Pizza Patron increased August comps 9 percent through $2.99 promotion

Oct. 21, 2009
Pizza Patrón has announced a same-store comparable sales increase of 8.8 percent for August 2009. The company attributes a recession-busting promotion, increased ad spending and highly targeted marketing efforts to its increase in sales and customer traffic.
The company pointed to its three-month-long, Monday-through-Wednesday Dia del Patrón promotion for much of the increase: During the first three weeks after related direct-mail pieces arrived to Dallas-area homes, Pizza Patrón saw Monday-through-Wednesday comps increase nearly 50 percent over the same period last year. The number of pies sold increased 115 percent over last year. 
Dia del Patrón ran July through September in most markets and was extended through October due to the customer response. The promotion featured the company's 12-inch medium Amigo Pizzas with pepperoni priced at $2.99 each –- with no limit on purchases.
"We decided in late 2008 to focus on the neighborhoods within two miles of each store in 2009, and it has worked tremendously," said Andrew Gamm, brand director for Pizza Patrón. "This (Dia del Pizza Patrón) customer appreciation program has been very successful in each of the markets in which it was launched. The ultra-competitive pricing and unbeatable values have strengthened our relationship with current customers and expanded our market share tremendously this year."

Topics: Operations Management, Top 100

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