Dive Brief:
- Pieology added “Pies and Perks” to its Pie Life Rewards program, in which loyalty members can receive daily perks of their choice alongside a purchase of a craft-your-own pizza, the company said Wednesday in a press release. Perks include side salads, cookies and non-alcoholic beverages.
- Existing loyalty members and new members can receive the perk through the end of the year. If loyalty members purchase a craft-your-own pie during this time, they will have access to daily perks until Dec. 31, 2024.
- Pieology previously updated its rewards program in 2021 when it added new point thresholds, rewards, surprise offers and a buy-one-get-one offer on the customer’s birthday.
Dive Insight:
A handful of chains, including Noodles & Company, have added daily perks for their rewards members, a loyalty scheme that can help increase frequency.
"As we continuously introduce exciting new menu items, the daily perks provide an easy way to explore everything that Pieology has to offer,” said Shawn Thompson, CEO of Pieology, in a statement.
Bolstering frequency through this new perks program could help support the company’s growth plans, which were stalled in 2018 when the company restructured. Pieology currently has 130 restaurants, roughly the same unit count as four years ago, according to the Orange County Business Journal.
Thompson, who joined the chain in January 2022, is focused on expanding the chain, using his past experience as head of global operations at Restaurant Brands International as a guide. Thompson told the OCBJ that he is looking at future franchise partnerships to expand operations and set up locations in key markets.
