“Don’t try to do everything at once. If you’re going to do a direct mail campaign about specials during the week, focus on that. If you do too many things at once, you’re going to fail across the board.” — V I N N I E D i N ATA L E , G ROT TO P I Z Z A
PMQ: HOW DOES YOUR CURRENT LOYALTY PROGRAM COMPARE TO WHAT YOU WERE USING BEFORE? HOW HAS IT AFFECTED BUSINESS? DiNatale: We previously had an e-club, which was just a one-time transaction. We’ve now gone from the early days of email marketing to the most current technology for marketing and engaging with our guests. Looking at just the month of October during the past three years, when we were pushing the Swirl Rewards program for National Pizza Month, we had more than a 20% increase in same-store sales. PMQ: WHAT IS COMMUNITY PIZZA NIGHT? DiNatale: We’ve been offering Community Pizza Nights for nine years. You have to be a 501(c)(3), a not-for-profit organization, to participate, and there’s an entry form/ contribution request form on the website. Each organization can select three different dates and a location, and we look to see what’s available. We hold Community Pizza Nights Monday through Thursday, and the organizations receive vouchers where 20% of the sales from each check turned in with a voucher goes back to the organization. The best results are when schools do it.
Switching from an e-club to a technology-driven rewards program helped Grotto increase same-store sales by 20%.
PMQ: HOW MANY CUSTOMERS ATTEND GROTTO'S TRIVIA NIGHTS, AND HOW LONG HAVE YOU BEEN HOSTING THEM? DiNatale: We’ve been hosting general trivia nights for about 15 years at different locations. We have third-party companies that we work with, so a host comes in and sets up, etc. Our most successful one is our Grand Slam in
March 2016 pmq.com