Pizza Today - June 2022 - 28

tor mind might start to get excited
because that means you're going
to be able to tap your customer in
new and exciting ways. For a large
portion of the population, typically
people in their 40s and older, this
will freak them out. Th is will scream
Big Brother and " I want nothing to
do with it. " Bear in mind that people
over 40, not all, are typically more
inclined to be money-conscious
customers. Regardless of if they are
rich or poor. So, approach anything
like this with some level of tact. Even
include at the bottom something
like, " You're getting these off ers and
exclusives because YOU signed up
for it. We dig you and have not nor
will we sell your info, just an FYI
from us to you. "
Tour Guide Loyalty
Another problem with points
is they don't get the customer to
buy what you want them to buy. A
solid loyalty program does not use
ONLY points or dollars but instead
allows for items. If you can push an
item with low food costs or items
that represent you well, items that
people might not know about, that's
28 / PIZZATODAY.COM / JUNE 2022
where you drive actual loyalty-true
fandom to your brand. Let's say you
make a fantastic Caprese platter, one
that you know if people had, you
would own as a customer and potentially
transition them to a catering
client. If you could say, " Hey, when
you buy your fi fth pizza in a month,
you'll get an order of the Mom and
Pop Caprese Platter, " Th en you're
using that freebie as a gateway drug
into your catering program. You
are the tour guide, leading them
on a journey through your menu to
maximize their exposure. Getting
smart with things like this is how
you genuinely maximize loyalty.
Th e customer will see that they're
getting a lot of free food. Th ey don't
overtly realize that they're getting
led into your world more and more.
Th is is how you endear yourself to
the customer and make them highly
aware of what you do in the hopes
of planting the seeds to have a more
extensive and loyal relationship with
that customer.
Multiple Brands
If you have multiple brands, a
loyalty program might be a great way
to get the pizza customers to become
customers of a diff erent thing you
sell. I have multiple brands, and
that's one of the main things I look
for in any loyalty program. Can I
take one person who's a fan of our
pizza and turn them into a fan of our
gelaterias via this loyalty program?
Along with all loyalty programs, it's
genuinely about the ROI, and a good
loyalty program will show how often
someone's coming back.
ROI
My return-on-investment formula
is fundamental and straightforward.
Five times. If I spend $300 a month
on a loyalty program, I need to know
that $1,500 of unique sales generate
from this investment in the loyalty
program. If it can do that, then it
works. Th at covers the food costs,
the labor and the program in and of
itself, theoretically. With all loyalty
programs, there will be a sales rep
with a demo that says it connects to
your POS. No matter how cool the
sales rep is, no matter how clean the
user interface looks, never be married
to a contract that you don't have an
out on, assuming you've proved the
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Pizza Today - June 2022

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