September 2025 Field Comms FINAL by mountainmikespizza

MARKETING FIELD COMMUNICATION

AN OVERVIEW OF OCTOBER MARKETING OFFERS AND MESSAGES

Mountain Mike’s Family,

We are pleased to include in this communication the following:

October Loyalty/E-mail Creative and Offers

October Always On Digital Offers

October Value Driven Offers

Aloha Summer – Final Winners!

Social Media Local Offers

DoorDash Campaigns

Loyalty Program – August Performance

Out In The Field

MMP Brand Store Q4 2025 Promo Calendar – October, November, December

Please review the promotions, offers and key dates with your teams. Should you have any questions, please reach out to your Franchise Business Coach!

October Calendar

• 10/01: THIS is Nashville Hot – 15% Off

• 10/02: Wild Card Series/49ers Promo Teaser

• 10/03: Thin Crust/Gluten-Free Crust

• 10/04: $4.99/$8.99 Wings

• 10/05: Nashville Hot/49ers Sweeps

• 10/06: Free Garlic Sticks w/Purchase

• 10/07: THIS is Nashville Hot/$25 Meal Deal

• 10/08: 49ers Sweepstakes

• 10/09: $49 Feasts (49ers + Touchdown)

• 10/10: Nashville Hot – Free Garlic Sticks

• 10/11: National Sausage Pizza Day

• 10/12: League Series/49ers Sweeps

• 10/13: Nashville Hot/2X Points

• 10/14: October Fall Favorite: 2X Points

• 10/15: 49ers Sweepstakes

• 10/16: October Fall Favorite: 2X Points

: Nashville Hot/Fundraising

: National Pizza Month/$25 Meal Deal

49ers Promo Teaser/Football 20 Off $100

: World Series/$20 Off $100

: Nashville Hot/49ers Sweeps

: Basketball/SAC Kings Promo Teaser

: October Fall Favorite: $20 Off $100

49ers Promo Teaser/Football

: October Fall Favorite: 30 Bonus Points

: Nashville Hot/Pre-Order Halloween 4.99/$8.99 Wings

: Nashville Hot/30 Bonus Points

: Halloween/49ers Sweeps

E-mail/app creative and offers subject to change.

October Always On Offers Facebook & Instagram

Paid social media ads, funded by your COOP or IOG, are designed to attract new customers by targeting people around each Mountain Mike’s Pizza restaurant based on their location, demographics, and interests, encouraging them to visit and make a purchase.

Why:

• To stimulate trial of Mountain Mike’s Pizza

• Drive sales/convert visitors to purchase

• Build awareness of the brand

• Drive MMP website traffic

When:

• October 1– October 31, 2025

Description & Offer Codes:

• $25 Meal Deal – Offer Code: 729873

• 25% Off Check – Offer Code: 845484

• 20% Off 1 Pepperoni Pizza – Offer Code: 548564

• $10 Off Purchase of $40 – Offer Code: 454254

Value-driven offers

To help drive traffic and increase sales during the football season, we are continuing to offer strong value promotions that keep Mountain Mike’s competitive and relevant to guests seeking great deals.

 October Fall Favorites

Each week in October, Loyalty guests receive a value driven offers to drive engagement and grow frequency.

10/1 - 10/5: 15% Off $30

10/6 - 10/12: Free Garlic Stix

 Football Bundles

10/13 - 10/19: 2X Points WPO $30

10/20 - 10/26: $20 Off $100

10/27 - 10/30: 30 Points WPO $40

These season-long Football Bundles include (2) Large 1-Topping Pizzas, 12pc Wings, 20pc Garlic Sticks with Cheese, Mini Churrs and a 2-Liter Soda! The profit margin on this offer is nearly $30 and provides a compelling, value-driven incentive to drive transactions and sales between start of NFL Football season through Super Bowl.

• $49 Touchdown Feast

• Available at all Restaurants, excluding 49ers territory

• $49 Red & Gold Feast

• Available within the 49ers Territory for these COOPs: Bay Area, North Bay, Central Valley, Stanislaus-Merced, Sacramento-Stockton, Butte-Shasta and Monterey

 $4.99 & $8.99 Wings

Add On

• Our standing Wings Add-On offer, keeps us competitive and is intended to build check and requires the purchase of any pizza.

TEAM CHALLENGE

FINAL RESULTS: July 1 August 31 2025

CONGRATULATIONS TO ALL OUR 2025 aloha summer CONTEST WINNERS!

