's advantage:** Better value on 16" vs Stoner's 14" size at similar base prices. $13.99 for 16" cheese vs Stoner's $11.99 for a smaller pizza = comparable per-slice cost. Stoner's doesn't do 18".

---

### PS Tavern
**Location:** Downtown
**Style:** Casual tavern
**Price Tier:** $
- Large pizza: $18
- Wings: available

**Key insight:** $18 large pizza establishes a market ceiling for "casual pizza" in downtown Savannah. Costanzo's 16" cheese is $4 below this, but Supreme/Veggie at $23.99-$27.99 exceed it by 33-55%.

---

### Screamin' Mimi's
**Location:** Heart of Savannah
**Style:** New York slice shop, takeout window
- Whole pie: ~$24
- Slices: individual pricing

**Key insight:** Different format (walk-up slice shop, not sit-down). $24 whole pie is between Costanzo's 16" and 18" specialty pricing. Screamin' Mimi's guests expect NY-style speed, not table service.

---

## 3. Pricing Gap Analysis

### The Problem: Extreme Price Spread

| Pizza | 16" Price | 18" Price | 16→18 Step |
|---|---|---|---|
| Cheese | $13.99 | $15.99 | +$2.00 (+14%) |
| Pepperoni | $15.99 | $17.99 | +$2.00 (+13%) |
| Meat Lovers | $19.99 | $21.99 | +$2.00 (+10%) |
| Veggie | $23.99 | $25.99 | +$2.00 (+8%) |
| Supreme | $25.99 | $27.99 | +$2.00 (+8%) |

**Spread from Cheese 16" ($13.99) to Supreme 18" ($27.99) = $14.00 (100% increase).**

The 16"→18" step at +$2 is consistent and reasonable (50% more pizza area for ~13% more cost = good value story).

But the specialty-to-cheese gap is the issue. A customer browsing sees:
- Cheese $13.99 → Supreme $25.99 (nearly double)
- Veggie $23.99 → Supreme $25.99 (both over $23)

### Competitor Comparison on Specialty Pizzas

| Item | Costanzo's (16") | Allyanna's | Stoner's |
|---|---|---|---|
| Meat Lovers | $19.99 | $12.99 | $15.99 |
| Veggie | $23.99 | $12.99 | $13.99 |
| Supreme/Deluxe | $25.99 | $12.99 | $14.99 |
| Hawaiian | $17.99 | $12.99 | $13.99 |

**Costanzo's premium: 54-100% above Allyanna's, 33-86% above Stoner's.**

---

## 4. Menu Item-by-Item Assessment

### Pizza (Core Product)
**Current:** 9 toppings × 2 sizes = 18 line items
**Assessment:** Above-average selection. No 14" entry point.

### Slices
**Current:** $2.99 (cheese) - $4.25 (premium)
**Assessment:** Competitive. Lunch slice + drink combo could drive midday traffic.

### Stromboli & Calzone
**Current:** $10.99/$11.99 with 2 toppings, +$2 each additional
**Assessment:** At $10.99 with 2 toppings, the Stromboli is the best value entree on the menu. Allyanna's calzone is $8.99 with 3 toppings — Costanzo's needs to match or beat on topping count.

### Wings
**Current:** (6) $7.49, (13) $14.99
**Assessment:** $1.15-$1.25/wing is standard for Savannah. No sauce variety (Buffalo, Garlic Pepper, Plain only) vs competitors offering 6-10 sauces.

### Salads
**Current:** $4.79 Side - $11.99 Antipasto
**Assessment:** Good range. Pricing aligns with market ($6.99 for Stoner's Caesar vs Costanzo's similar).

### Desserts
**Current:** Cheese Cake $4.99, Cinnamon Stix $5.99
**Assessment:** No comparison data available. Pricing feels fair for add-on items.

---

## 5. Recommended Pricing Adjustments

### Recommendation 1: Add a 14" Size as Entry Point
Market expects a small/large choice. Add a 14":
- Cheese 14": $9.99
- Pepperoni 14": $11.99
- Specialty 14": $13.99-$15.99

This bridges the gap with Allyanna's/Stoner's base pricing while protecting the premium 16"/18" positioning.

### Recommendation 2: Flatten the Premium Price Curve
The $13.99→$25.99 spread is too wide. Consider:
- **Cheese:** $13.99 (keep)
- **1-topping (Pepperoni/Sausage):** $15.99 (keep)
- **2-topping (Hawaiian/Mushroom&Spinach):** $16.99 (down $1)
- **3-topping (Meat Lovers/Tomato Basil):** $17.99 (down $2)
- **5+ topping (Veggie/Supreme):** $19.99-$21.99 (down $4-6)

This puts the ceiling at $21.99 for 18" Supreme — still above Stoner's $15.99 but closing the gap to ~37% instead of 75%.

### Recommendation 3: Market the 18" Value Story
"50% more pizza, only $2 more" should be a prominent callout on the menu board. This is a genuine competitive advantage — no nearby competitor offers 18".

### Recommendation 4: Add Wing Sauce Variety
Expand from 3 to 6-8 sauces (add Honey BBQ, Teriyaki, Lemon Pepper, Hot Garlic). Wing popularity carries high margin. Menu board currently has the flavors listed but the website only shows 3.

### Recommendation 5: Lunch Slice Combo
$5.99-6.99 for 2 slices + drink. Competes with Allyanna's and Screamin' Mimi's lunch crowd. Put this on the right screen menu board.

### Recommendation 6: Bundle Deal on Menu Board
Add a "Family Feast" callout to the right screen:
- 2 Large 16" 1-topping pizzas + 13 wings + 2-liter: $44.99
- Compare: Allyanna's similar bundle $50.99

---

## 6. Menu Board Content Recommendations

### Left Screen (Pizza Focus)
- Keep the premium visual design (dark teal, gold accents are working)
- Add "50% MORE PIZZA" callout next to 18" pricing
- Italicize "handmade crust daily" as quality anchor
- Show slice prices prominently for lunch traffic

### Right Screen (Sides/Focus)
- Add Lunch Combo section with slice + drink pricing
- Expand wing flavor listing (if available)
- Add "Ask about our Family Feast" callout
- Consider a daily special zone (rotating content via Signage CMS)

---

## 7. Competitive Positioning Summary

| Factor | Costanzo's | vs Market |
|---|---|---|
| Base price (cheese 16") | $13.99 | +27% vs Allyanna's, +17% vs Stoner's |
| Premium price (Supreme) | $25.99-$27.99 | +100% vs Allyanna's, +75% vs Stoner's |
| Size advantage | 18" available | None match - unique differentiator |
| Slice price | $2.99-$4.25 | Competitive |
| Wings | $1.15-1.25/wing | On market |
| Calzone value | $11.99 (2 toppings) | Weaker than Allyanna's (3 at $8.99) |
| Bundle deals | None listed | Weakness vs competitors |

**Core recommendation:** The 18" is the product — everything else needs adjustment. Protect the premium positioning for the 18" while making the 16" line more competitive.

---

*For Signage CMS integration: These prices can be loaded via dynamic data import when Costanzo's updates their pricing. The canvas template preserves layout while swapping content.*