Pizza Ranch proved its ability to drive measurable customer loyalty on Tuesday when it was announced as the first winner of the 2016 Loyaltees Awards, presented by Paytronix. The awards recognize companies who most effectively leverage the Paytronix Rewards platform to achieve increased customer engagement.
The Iowa-based pizza chain, which consists of almost 200 locations across 13 states, won the award based on the results of their Black Friday Double-Points Promotion. In an effort to increase sales on a day usually reserved for retail shopping, the brand offered a one-day promotion that offered guests double points for their purchases.
The company’s loyalty program, Ranch Rewards, opts for a simplistic system of points redemption: customers earn a point for every dollar spent on qualifying purchases, and can trade 75 points for a $5 credit.
“Taking advantage of the analytics capabilities of the Paytronix Rewards Platform, Pizza Ranch marketing executives can look at sales and transactions or test-and-control parameters to generate reports on the Black Friday promotions,” said Cody Pierce, VP of Marketing at Pizza Ranch. “In addition, Paytronix Data Insights enables Pizza Ranch to do comparisons so that we can look at previous years not offering double points versus the years we did, as well as how those Fridays compare to previous Fridays in a month.”
The promotion was a roaring success, and the sales numbers tell the story. The company observed a sales lift of over 65% compared to the previous Friday, and saw a significant increase in gift card sales from customers looking to make the most of the offer. Most impressive, however, was the ROI observed during the promotion. Assuming 100% redemption of the bonus points, Pizza Ranch delivered a staggering 780% ROI.
“The Pizza Ranch Black Friday double-points promotion with its 780% ROI was the clear ‘Real Impact’ winner in this year’s Loyaltees program,” said Andrew Robbins, president, Paytronix Systems, Inc. “With this promotion, Pizza Ranch has demonstrated that a loyalty program can cost effectively address and solve the chronic problem of peaks and valleys in restaurant sales.”