Papa Gino’s one-day deal yields 10 percent sales boost

 
June 30, 2011

Sister chains Papa Gino's and D'Angelo's recent one-day, 50-percent off online deal, facilitated through the ONOSYS Online Ordering system, boosted ticket sales by close to 10 percent and attracted more than 8,000 new online customers.

The 370 unit, New-England based pizza and sandwich chains offered customers 50-percent off their total online order. Positioned as a customer appreciation promotion, the brands advertised the one-day online offer and promo code through several distribution channels including an email announcement to an opt-in mailing list, Facebook, Twitter and coupon sharing site RetailMeNot.

"With online ordering continuing to be an important and growing segment of our business, this type of promotion is the perfect opportunity to demonstrate the features of this solution as well as the ease and convenience it provides to guests," said Paul Valle, CIO for Papa Gino's and D'Angelo. "With the power of email marketing and social media, we were able to quickly leverage the campaign to reach a diverse audience."

Results from the one-day promotion include:

  • Online sales made up 30 percent of total restaurant sales for Papa Gino's and 29 percent of total sales for D'Angelo.
  • Papa Gino's attracted 8,015 new online customers. Of these new Papa Gino's online customers, 21 percent have returned to place an order two-plus times in the 90 days following the promotion.
  • The top customer has returned 29 times.
  • D'Angelo attracted 5,007 new online customers. Of these new D'Angelo online customers 15 percent have returned to place an order two-plus times in the 90 days following the promotion.
  • The top customer has returned 28 times.
  • Customers spent significantly more to take advantage of the 50-percent off promotion. With discount, average checks were 9.5 percent higher than a normal business day.

"These results tell us Papa Gino's and D'Angelo guests are eager for these types of promotions and they will respond to them. This also shows us the power of a positive online ordering experience to create a loyal guest and draw them back for future orders," Valle said.


Topics: Business Strategy and Profitability , Customer Service / Experience , Marketing / Branding / Promotion , Online / Mobile / Social , Operations Management


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