Case Studies

Pizza

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Read our marketing case studies showcasing how our solutions help pizza marketers succeed. 

National Pizza Chain

Objective

A national pizza chain customer wanted to enhance their current print program by combining loyalty and acquisition messaging in the same mailing to save money and increase return on investment. They were also looking to increase year-over-year sales and drive more customers to their stores.

Our Approach

  • Targeted full ZIP codes within delivery area around each location
  • Created multiple consumer segments:
    • Current Customers & Loyal Customers based on online ordering frequency
    • New Customers
    • Potential Customers
  • Varied messages with different offers to each group utilizing the Variable Messaging Impact Postcard
  • Established a mailing frequency to maintain customer attention and stay top-of-mind

The Results

$29,497

Sales increase compared to the previous month

$54,128

Sales increase compared to the previous year's same promotional period

Pizza Hut Franchise

Objective

A Pizza Hut franchise was seeking cost-effective ways to find out more about his customers and how to best market to them to increase sales and traffic among existing customers and new customers.

Our Approach

  • Performed penetration analysis utilizing client-provided customer data​
  • Analyzed the trade area where majority of customers were located​
  • Identified key areas of opportunity using predictive data geared toward Pizza Hut​
  • Scored trade area geography to determine the best households​
  • Created an actionable mailing solution to reach new and existing customers​ utilizing the Impact Postcard

The Results

23%

ROI achieved with first mailing

26%

ROI achieved with second mailing

Pizza Restaurant

Objective

Objective: Increase Monthly ROI & Average Ticket Sales

Our Approach

  • Utilized a Targeted Insert to reach 40,000 households at the ZIP code level with strong offers:
    • $5.99 all you can eat Sunday buffet
    • $16 pizza and wings
    • $5.99 2 medium/2 topping pizzas
    • $10.99 large/1 topping/stuffed crust
    • $10 dinner box

The Results

795

Coupons were redeemed in one week, in-store and online

4%

Redemption rate over a three-week period

Regional Pizza Chain

Objective

A regional pizza chain was looking to target households and drive traffic to their locations in a campaign spanning across four months.

Our Approach

  • Identified the client’s key geography to build out both direct mail and digital components of the campaign utilizing Targeted Inserts + Addressable Geofencing (AGF) Digital Display
    Ads.
  • For digital, we targeted the full direct mail list with about a 99% match rate
  • The direct mail pieces dropped at the end of each campaign month. 18 digital impressions targeting the same households deployed over the course of 10 days, starting 1-2 days before the direct mail piece hit the mailbox.
  • Campaign results were tracked by monitoring website traffic, as well as foot traffic attribution at all locations.

The Results

12.6

Million Impressions

0.21%

CTR, 2x greater than the industry average

26k

Website visits and 15k foot traffic conversions

National Pizza Chain

Objective

A national pizza chain location was looking to combat significant sales decreases that occurred after a competitor opened a new location in the same trade area.

Our Approach

  • Utilized Impact Postcard to create ads with high visibility​
  • Addressed postcards to consumer name to provide a personalized experience​
  • Targeted pizza consumers in immediate trade area ​

The Results

12%

Sales increase after experiencing a 6% decrease before the postcard was utilized

18%

Total improvement in sales

Did you know? 65% of pizza lovers responded to an ad received in the mailbox in the last 12 months. Our integrated Boost solutions work synergistically to lift response rates by up to 118% and conversion rates by up to 28%. Learn more about the latest pizza marketing trends and advertising opportunities on our pizza page.

Sources: 2020 AudienceSCAN®, Millward Brown Print Campaign Analysis, Simplifi

We work with leading pizza delivery establishments and restaurants across the U.S.


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