The path to customer loyalty will be mobilized. But cracking consumers’ limited app awareness and reuse takes a multi-pronged approach. Fazoli’s shows how it is used aggressive acquisition tactics, streamlined interface, 360-degree promotion, and data-driven segmentation to grab home screen mindshare. The results not only grew topline loyalists number but also bottom line participation and revenue.

1. 1
MOBILE APP &
LOYALTY
JOURNEY
Jodie Conrad, CMO

2. 2
WHO IS FAZOLI’S?
• Italian Premium Quick-Serve Restaurant
• Founded in 1988 in Lexington, KY
• 220 Company & Franchise Restaurants in
28 States
• Serving Freshly-Prepared Pasta Entrées,
Submarinos® Sandwiches, Salads and
Pizza – and Unlimited Signature Garlic
Breadsticks

3. 3
MOBILE APP/LOYALTY JOURNEY
First Things
First:
The Right
Foundation
Just Do It:
Engage Users
& Build the
Database
Add Precision:
Use More of
the Tools in the
Toolbox
Keep Refining:
Keep Learning.
Relaunch.
Repeat.

4. 4
FIRST THINGS
FIRST

5. 55
THE FOUNDATION: BUY-IN
• Leadership
• Franchisees

6. 66
THE FOUNDATION: TECHNOLOGY
• The Basics
• POS
• Online/Mobile Ordering
• Picking a Good Partner
• Integration
• Even Then … Expect
Speedbumps

7. 7
JUST DO IT

8. 8
AGGRESSIVE ACQUISITION OFFER

9. 9
BUILD AWARENESS
• Invitation Cards
• Table talkers
• POS screen image
• Digital POP
• Door cling
• Table numbers
• Receipt message
• Real estate sign
• Breadstick Bags
• Incentives
• eFamily
• Social media
• Website
• PR release
• Video
• Google & Facebook
ads
IN RESTAURANT EXTERNAL

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ENGAGE USERS WITH OFFERS
Awareness/Trial
of LTOs
National Days Other: Business
Needs, Inventory

11. 11
ADD
PRECISION

12. 12
916,941
Total CRM Membership
581,710
Total Loyalty Membership
Avg. eFamily
Members per Rest.
1,998
Avg. Loyalty Members
per Restaurant
2,708
Avg. New Member
per Restaurant in
December
4 eFamily
61 Loyalty
Source: Punchh as of 12/31/19
CRM METRICS OVERVIEW

13. 13
SEGMENTING THE LOYALTY AUDIENCE

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Use higher value offers to
drive new visits & recency
of guests with higher
likelihood of increasing
their loyalty – and
conversely, lower value
offers to others
SEGMENTATION GOAL

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REFINE/EXPAND SEGMENTS

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CREATE SEGMENTS BASED ON OTHER BEHAVIORS

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KEY: THE RIGHT RESOURCES
Agency Punchh
Internal

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KEY: RECOGNIZE MOST LOYAL USERS

19. 19
KEEP
REFINING

20. 20
MOBILE APP RELAUNCH
Objectives:
• Enhance Mobile Ordering Experience
• Reorder Functionality
• Improved Combo/Upsell
• Fewer Clicks to Order
• Online Ordering Offer Redemption & Instant Point
Awards
• Reduce Discounting
• New Acquisition Offer - Free Pepperoni Pizza
Breadsticks with Purchase
• New Rewards Platform Structure – Change from
Points for Dollars to Points for Products (reduce
discount from 10% to 7% - 7.5%)

21. CONSUMER COMMUNICATION

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INITIAL RESULTS
• More than 7% of loyalty visits are
coming from online/mobile ordering -
previously less than 2%
• Loyalty guest spend is increasing,
and discount rate has seen a decline

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LOYALTY TRANSACTION DISCOUNT
18.0%
11.6% 12.0%
9.6%
Fazoli's Prior to
11/22/19
Fazoli's 11/22-12/3 Fast Casual
Benchmark
QSR Benchmark
Source: Punchh Business Review

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5.7%
4.8%
5.6% 5.7%
6.5% 6.8% 6.9%
7.9%
7.4%
8.4%
8.9%
10.9%
10.5%
10.0% 9.8% 10.0% 9.8% 10.0%10.2%
11.2%11.4%11.4%
11.8%
11.0%
11.8%
4.5%
3.7%
4.1% 3.9%
4.5%
3.7%
4.2%
4.7% 4.9% 4.9% 4.9%
5.3%
6.6% 6.7% 6.4%
6.9% 7.0% 6.8% 6.9% 7.2% 7.3% 7.3% 7.4% 7.1%
8.6%
Company Franchise
Through 1/14/20 Source: Punchh
% of Transactions
LOYALTY PARTICIPATION RATE
QSR/Fast Casual Benchmark = 10%

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THANK YOU!
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