New Pizza Pizza Loyalty Program Lets Customers Earn Dough

Officials at Pizza Pizza, Canada’s leading pizza chain, want customers to earn some ‘dough’ through their recently launched loyalty program called "Club 11-11.”

The new loyalty program offers a hybrid loyalty and gift card all-in-one. Consumers will earn dough for doing something they've been doing consistently, and increasingly, for more than 46 years: enjoying Pizza Pizza’s diverse menu.

“We’ve always believed that customer loyalty deserves recognition and appreciation,” Pat Finelli, Chief Marketing Officer for Pizza Pizza, said in a press release. “Over the years, we’ve tried to express our gratitude through seasonal promotions, contests and community sponsorships. Now, thanks to our new Club 11-11, we can provide new perks and rewards. We’re delighted to thank our customers in this new, tangible and tasty way.”

As an introductory offer, customers who enroll in the card-based program collect a 10% credit on every walk-in or pick-up purchase made at any of Pizza Pizza’s 390 restaurants in Ontario, Manitoba, and Saskatchewan. The credit – referred to as “Pizza Pizza Dough” - is automatically loaded on the loyalty card, separate from any pre-loaded cash amounts. On every 11th purchase, the earned “dough” from the previous 10 purchases is unlocked for redemption on walk-in or pick-up purchases.” 


The program is the result of a new partnership between Pizza Pizza’s marketing leadership team and Toronto-based Givex, a global technology company. The Givex proprietary software and technology is integrated with the chain’s point-of-sale system, is simple to administer and, most importantly, it remains easy to understand for customers.

Givex spokesperson Brooke Curtis told Loyalty 360 that her company was the provider of Pizza Pizza’s gift card program, and already maintained integration with its POS provider.

“The loyalty program was the next step in helping Pizza Pizza with its goal of rewarding loyal customers,” Curtis explained. “The program is unique from our other loyalty programs and was custom built for Pizza Pizza. The credit back, or ‘dough’, is a unique concept that both rewards customers for their loyalty, but also entices them to spend more. What’s unique for customers is that their reward -- their credit back -- is based specifically on what they’ve purchased and how much they’ve spent in-store.”

Unlike other loyalty programs where customers have to spend a certain amount to reach tiers, Curtis said members of Club 11-11 simply have 10% of what they’ve spent added back onto their cards after their 11th visit.

“Whether you spend $100 dollars every time you go to Pizza Pizza, or $4, your ‘dough’ -- or credit amount -- will be directly related to your purchase amounts and automatically applied to your account,” she said.   

Curtis said success is measured by the success of Givex clients.

“We know that we’ve built a reliable, sound, and robust loyalty program that is a win-win for customers and Pizza Pizza,” she said. “In creating the Club 11-11 program, it was our goal to provide Pizza Pizza with a loyalty program that was integrated with their POS, and easy for staff and customers to understand, as well as easy-to-use.”

Givex technology ensures a 99.5% uptime to both Pizza Pizza’s gift card and loyalty program, allowing transactions to take place in real-time, Curtis said.

“As an industry leader in gift and loyalty, we’ve seen that customers are beginning to expect some sort of reward for their loyalty to a specific brand or store,” Curtis said. “Pizza Pizza has taken a proactive stance in regard to this emerging trend and remained relevant to its customers.” 

Customers can join by picking up a free Club 11-11 card from any Pizza Pizza location in Ontario, Manitoba and Saskatchewan and registering online at www.pizzapizza.ca in the Club 11-11 section. Current Pizza Pizza gift cardholders can also register their cards to be a part of the new program.

 

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