1st: #134 Folsom/E. Bidwell

2nd: #414 Bakersfield/Ming Ave.

2nd: #209 San Jose/Willow Glen

3rd: #294 Gold River/Gold River Springs

3rd: #89 Sacramento/Bradshaw

3rd: #238 Roseville/Douglas

3rd: #145 Ripon/West Main

3rd: #208 Visalia/N. Dinuba

3rd: #328 Los Banos/E Pacheco Hwy Click here TO ACCESS THE FINAL RESULTS

Advertise on facebook & Instagram

Why It Matters

❖ Emphasize Local Relevance

❖ Improve Local Targeting

❖ Grow Visibility

❖ Drive Conversions

• What: Incremental Paid Ads on Facebook & Instagram

• Why: Only YOU can promote restaurant-specific messaging tailored to YOUR community to highlight offers and target your local audience to drive increased orders and foot traffic.

• How: Incremental advertising allows you to focus on your local market and your guests’ unique preferences.

• When: These custom ads are available on a monthly basis if booked before the 20th of the month.

• Performance: Restaurants that spent an additional $400 to promote the $25 Meal Deal in August each generated $3,000 in sales!

• Click Here to Book an Appt and Get Started!

Social Media Update

Brand Social Media

Mountain Mike’s leverages social media to:

• Deliver key brand messages consistently and powerfully.

• Engage guests and potential guests on a national level.

• Build loyalty and cultivate “raving fans.”

• Create a cohesive brand presence across ALL social platforms.

Brand social is the strategic engine, creating momentum, awareness, and national presence, and we have big plans to elevate our brand and drive even more guests to your restaurants through our social media activations in 2025 and beyond!

Local Social Media

Franchisees enhance local engagement by:

• Posting on their approved local Facebook page to:

→ Share community events

→ Promote local offers

→ Celebrate local stories and guest moments

• Connect with local audiences through authentic, communitybased storytelling.

• Bring the brand to life locally while aligning with national messaging.

Note: Only the approved local Facebook account may be used. Accounts on any other platform or unapproved pages will be removed.

Brand MMP Social Pages

Local MMP Social Accounts

DoorDash Fall Football Campaign

Drive sales over the Football Season with DoorDash

DoorDash is activating a multi-million-dollar trafficdriving marketing plan aimed at football fans, that includes paid social media, influencer campaigns, inapp notifications, and a dedicated top-carousel for Mountain Mike's Franchisees.

• These guests spend an extra 5-7 hrs weekly watching football, 85% with family and friends55% in groups of 5-10 people.

• This group’s order frequency increases by 5% when they order from Fall Football campaigns, and sponsored listings in this program see +32% higher sales lifts during the season.

• Dates: 8/28-11/17/2025 (every Thurs-Mon)

To opt in to DoorDash’s Fall Football Marketing Moment, use this link: Mountain Mike's x DoorDash Fall Football '25 Marketing Occasion

For those restaurants participating in the Extended Hours Initiative, you are included in a fully funded DoorDash Campaign running August 19 through September 30. Below are the results of the similar campaign that ran from May 22 through June 30.

SPEND $25 GET $5 ALL CUSTOMERS (10PM - 10AM)

SPONSORED LISTINGS ALL CUSTOMERS (10PM - 10AM)

TOTAL PROMO SALES: $84K

TOTAL ORDERS: 1.9K

AOV: $43.69

ROAS: $8.90x

TOTAL SL SALES: $203K

TOTAL ORDERS: 4.95K

AVG CPA: $5.00

ROAS: $5.69x

Day Part sales grew +22% vs. prior period

Loyalty: August Performance 2025

Loyalty: acquisition

Loyalty Members consistently drive higher frequency, higher check and are more profitable to your business. Year to date we have acquired over 711,000 Loyalty Members. Continue to onboard new members at every touchpoint you have with the Mountain Mike’s Pizza guests.

711,313 Current Loyalty Registrant Count

32,546

Registrants in August

Football Season

2025 49ers Promo Trigger

As we gear up for a new Partnership Season with the 49ers, we're fired up to share one of the exciting key plays that help us turn die-hard Niner fans into loyal Mountain Mike’s fans.

This integrated campaign will be supported via Mountain Mike’s website, e-mail, mobile app, PR, social media, stadium activations, and several of the 49ers' marketing channels.

