Article

How Sarpino's Prius program saved the company money and defined its brand

By "going green" Sarpino's not only improves its standing with customers, but the brand is able to stay consistent with its gourmet image.

February 11, 2015 by Nicole Troxell — Associate Editor, Networld Media Group

Sarpino's Pizzeria, a growing fast casual franchise with locations around the U.S., wanted to prove to its customers that the company cares about the environment. 

As a pizzeria, the company also wanted its delivery system to match its gourmet fast casual style. Sarpino's met both of these goals when the company implemented the Toyota Prius Incentive Program. The Toyota Prius lowers gas emissions in the environment, thereby lowering its carbon footprint.

As part of the program, franchisees can obtain a Prius for delivery purposes at their location, and the company offers monetary incentives for participation. By "going green" Sarpino's not only improves its standing with customers, but the brand is able to stay consistent with its gourmet image. Also, both franchisees and drivers save money on gas. Sarpino's has given away more than 50 cars to its 47-plus locations.

The Prius program is helping Sarpino's show its customers that "green" and "gourmet" aren't mutually exclusive.

Pizza Marketplace spoke with Sarpino's President Dmitry Shapiro on how the program is working for the company.

Pizza Marketplace: How does the Prius program work? How do locations go about getting the Prius?

Shapiro:We, the franchisor, provide the initial incentive to start the program and offer monthly incentives from the advertising fund to support the program. The franchisor works with the Prius dealers for the best price available at the time of the purchase. Prius’ must all be new, as well as the same color and model. Once the Prius is purchased, the franchisor then has the Prius wrapped in Sarpino’s branding. A store owner or general manager assigns a driver. The best and safest driver is given the vehicle for each shift.

Pizza Marketplace: What do you estimate has changed for Sarpino’s since implementing of the program?

Shapiro: A few franchisees have started purchasing more vehicles for their locations to support gourmet images with car wraps and green delivery incentives. The vehicles have front wheel drive, and that makes it easier for deliveries to be made in difficult weather conditions, which helps us provide a higher level of customer service. Customers appreciate the accessibility and the green aspect, and often share photos of the vehicles with us at Sarpino’s.

Pizza Marketplace: What are the financial benefits for Sarpino’s?

Shapiro: With the Prius, franchisees save money because drivers are able to spend less money on gas. The brand has become more recognizable in local communities due to the mobile advertising that comes with the wrapped Prius. The program attracts more qualified drivers and also helps retain existing drivers.

Pizza Marketplace: How/why did Sarpino’s first decide to do this?

Shapiro: Sarpino’s has always strived to show our local communities that we aren’t the typical pizza delivery place. Being a gourmet delivery restaurant that prepares food daily, we wanted the delivery services to match that level and quality of food. The Toyota Prius Incentive Program was a way to improve operations and show customers that Sarpino’s is an eco-friendly company.

Pizza Marketplace: Have you noticed an increase in sales correlated with the mobile advertising of the program?

Shapiro: As of now we have not seen a direct increase, but that was not our main intention with the implementation of the program. And of course the gas savings certainly will have a long term effect on our franchisees’ bottom lines. We have seen that Sarpino’s customers recognize the efforts to redefine the pizza delivery business in a way that is mutually beneficial to the environment. We are confident that there will be benefits to the sales and profits to the brand as well.

About Nicole Troxell

---

None

Connect with Nicole: