Marketing
The Capriotti’s marketing plan is locally focused. "We come from the fundamental belief that 80 percent of your business comes from three square miles, so we focus on neighborhood marketing plans," Morris said.
With little usage of traditional advertising methods, Capriotti’s primarily relies on customers’ testimonials.
In 2008, the company launched a social media marketing campaign, utilizing both Facebook and Twitter accounts that were originally established by customers of Capriotti’s. The sites feature thousands of Capriotti’s fans.
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