Episode 5 Word-of-Mouth Marketing Tips from Scarr’s Pizza

Scarr Pimentel is the owner of Scarr’s Pizza, which has such a following that it even has its own Scarr’s Air Force 1s. In this episode, he talks about his approach to creating brand evangelists and marketing the business.
Apr 18, 2024 — 2 min read



Scarr Pimentel is the owner of Scarr's Pizza in Manhattan, New York City.

About this video series

I Made This

I Made This

Scarr Pimentel is the owner of Scarr’s Pizza, ranked as one of the best slices in NYC. With a focus on community and organic ingredients, his slice was declared the best in the city by Bon Appetit. In this series, he shares how he made his business.

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Scarr Pimentel: My approach to promoting the spot, it's like I don't really want to promote it. I hate photos of pizzas and food. I keep my lighting in here purposely terrible, so people don't really promote the food. A lot of places that open up in New York, you got to be a part of this food circle behind the scenes and it's a network of people. It's like a club. That's never been my thing.

I don't have the buddy or the connections to do pr. We don't do any food influencer stuff. If you happen to see a food influencer talk about our food and praise it, it's genuine because we don't do anything for it.

All the press we get now is because they really love the product and they really come in and enjoy it. We just wrote it recently by Bon Abs, the best slice in the city, which came out of the hallway. I was like, wow. I was like all That's some nice recognition there. It's cool. It's good to know that people appreciate a genuine product. You got the quality product, quality food, people will come.

You could open up anywhere you want to open up and people will figure out who's got the best and they're going to come. We are doing really well now at the shop. We get lines, which I'm not really a fan of. The neighborhood guys, the people that really have been supporting us from day one. I want to take care of them always. How you doing? Good to see you.

The feeling of coming in here should be organic and the feeling of you discovering the space is organic. I like the path we've taken and it's worked out for the best. Even though it was really hard for me to stay on this path, to be honest, but I'm proud of the way we got to this point. I mean, it's your choice. You want to be fake kiss ass, give away free shit that's on you, or you could try to keep it real like I did. It's the harder path. It's the more difficult path and there's a lot of stress with it, but it's more rewarding for me in the end. You have real friends in the end. You have real relationships with people In the end that matter, you know. 

I'm off the hook?

Speaker 1: Think you're off the hook. 

Scarr Pimentel: Yes. 

Speaker 1: We're going to have you come back though.

Scarr Pimentel: No, alright I’ll be back.


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Tips and tricks to get the most buzz around your business with word-of-mouth marketing.

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