In April 2013, the new CPK Pizza Dough Rewards program was delivered to the hands of millions of guests via its branded Android and iOS apps. With the points-based rewards, members earn $5 of Pizza Dough for every $100 spent on each POS or online ordering transaction. Members identify themselves at the restaurant, check reward balances, and receive highly relevant, visit-inspiring messages on their devices.
The mobile Pizza Dough Rewards platform through Paytronix allows California Pizza Kitchen to reach and engage guests, where they are, in a targeted and highly relevant way.
The CPK marketing team has leveraged the mobile Pizza Dough platform to send relevant guest communications and to increase the impact of the marketing investment by:
Lifting Promotional Results – With the addition of real-time geofencing messaging to its channel mix, CPK is able to reach customers while they were likely making the “where-to-dine” decision and to compel them to visit CPK. The visit rate of the targeted group exceeded the control group by about 18%. This also equated to a spending lift of 10%.
Testing and Optimizing the Program -- CPK leverages the Paytronix platform to test its core program in target markets and to uncover ways to continuously improve the results of the overall rewards program. It then uses the rich data to inform go, no-go decisions.
Generating Results -- CPK has adjusted its strategy to deliver relevant, targeted messages coupled with new messaging channels such as geofencing. For CPK, both open rates and responses are up, which translates into revenue.
“The Pizza Dough mobile app is the centerpiece of the CPK marketing program. The fact that 80% of our market is on the phone says a lot about where our audience is and where we need to be,” said Ashley Ceraolo, Vice President of Marketing, California Pizza Kitchen. “I recently made a presentation that highlighted the ways we ID in store without cards which includes member name and telephone number entered in to the POS or a guest can check in with the mobile app. So it’s all card free.”