Cecil Whittaker's Pizza in Maryland Heights offers Facebook Friends special deals at least twice a week. Paul Gitland, owner and manager of Cecil Whittaker's, personally updates the Facebook page.

"The Facebook Special is always something I'd never have on a regular coupons. I like to find a way for somebody to eat well for themselves. Regular coupons are combinations with pizzas and appetizers, something for a big group. The Facebook Specials are a way for me to give a discount to individual customers so they can eat well for five or six bucks."

Looking through the feed, his most common Facebook Special is a dozen toasted ravioli, normally $6.99, for $3.33 or $4.44 — depending on the day. He also commonly offers discounts on wings or the occasional cheese pizza for $4.99 (plus $1.29 for additional toppings).

"Getting into social media to advertise is the way to go because it doesn't cost anything. Everybody has Facebook - from age 10 to 100. Plus, I like the way that I can offer my good customers a special deal. They friend me on Facebook, they take the time to comment on my page and spread the word, they deserve something special fro me," said Gitland.

While Gitland would love to you friend Cecil Whittaker's on Facebook, but he doesn't make you prove it. "People call in and say they'll take the Facebook Special. My loyal customers know I always have one going. Some days they may not know what the Facebook special is - so when they call to make a regular order they'll ask. I don't care if they checked my page today. I still give it to them. These are my most loyal customers. I love making them happy"