California Pizza Kitchen Demonstrates Solid Mobile Customer Engagement

Engaging with customers via mobile channels has been a hot topic in loyalty marketing for several years, yet it seems as though there is still a distinct division between companies that “get” the platform, and those that do not. California Pizza Kitchen falls squarely into the former category, as evidenced by its recently announced 2016 Paytronix Loyaltee Award in the “Mobile Engagement” category.
 
California Pizza Kitchen’s loyalty program, Pizza Dough Rewards, has been an indisputable hit since launching in April of 2013. The program awards $5 of “Pizza Dough” for every $100 dollars spent at any of CPK’s almost 300 locations worldwide.
 
A staggering 80% of Pizza Dough Rewards users engage with the brand through the mobile app. In addition, consumers that were targeted with the app visited the restaurant 18% more compared to an untargeted control group. This increase also led to a spending lift of 10%, providing the pizza chain with tangible metrics that benefitted as a direct result of the app.
 
“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.”
 
Like many other modern apps, Pizza Dough makes use of geofencing to send push notifications to users who are near a California Pizza Kitchen location. The Paytronix-powered rewards program has already increased both open and response rates, translating directly into increased profitability for the brand.
 
“The California Pizza Kitchen Pizza Dough Rewards program is setting new standards for a mobile rewards program,” said Andrew Robbins, president, Paytronix Systems, Inc. “With the addition of geofencing capabilities into its Pizza Dough mobile app, CPK can initiate real-time communications that are highly effective at influencing guest behavior.”

Recent Content

Membership and Pricing

Videos and podcasts

Membership and Pricing