Pizza chain offers 30-day deal: one pizza per day for $39.99
&pizza Launches Month-Long Pizza Pass Promotion
Fast-casual pizza chain &pizza has launched a unique promotion called "&pass," offering one pizza per day for 30 days for just $39.99. The promotion, which celebrates the company's 13th anniversary, started on Sunday and runs until July 21, giving guests the opportunity to start using the pass from that date.
The promotion is available for purchase from July 13-20 through the brand's app or website. Once purchased, customers can enjoy a pizza every day for 30 days, making unlimited pizza within that period affordable for a flat fee. The offer is valid in select locations including Washington DC, Maryland, Virginia, Pennsylvania, and New Jersey.
The purpose of this pizza pass in &pizza's marketing strategy is multi-faceted. By encouraging daily visits, the pass aims to build strong customer habits and brand loyalty. Selling a monthly pass also generates immediate cash flow, useful for operational stability. The frequent interaction with the brand helps keep &pizza top-of-mind and can increase word-of-mouth referrals.
Subscriptions can provide valuable customer data for personalized marketing and menu development. The novelty and value proposition of a daily pizza pass can attract media attention and differentiate &pizza from competitors.
The price of the promotion equates to approximately $1.33 per pizza. It's important to note that the offer is valid at participating locations, but it is not available for third-party delivery.
&pizza has been expanding its reach in recent years, with the recent signing of its first franchisee outside its existing footprint in South Carolina, who plans to build three units. The company is also close to signing other deals in the Mid-Atlantic and Southeast.
The CEO, Mike Burns, stated that the promotion may have a money-losing potential, but it is intended to attract customers back to the shops. Consumer feedback and in-shop traffic have been strong since the earlier price reduction, according to Burns. The call for lower prices at &pizza is not only coming from consumers, but also from potential franchise operators.
&pizza CFO Clint Fendley described the promotion as "absurd," but he believes it will drive repeat business and increase the lifetime customer value. The promotion follows a previous price reduction across the menu at &pizza, a fast-casual pizza chain based in Washington, D.C.
The fast-casual pizza industry is increasingly using subscription models to drive repeat business, increase lifetime customer value, and build a community around their brand offering. &pizza's &pass promotion is a prime example of this trend.
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