Since its debut in February 2013, Patxi’s Pizza’s mobile loyalty program has helped the company increase both transaction volume and spend averages. Patxi’s Pizza’s partnership with Thanx has also helped the company refine its most loyal customer list, adding benefits and incentives for them.
Patxi's Pizza chain has 14 locations in California and Colorado, and its newest location in Seattle. Since the launch of the mobile loyalty program, there has been a 33% increase in average check size among Thanx reward members and a 30% increase in frequency of return to any of the restaurant’s locations.
The Customer Experience at Patxi’s Pizza engaged customers and results in brand loyalty. Jim Howard, Marketing Manager, Patxi’s Pizza, participated in a compelling interview with Loyalty360 to discuss the company’s Customer Experience.
Who is the champion of Customer Experience at Patxi’s Pizza?
Honestly, all of our employees are the champions. From the very beginning, we’ve worked hard to build a vital culture of hospitality. We always look for employees who love taking care of people and we encourage and reward them for going above and beyond to provide a great experience for our guests.
How do you define CX?
We invite guests who are starved of time and diverted by distraction into the exciting, entertaining, and authentic world of Patxi’s. At Patxi’s, they can be themselves while they connect and converse with people that matter to them.
Served caringly with hand-crafted pizza of uncompromising quality and flavor, our guests feel nourished and refreshed. The Patxi’s experience is a cherished moment that bridges generations, restores balance in their lives, and gives meaning to ours.
How do you measure the effectiveness / efficacy of the program?
The simplest measure is the fact that 10 years ago we were one tiny restaurant and today we have 14 locations in California, Colorado and Seattle, with three more planned in the next few months. There is no doubt that our success is a direct result of making a great product and taking care of our guests.
We average more than 500 new members signing up for our loyalty program each month. People clearly love what we’re doing and want a stronger connection.
How does the “Voice of the Customer feedback” impact your customer experiences?
Whether it is a comment on Yelp, feedback from our loyalty club members, a note from a customer, or a conversation at the table, we love feedback and communication and we respond whenever we can. We also share our feedback with everyone on the team so we can continue to improve.
Is the basis of your CX strategy short-term, medium, longer term, or all three?
Improving the customer experience must be all three. You have to take care of the diner sitting in your restaurant right now. You have to be constantly updating menu offerings and training staff to keep customers happy in the near future and you have to constantly plan for the long term to enhance the total customer experience.
Is the measurement process for efficacy different based on the term?
Not really. Because it’s such a constant process, all of our measurement tools – sales, NPS reports, social media scores and more – are in play all the time as we continue to plan, evolve and improve.
Has there been an “ah-ha” moment in this journey?
Every day brings at least one “ah-ha” moment. It’s one of the things that makes the restaurant business so rewarding.