The Loyaltees Awards highlight leading and innovative brands in the restaurant and retail industries. When it comes to incredible guest engagement strategies, this year's winners set a new standard of excellence.

 
 

Pie Five Pizza Successfully Targets Millennials with Paytronix-Powered Circle of Crust Rewards Program

In August 2013, when they had 11 locations, Pie Five Pizza launched its Circle of Crust guest appreciation program, which is built on the Paytronix Rewards Platform. As the company grew, so did the Circle of Crust. It provides Pie Five Pizza with a unique marketing vehicle that has allowed the fast-growing pizza chain to get much closer to its customers than competitors with much deeper advertising budgets.

 

The Challenge

Pie Five Pizza wanted to overhaul its email and paper-based VIP punch programs with a new digital program that would deliver a better customer experience for its target millennial audience. They also wanted a program that would gather guest data and integrate with its messaging program and POS system. Pie Five Logo

The Program In August 2013, when they had 11 locations, Pie Five Pizza launched its Circle of Crust guest appreciation program, which is built on the Paytronix Rewards Platform. As the company grew, so did the Circle of Crust. It provides Pie Five Pizza with a unique marketing vehicle that has allowed the fast-growing pizza chain to get much closer to its customers than competitors with much deeper advertising budgets.

The Circle of Crust core program rewards frequent guests with points for each purchase. When a guest accrues 20 points, they can redeem the points for a free pizza or large salad. Each member receives advance notification of new products and special offers.  Through an extra layer to the program, members receive a free pizza or large salad to celebrate their half birthday.

The Pie Five Pizza Circle of Crust program has more than 500,000 members and had over 90% growth in same-store membership in 2015 over the prior year.  The headquarters-driven marketing program is especially attractive to Pie Five Pizza franchisees, who typically see between 600 and 1000 new members for each store they open. A centrally-managed, turnkey marketing program, Circle of Crust helps the franchisees differentiate their stories from other pizza chains and to drive traffic.  All they have to do is keep their employees motivated to ask guests for their member ID and redeem rewards at the POS. 

 

The Results With the data-driven Paytronix Reward Platform at its core, the Pie Five Pizza Circle of Crust rewards program has achieved:  

Convenience – Gives Pie Five’s millennial customers a hip and fun digital rewards program that eliminates the need to carry a card.

Targeted messaging – Leverages customer data stored on the Paytronix platform to send information or points-based offers to guests based on their purchase history. Other offers include invitations to pre-opening events, product taste tests, limited time offers, gift card offers, etc. 

Consumer research – Engages Pie Five’s loyal base of customers in the pizza experience with surveys asking which ingredients and combinations they want to see on the menu or to develop limited time offers. 

Campaign expertise – Helps Pie Five set up point-based offers with specific locations and dates.

Improved metrics

  • Open rates of 25 to 30% depending on email,
  • Increased guest frequency and sales during Circle of Crust offer periods,
  • Higher check average per guest for members versus non-members.

Near-Term Plans

Building on the benefits of the Circle of Crust program, Pie Five plans on adding a mobile app with mobile ordering for its guests. Guests will then be able to join the program on the fly, earn and redeem points, check their points balance, find locations, and identify themselves at the POS via the mobile app through a bar code feature.

Quotes

“The Paytronix Rewards Platform enables Pie Five Pizza to extend its unique and quirky brand voice to the Circle of Crust rewards program and successfully target and engage with its millennial base. The more we use the program to survey members, the more Circle of Crust also becomes a consumer research group that truly makes our members a part of the pizza experience.” – Christina Coy, Vice President of Marketing| Pie Five Pizza Co.

“Pie Five Pizza wanted its Circle of Crust program to be both on the cutting edge of tech and fun. With the Paytronix Rewards Platform, Pie Five Pizza has delivered a modern rewards program that relies on customer data to create offers based on our guests’ purchase history.” -- Kimberly Turman, Digital Marketing Manager

About Pie Five Pizza

Dallas-based Pie Five Pizza Co. is a subsidiary of RAVE Restaurant Group, Inc. (NASDAQ: RAVE), which owns, franchises and supplies more than 300 Pie Five and Pizza Inn restaurants operating domestically and internationally. Pie Five Pizza Co. is the leading brand in the rapidly growing fast-casual pizza space, offering individual handcrafted pizzas with fresh ingredients made to order in less than five minutes. The company currently has over 80 locations in 24 states and the District of Columbia.

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