Frank Pepe’s Pizzeria Napoletana has opened one of the most recognizable pizzerias in the United States using word of mouth (WOM). After returning from World War I, Pepe began making bread during the week and pizzas on the weekend. After seeing a demand for his product, he utilized his entrepreneurial spirit and focused solely on pizza. Pepe founded Pepe’s Pizzeria in 1925, with a heavy influence from his Italian culture, in New Haven, CT. 

Pepe developed the New Haven-style thin crust pizza that earned him a reputation as owner of one of the country’s premiere pizzerias. Many people began referring to Pepe as “Old Reliable,” which continued to generate positive feedback throughout different communities. Pepe’s signature pizza, the White Clam Pizza, has been the most notable recipe since its development in the mid-1960s. 

Questions for Discussion

1. What are the various promotion elements that Pepe’s uses to communicate with customers

2. What role does word of mouth play in Pepe’s integrated marketing communications

3. Evaluate free pizza as a form of sales promotion in Pepe’s success