49% Off 1 Large Pizza valid only on Tuesday and Wednesday following a win Available only on the Mountain Rewards® App The Campaign runs 8/9/2024 through the last post-season game of 2025/2026

Offer valid for carry-out, dine-in or delivery

HOW IT WORKS

1. Guest must visit mountainmikespizza.com/football to see the app promo code and follow the instructions to add the offer to their account.

*IMPORTANT: The app promo code is not valid at checkout. The app promo code is exclusive to the Mountain Rewards® app and members must first enter the promo code in the app to claim this offer. APP PROMO CODE: 1WIN49

*The app promo code will change with each game

2. In the Mountain Rewards® app, ✓ Select “APP PROMO CODE”.

✓ Enter the unique app promo code ✓ DONE!

3. In their account, member will see “49% Off One Large Pizza” as an offer added to the REWARDS section.

Guests must have the Mountain Rewards® app installed on their phone – this promo is exclusive to the Mountain Rewards® app and members must enter the unique promo code in the app to claim the offer.

HOW IT WORKS

Redeem in-restaurant

• Once claimed, enter phone number associated with guest’s loyalty account in the POS.

• Add a Large Pizza to their check

• Select the offer “49% Off One Large Pizza” from guest’s available offers.

Redeem in-app

• Once claimed, find the offer in the REWARDS section.

• When ordering, ensure the guest has selected eligible item(s), then at checkout, select MY OFFERS, find the offer and tap click REDEEM.

Redeem online

• Once claimed, start order by selecting a participating restaurant.

• When ordering, ensure the guest has selected eligible item(s), then at checkout, select MY OFFERS, find the offer and tap click REDEEM.

HOW IT WORKS

To redeem the offer, member must first claim the offer in the Mountain Rewards® app.

CHECKOUT

*IMPORTANT: The app promo code is not valid at checkout. The app promo code is exclusive to the Mountain Rewards® app and members must first enter the promo code in the app to claim this offer.

IMPORTANT:

Check must include a large pizza.

Common guest error:

App promo code will not work if entered at checkout in the “Coupon Code” field.

Once Claimed:

Member should ensure they have eligible item(s) on their check. At checkout, member needs to select MY OFFERS, to find the claimed offer. Select redeem to apply and see discount (see page 3).

*IMPORTANT: the offer is not valid for half & half pizzas, which is noted in the offer details.

HOW IT WORKS

For further assistance, please direct guest to MORE section of the app to submit a support ticket. The email will auto-populate the guest’s account details and will help our app support team assist accordingly.

Provide a detailed description here before submitting the email.

HOW IT WORKS

Q: When does this promotion start?

A: Saturday, Aug 6, 2025, with Pre-Season.

Q: Where can guests find the app promo code?

A: Visit mountainmikespizza.com/football to access the app promo code and follow the instructions to claim the offer. The code will be unique with each win and will be visible on Tuesday following a 49er’s win.

Q: How often can guest redeem this offer?

A: This offer is valid for one-time use only. Once claimed, you it can be redeemed either Tuesday or Wednesday.

Q: Can this offer be combined with other discounts?

A: No, this offer is not valid with any other offers, promotions, discounts or banked $ rewards.

Q: Which restaurants are included?

A: All restaurants in the following COOPs: Bay Area, Butte/Shasta, Central Valley, Monterey, North Bay, Sacramento/Stockton, & Stanislaus/Merced.

Have More Questions? Reach out to your Franchise Business Coach anytime with questions, concerns, or feedback.

Halloween Direct mail opportunity

Halloween is a Pizza Holiday

A direct mailer makes sure your store captures that demand, drives community buzz, and locks in new and repeat guests.

Vericast offers the following options:

Mega Sheet: 10.5" X 12.5" insert in the SAVE shared mail package, micro targeted demographically down to the neighborhood level/sub-zip-code. This is the most popular product at 6.2 cents per piece or $62.53 CPM / Per 1000 with a 20,000 print minimum that can be divided up over multiple dates.

Dynamic Postcard: This is a version of a Solo Mail / Direct Mail Postcard (same as EDDM, Mail Shark) but far cheaper (50% cheaper than Mail Shark and 30% cheaper than EDDM). Targeted down to the carrier route. As low as 26.8 cents per piece with multiple sizes at (8.375" X 5" and 11" X 6").

Interested in running a Halloween direct mailer?

Reach out to Ian Hatada (ian.hatada@rrd.com) with any questions about this opportunity. As always, please consult your FBC or Field Marketing Manager to discuss the best offers and ensure promo codes are included so you can track your redemptions.

September 24, 2025