Pizza Pizza has launched its "Club 11-11" loyalty program, which offers a hybrid loyalty and gift card, according to the company.

As an introductory offer, customers who enroll in the card-based program, collect a 10 percent 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 — called "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.

"We've always believed that customer loyalty deserves recognition and appreciation," said Pat Finelli, chief marketing officer for Pizza Pizza. "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."

The program is the result of a new partnership between Pizza Pizza's marketing leadership team, and Givex, a Toronto-based technology company. Built-to-measure around Pizza Pizza's specifications, the proprietary software and technology is integrated with the chain's point-of-sale system.

"Club 11-11 was built from the ground up and has some of the most customer-friendly features available today," said Mo Chaar, director of Sales for Givex. "We've taken the time to build a platform that will serve Pizza Pizza and its customers for many years to come and with room for even more innovation."

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 pizzapizza.ca in the Club 11-11 section. Existing Pizza Pizza gift cardholders can also register their cards to be a part of the new program.

"Pizza Pizza Dough" is collected through walk-in and pick-up orders only but will eventually be expanded to delivery customers.

Read more about loyalty marketing.

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