204 lines
8.2 KiB
Markdown
204 lines
8.2 KiB
Markdown
# Costanzo's Pizzeria - Competitive Pricing Analysis
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**Prepared:** July 30, 2026
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**Market:** Savannah, GA Pizza Sector
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**Methodology:** Public menu data from Slice, Grubhub, Store websites, TripAdvisor, Yelp
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---
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## 1. Market Overview
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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.
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---
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## 2. Direct Competitor Comparison
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### Allyanna's Olde Style Pizzeria
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**Location:** 205-C E Montgomery Cross Rd (SAME STRIP as Costanzo's)
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**Style:** New York-style
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**Price Tier:** $ ($8.99-$12.99 base)
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| Item | Allyanna's | Costanzo's | Delta |
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|---|---|---|---|
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| Cheese Pizza | $10.99 (14") | $13.99 (16") / $15.99 (18") | +27% to +45% |
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| Specialty Pizza | $12.99 | $17.99-$27.99 | +38% to +115% |
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| Calzone | $8.99 (3 toppings) | $11.99 (2 toppings) | +33% |
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| Wings | Part of $50.99 family deal | $7.49 (6) / $14.99 (13) | - |
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**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).
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**Costanzo's advantage:** 18" size not available at Allyanna's. Larger pizzas better for families/groups. Handmade crust differentiator.
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---
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### Stoner's Pizza Joint
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**Location:** Downtown + Southside Savannah (multi-location)
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**Style:** Local chain, quirky brand
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**Price Tier:** $ ($11.99-$15.99)
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| Item | Stoner's | Costanzo's | Delta |
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| Cheese Pizza | $11.99 | $13.99 (16") | +17% |
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| Pepperoni | $13.99 | $15.99 (16") | +14% |
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| Specialty (highest) | $15.99 (Nice to Meat You) | $27.99 (18" Supreme) | +75% |
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| Breadsticks | $5.48 | N/A (similar to breadsticks) | - |
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| Salad | $6.99-$11.99 | $4.79-$11.99 | Comparable |
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**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.
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**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".
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---
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### PS Tavern
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**Location:** Downtown
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**Style:** Casual tavern
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**Price Tier:** $
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- Large pizza: $18
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- Wings: available
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**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%.
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---
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### Screamin' Mimi's
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**Location:** Heart of Savannah
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**Style:** New York slice shop, takeout window
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- Whole pie: ~$24
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- Slices: individual pricing
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**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.
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---
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## 3. Pricing Gap Analysis
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### The Problem: Extreme Price Spread
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| Pizza | 16" Price | 18" Price | 16→18 Step |
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|---|---|---|---|
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| Cheese | $13.99 | $15.99 | +$2.00 (+14%) |
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| Pepperoni | $15.99 | $17.99 | +$2.00 (+13%) |
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| Meat Lovers | $19.99 | $21.99 | +$2.00 (+10%) |
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| Veggie | $23.99 | $25.99 | +$2.00 (+8%) |
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| Supreme | $25.99 | $27.99 | +$2.00 (+8%) |
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**Spread from Cheese 16" ($13.99) to Supreme 18" ($27.99) = $14.00 (100% increase).**
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The 16"→18" step at +$2 is consistent and reasonable (50% more pizza area for ~13% more cost = good value story).
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But the specialty-to-cheese gap is the issue. A customer browsing sees:
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- Cheese $13.99 → Supreme $25.99 (nearly double)
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- Veggie $23.99 → Supreme $25.99 (both over $23)
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### Competitor Comparison on Specialty Pizzas
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| Item | Costanzo's (16") | Allyanna's | Stoner's |
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| Meat Lovers | $19.99 | $12.99 | $15.99 |
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| Veggie | $23.99 | $12.99 | $13.99 |
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| Supreme/Deluxe | $25.99 | $12.99 | $14.99 |
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| Hawaiian | $17.99 | $12.99 | $13.99 |
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**Costanzo's premium: 54-100% above Allyanna's, 33-86% above Stoner's.**
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---
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## 4. Menu Item-by-Item Assessment
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### Pizza (Core Product)
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**Current:** 9 toppings × 2 sizes = 18 line items
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**Assessment:** Above-average selection. No 14" entry point.
