Pizza Restaurant Direct Mail Success Story
Pizza Restaurant Direct Mail Success Story
Customer 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.
Campaign Strategy
Target full zip codes within delivery area around each location
Create multiple consumer segments:
- Current Customers & Loyal Customers based on online ordering frequency
- New Customers
- Potential Customers
Vary messages with different offers to each group
Establish a mailing frequency maintain customer attention and stay top-of-mind
Pizza Industry Trends
Changing consumer preferences and a crowded pizza market have created tougher competition in the pizza category. During the COVID-19 pandemic, many homebound consumers turned to the original delivery staple–pizza! In fact, 63% of customers said they sought out pizza during the pandemic.
Visit our resource page for restaurant and pizza customers for more blog posts, success stories, and more information to inform your marketing strategy.
Pizza Industry Trends
Changing consumer preferences and a crowded pizza market have created tougher competition in the pizza category. During the COVID-19 pandemic, many homebound consumers turned to the original delivery staple–pizza! In fact, 63% of customers said they sought out pizza during the pandemic.
Visit our resource page for restaurant and pizza customers for more blog posts, success stories, and more information to inform your marketing strategy.
Many consumers who are buying pizza are also looking for the best deal by using coupons.
14% of US adults said they order pizza (pick-up or delivery) at least twice a week in the past 12 months.
While more than 60% of all food deliveries are still pizza, the addition of the third-party delivery providers has created competition for the pizza industry.
Sources: Fox6Now, Datasential, AudienceScan 2020
Pizza Advertising Opportunities with Direct Mail
Ads in the mailbox offer a great way to promote awareness of your business and highlight your services and products while targeting your best potential customers.
In the past 12 months, 64% of pizza lovers have responded to an ad or coupon in the mailbox.
Mspark’s shared mail package typically averages over 80% readership, helping give your pizza business maximum exposure.
When you add direct mail to your media mix, it can achieve 39% lift in consumer awareness compared to a single media campaign.
When print is paired with digital media, advertisers see as much as a 30% lift in response.
Sources: AdMall AudienceSCAN 2020, Prosper Insights & Analytics
Direct Mail’s Influence on Pizza Customers
- 79% of pizza lovers responded to an ad received in the mailbox in the last 12 months
- Direct mail drives online activity and sales and this could potentially translate into online pizza orders – in fact, there is a 28% likelihood that direct mail will prompt online shopping
- 38.7% of adults ages 22-24 read direct mail immediately and 38.2% of adults ages 25-34 read immediately
- According to the DMA, direct mail response rates are on the rise – last year average response rates were at 5.3% – a 43% increase from the previous year and the best it’s been in the last 13 years
Sources: AdMall 2017, AudienceSCAN 2017, 2017 DMA Response Rate Report
How Do I Find My Best Pizza Customers?
Our Consumer Analytics team are highly skilled in the science of micromarketing. What does that mean? Micromarketing is another way of saying that we develop a marketing strategy in which your direct mail advertising efforts are focused on a small group of highly-targeted customers. This gives your message the best chance possible to be seen by the right customers at the right time.
If you’re trying to reach those in your delivery zones, Mspark can help through a variety of targeting options. Mspark can help your campaign reach an entire market, or narrow it down by zip code, sub-zip code, carrier route or even down to a specific household. We can help you geographically target by your unique circumstances, such staying within delivery zones or battling competitive intrusion.
