Article
Millennial Marketing: How Top That! Pizza is cracking the code
The build-your-own pizza chain has created a combination of food offerings, in-store experiences and out-of-store communication techniques to reach the teen to 30-something population.
September 3, 2013
Top That! Pizza is doing what many restaurants have struggled to achieve for years — attract and grow a strong customer base made up of the hard-to-win Millennial population.
According to Technomic's recent report, Understanding the Foodservice Attitudes & Behaviors of Millennials, the Millennial population covers a broad range of life stages, from college years, to early career to starting a family. They are not one homogeneous group with constant needs so it is imperative that restaurant chains stay on top of their changing needs and expectations, particularly in the areas of health and wellness, ability to customize their order and atmosphere.
Top That! Pizza, based in Tulsa, Okla., was developed from the ground up with that in mind, said Lori Walderich, owner and chief marketing officer.
"We have created a unique combination of food offerings, in-store experiences and out-of-store communication techniques that are effectively reaching the 18-30-year olds," she said. "This population is independent and once you've dialed into their desires, it's likely they will be fiercely loyal to your brand."
The in-store experience
In addition to being one of the first to launch the "Chipotle-like" custom pizza ordering line, Top That! Pizza features a Coca-Cola Freestyle fountain at every location that allows guests to satisfy their desire for customization of both food and beverage.
"When people come in who have never been in before, there's a 'wow factor' and they get to pick what they want. We see lots of young adults who are just starting families," said Teresa Starling, Top That! Pizza franchisee. "We have people tell us all the time that we have 'fixed their marriages' because they don't have to fight over pizza toppings anymore or settle for a pizza that their kids want. They get what they like and they love it!"
Seating is modular, allowing groups of people to push tables together however they choose. And on-table marketing pieces encourage them to connect on Social Media and join the email club with their smart phones, using their choice of text, mobile website link or QR code – giving the franchise system the ability to market to them on a daily basis.
The out-of-store experience
"Delivering a delicious and memorable experience within the four walls is one thing," says Walderich, but the way our brand behaves outside of the store is just as important. Technology plays a major part in completing the brand experience."
In order to appeal to the growing smartphone and tablet-toting population, the young brand recently completed a mobile website.
The new site features Top That! Pizza's interactive pizza-builder nutritional calculator that creates a complete nutritional label as viewers build their custom pizzas, making it easy for them to plan out a healthy pizza before they order it. The nutritional information contained in the calculator was compiled and provided by MenuTrinfo, a provider nutritional tracking and training.
"Top That Pizza has made great efforts to appeal and answer the call of build your own pizza so many are looking for today" said Betsy Craig, CEO of MenuTrinfo."This state of the art calculator allows savvy diners to make the right nutritional choices for themselves."
Other site features include the menu, Google maps of each location that can sync with a smartphone GPS, click-to-call buttons that connect viewers instantly to any location, a link to online ordering and detailed franchising information.
"We've gotten some great feedback already from Millennial viewers. They love it — especially the nutritional calculator," Walderich said.
When it comes to marketing, Top That! Pizza actively engages its Millennial audience on a daily basis via an organized, integrated social media communication system that encourages trial and loyalty. The strategy is made up predominantly of mediums like Facebook, Twitter, Linkedin and Instagram that encourage two-way communication between the brand and its followers.
"'Where Pizza Gets Personal' is our slogan", Walderich said, "and we've found that the more authentically personal our marketing is to the audience, the better the result we get. It all works together beautifully."
A strong emphasis on cause marketing has also helped attract Millennials – who tend to be sensitive to social responsibility. Since its founding in 2010, Top That! Pizza has donated more than $50,000 to various non-profits through its unique "Pizzas for a Purpose" fundraising program.
"Our guests really love the fact that we are so involved in giving back to the community," Starling said. "They are amazed we give them the opportunity to promote their cause and tell us we go above and beyond. It's allowed us to have a deeper relationship with our guests — and that creates true loyalty."
Read more about marketing.