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### Slices
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**Current:** $2.99 (cheese) - $4.25 (premium)
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**Assessment:** Competitive. Lunch slice + drink combo could drive midday traffic.
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### Stromboli & Calzone
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**Current:** $10.99/$11.99 with 2 toppings, +$2 each additional
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**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.
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### Wings
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**Current:** (6) $7.49, (13) $14.99
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**Assessment:** $1.15-$1.25/wing is standard for Savannah. No sauce variety (Buffalo, Garlic Pepper, Plain only) vs competitors offering 6-10 sauces.
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### Salads
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**Current:** $4.79 Side - $11.99 Antipasto
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**Assessment:** Good range. Pricing aligns with market ($6.99 for Stoner's Caesar vs Costanzo's similar).
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### Desserts
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**Current:** Cheese Cake $4.99, Cinnamon Stix $5.99
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**Assessment:** No comparison data available. Pricing feels fair for add-on items.
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---
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## 5. Recommended Pricing Adjustments
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### Recommendation 1: Add a 14" Size as Entry Point
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Market expects a small/large choice. Add a 14":
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- Cheese 14": $9.99
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- Pepperoni 14": $11.99
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- Specialty 14": $13.99-$15.99
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This bridges the gap with Allyanna's/Stoner's base pricing while protecting the premium 16"/18" positioning.
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### Recommendation 2: Flatten the Premium Price Curve
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The $13.99→$25.99 spread is too wide. Consider:
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- **Cheese:** $13.99 (keep)
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- **1-topping (Pepperoni/Sausage):** $15.99 (keep)
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- **2-topping (Hawaiian/Mushroom&Spinach):** $16.99 (down $1)
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- **3-topping (Meat Lovers/Tomato Basil):** $17.99 (down $2)
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- **5+ topping (Veggie/Supreme):** $19.99-$21.99 (down $4-6)
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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%.
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### Recommendation 3: Market the 18" Value Story
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"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".
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### Recommendation 4: Add Wing Sauce Variety
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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.
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### Recommendation 5: Lunch Slice Combo
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$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.
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### Recommendation 6: Bundle Deal on Menu Board
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Add a "Family Feast" callout to the right screen:
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- 2 Large 16" 1-topping pizzas + 13 wings + 2-liter: $44.99
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- Compare: Allyanna's similar bundle $50.99
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---
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## 6. Menu Board Content Recommendations
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### Left Screen (Pizza Focus)
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- Keep the premium visual design (dark teal, gold accents are working)
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- Add "50% MORE PIZZA" callout next to 18" pricing
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- Italicize "handmade crust daily" as quality anchor
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- Show slice prices prominently for lunch traffic
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### Right Screen (Sides/Focus)
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- Add Lunch Combo section with slice + drink pricing
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- Expand wing flavor listing (if available)
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- Add "Ask about our Family Feast" callout
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- Consider a daily special zone (rotating content via Signage CMS)
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---
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## 7. Competitive Positioning Summary
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| Factor | Costanzo's | vs Market |
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| Base price (cheese 16") | $13.99 | +27% vs Allyanna's, +17% vs Stoner's |
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| Premium price (Supreme) | $25.99-$27.99 | +100% vs Allyanna's, +75% vs Stoner's |
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| Size advantage | 18" available | None match - unique differentiator |
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| Slice price | $2.99-$4.25 | Competitive |
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| Wings | $1.15-1.25/wing | On market |
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| Calzone value | $11.99 (2 toppings) | Weaker than Allyanna's (3 at $8.99) |
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| Bundle deals | None listed | Weakness vs competitors |
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**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.
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---
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*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.*
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