Overview

Pizza Sales Case Study. The client in question is amongst Canada’s largest pizza restaurant chains based on revenue (sales), market share, brand recognition and locations. The company operates based on the classic franchise model with hundreds of locations in most of Canada’s provinces. The company maintains arguably the most diverse menu options for its clientele and actively maintains partnerships with other third party food service companies to further diversify its menu portfolio.

Challenge

Despite its brand visibility and widespread recognition, this pizza chain struggled with getting its current and even new customers to patronize its newer menu offerings. It was unequivocally the case that existing customers had gotten very used to previous menu offerings and somewhat didn’t come across as too interested in trying out newer menu offerings. Most new customers were also impulsive buyers, referral customers or essentially high cost, conversions from print, social media and television advertisements. Speaking of advertisements, the company spent hundreds of thousands of dollars within 6-months to launch an aggressive marketing campaign to get customers to patronize its new menu offerings. Although the company got some new customers from the campaign, they reasoned their ROI did not warrant persisting with the campaign and hence it was discontinued. 

The company instituted an in-house “sales growth” department tasked with boosting first time and recurring sales for its newer menu offerings. Amongst other strategy implementations, the department settled on working with a nearshore BPO provider to optimize its customer service, sales & B2B lead generation campaign. Corpshore Solutions was chosen to implement these campaigns out of roughly a dozen shortlisted candidate BPOs.

Solution

Given its already strong brand image and many years of business within the Canadian pizza industry, Corpshore understood intuitively that the pizza client needed a simple yet powerful sales strategy that would help its very large and loyal existing customer base to increase their patronage of newer menu offerings. The client also needed to convert more one-time, impulsive buyers into more loyal patrons of its newer menus.

Corpshore accomplished this by deploying a proprietary yet arcane, multi step sales and marketing strategy to reach both individual and corporate customer segments. For its loyal existing client base, Corpshore focused on high precision, inbound upselling using various promotions, loyalty offerings and other lead magnets. For (perceived) one-time buyers, Corpshore sales staff provided lead magnets that will compel the buyers to secure discounted offers on their next purchase. Based on the sales analytics (provided by a custom built dashboard developed by Corpshore for campaign), the discount offers were provided in succession for the first 5 to 10 orders until the buyers had also been converted to loyal patrons.

Corpshore also helped build new sales avenues and niches for corporate pizza buyers via email marketing, cold calling and targeted outbound & inbound upselling sales strategies. The results were simply outstanding.

Results

After 6 months, the pizza campaign sales grew by 45.76 percentage points for existing clients, 27.77 percentage points for first time buyers and 72.23 percentage points for corporate clients.