Pizza Today - September 2024 - 26
OPERATIONS
Presidents Club - aligned with
the brand's counterculture
vibe and Washington, D.C.
roots. Th ey created a redemption
program featuring both
food and merchandise and
developed random surprises
and VIP experiences. Th ey
initiated A/B testing to assess
what eff orts propelled results.
Within four months of its
launch, Burns saw results as
&pizza scored a fi ve-point
swing in sales.
" If you're doing loyalty right,
it should prompt repeat visits
and build a dedicated fan base
for the brand, " Burns says.
In a competitive restaurant
landscape, a loyalty program
is becoming an all-important
tool for restaurants to drive
repeat visits.
" A loyalty program is crucial
because it gives your high-value
guests a compelling reason
to dine with you more often, "
Th anx vice president of marLeveraging
Loyalty
By Daniel P. Smith
How pizzerias can use loyalty programs to propel return visits
Mike Burns
wants loyalty
When the veteran restaurant
industry executive took the helm of
fast casual pizza chain &pizza earlier
this year, overhauling the 55-restaurant
chain's tech stack, including its loyalty
program, was among his top priorities.
While &pizza had an existing loyalty
26 / PIZZATODAY.COM / SEPTEMBER 2024
program, it relied heavily on discounting
and mass texting and was falling
short of its potential. Burns knew it
could work better, particularly at
generating repeat visits, by becoming
more dynamic, seamless and unique.
Burns leveraged his existing relationship
with Th anx, a prominent loyalty
and guest engagement platform for
restaurants, and focused on " building
loyalty organically. " He and his
team adopted a quirky and memorable
loyalty program name - the Dead
keting Emily Rugaber says.
" It's why so many are looking
to ramp this up. "
Building return visits with
loyalty
Citing years of data, Paytronix,
a leader in guest engagement
for restaurants, fi nds
adding a basic loyalty program
creates an 18- to 30-percent
increase in spending and visit
frequency among program
members. Th at's enticing, of
course, but merely having a
loyalty program isn't enough.
To optimize a program and
woo repeat visits, strategy and
thoughtful action matters,
which is why savvy restaurant
operators take these steps:
http://www.PIZZATODAY.COM
Pizza Today - September 2024
Table of Contents for the Digital Edition of Pizza Today - September 2024
Pizza Today - September 2024 - CT1
Pizza Today - September 2024 - CT2
Pizza Today - September 2024 - Cover1
Pizza Today - September 2024 - Cover2
Pizza Today - September 2024 - 3
Pizza Today - September 2024 - 4
Pizza Today - September 2024 - 5
Pizza Today - September 2024 - 6
Pizza Today - September 2024 - 7
Pizza Today - September 2024 - 8
Pizza Today - September 2024 - 9
Pizza Today - September 2024 - 10
Pizza Today - September 2024 - 11
Pizza Today - September 2024 - 12
Pizza Today - September 2024 - 13
Pizza Today - September 2024 - 14
Pizza Today - September 2024 - 15
Pizza Today - September 2024 - 16
Pizza Today - September 2024 - 17
Pizza Today - September 2024 - 18
Pizza Today - September 2024 - 19
Pizza Today - September 2024 - 20
Pizza Today - September 2024 - 21
Pizza Today - September 2024 - 22
Pizza Today - September 2024 - 23
Pizza Today - September 2024 - 24
Pizza Today - September 2024 - 25
Pizza Today - September 2024 - 26
Pizza Today - September 2024 - 27
Pizza Today - September 2024 - 28
Pizza Today - September 2024 - 29
Pizza Today - September 2024 - 30
Pizza Today - September 2024 - 31
Pizza Today - September 2024 - 32
Pizza Today - September 2024 - 33
Pizza Today - September 2024 - 34
Pizza Today - September 2024 - 35
Pizza Today - September 2024 - 36
Pizza Today - September 2024 - 37
Pizza Today - September 2024 - 38
Pizza Today - September 2024 - 39
Pizza Today - September 2024 - 40
Pizza Today - September 2024 - 41
Pizza Today - September 2024 - 42
Pizza Today - September 2024 - 43
Pizza Today - September 2024 - 44
Pizza Today - September 2024 - 45
Pizza Today - September 2024 - 46
Pizza Today - September 2024 - 47
Pizza Today - September 2024 - 48
Pizza Today - September 2024 - 49
Pizza Today - September 2024 - 50
Pizza Today - September 2024 - 51
Pizza Today - September 2024 - 52
Pizza Today - September 2024 - 53
Pizza Today - September 2024 - 54
Pizza Today - September 2024 - 55
Pizza Today - September 2024 - 56
Pizza Today - September 2024 - 57
Pizza Today - September 2024 - 58
Pizza Today - September 2024 - Cover3
Pizza Today - September 2024 - Cover4
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