Patxi's takes a cue from customers to mark 10 years

 
May 7, 2014

On June 4, San Francisco-based Patxi's Pizza will host a number of promotions to mark its 10-year anniversary, from free food to champagne toasts.

Bill Freeman, Patxi's co-founder and CEO, recently reflected on how the restaurant industry has changed — and stayed the same — throughout the past decade. He said the biggest difference change, pushed by consumer demand, is there is more variety now, as well as higher quality ingredients.

"We are all trying to offer locally-sourced, natural and responsible toppings that also offer creative and delicious options for our customers," Freeman said. "Consumers care about what they are eating and they can tell the difference."

In 10 years, Patxi's has also added delivery and a new beverage platform. The beverage lineup features a number of taps stemming from new relationships with local breweries. Freeman said Patxi's is also in the process of updating its wine offerings and will soon introduce new wines that pair with its pizza menu.

"We used to just be about great food. Now we have a great beverage program, polished and entertaining restaurants, philanthropic endeavors and delivery, along with great food," Freeman said. "The brand has taken its cue from the customers."

To ensure the brand's relevancy 10 years down the road, Freeman said Patxi's will have to continue embracing innovation and improving its food and customer experience.

10-year anniversary plan

In the meantime, there is plenty on the agenda June 4 to mark the milestone. A party will be held at all 12 Patxi's locations, featuring:

  • Free food and drinks (beer/wine) for every guest from 3-4 p.m.
  • Cake & champagne at every location.
  • Customers who wear a Patxi's tee shirt will receive a $20 gift certificate.
  • Locations will set up with pizzas pre-selected and served buffet-style.
  • A Patxi's balloon will be handed out to every child who attends the anniversary.

There will also be a $10 Anniversary Slice Combo available from 5 p.m. to close. Customers can create a special combo to offer as part of an extended slice-of-the-day special, extended through dinner hours, all day June 4. It can include a vintage pie from the brand's early days, such as those from the original Palo Alto menu, or a best-selling combo, Freeman said.

Also that day, the "Racer 10" will be offered. Two Racer 5's will be available for the price of one all day. And, any child born on June 4 will receive a free pizza. Those who are turning 10 years old will receive a pizza party in the form of a $200 gift certificate.

Golden Ticket delivery promo

The party extends beyond Patxi's four walls, as well. The brand is printing a special Patxi's Golden Ticket to giveaway to 10 random delivery or takeout guests per store, delivered on June 4.

The grand prize is free pizza for a year (or a $500 gift certificate) given away at every location to one lucky winner. The other nine tickets will not say how much they are worth, but will be printed with a special code on the back which the managers can track to know whether it is worth $100, $50 or $25, etc.

"The guest will have to come to the store and show it to a manager, which can be redeemed immediately, or exchanged for a gift card in the designated amount (or the guest can post on our FB page to alert us of the win)," Freeman said, adding that this promotion is a fun way to encourage delivery sales and social media activity.

Philanthropic focus

Finally, throughout the past few years Patxi's has stepped up its philanthropic focus and has a program in place called 52 Weeks of Giving. Last year, the company donated more than $166,000 to local communities, raised through 395 different events.

This was an almost 50 percent increase from the $83,000 through 189 events in 2012, and $55,000 in 2011.

Each week, all year long, each of Patxi's 12 restaurants donates a percentage of all sales from one day to their partner organization. This includes sales from dine-in guests for lunch and dinner, carry-out and delivery orders, as well as all catering sales. To ensure each organization has a successful fundraiser, Patxi's provides marketing support for each organization through exposure on their website and through various social media channels.

"As parents and community members ourselves, Patxi's Pizza cares deeply about making sure that our children have the resources they need to lead happy and productive lives," Freeman said. "We're proud of the support we've given to the Bay Area and now Denver. We are looking forward to doing the same in our new communities as we expand to Seattle and Santa Barbara in 2014."


Topics: Customer Service / Experience , Franchising & Growth , Marketing / Branding / Promotion , Operations Management , Pizza Toppings


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