Technology

Piada upgrades loyalty platform

Photo: Piada

September 23, 2024

Piada Italian Street Food is partnering with retail technology provider Sparkfly to transform its guest loyalty program, which is part of Piada One, the digital engagement platform featuring the loyalty program, online ordering and digital gift cards.

The guest loyalty program now features three tiers where guests can earn rewards based on their spending levels: Taster (0 – 1,250 points), Insider (1,250 – 2,500 points) and Expert (over 2,50 points). Customers earn 10 points for $1 spent on every order placed in-store or online.

Unlike the previous system, which offered a uniform $5 reward, the updated program allows guests to choose from various offers such as free entrees or drinks and to unlock other prizes and future prizes, such as the ability to participate in exclusive challenges and earn badges. This flexibility addresses past limitations where all rewards had to be redeemed simultaneously, regardless of guest preference. Sparkfly's platform allows seamless integration with third-party systems such as CRM tools and customer data platforms, said Jason Profitt, vice president of technology for Piada.

"Relaunching our loyalty program in partnership with Sparkfly empowers us to develop custom features and adjust structures to meet our specific business needs and guest preferences, ultimately ensuring a personalized experience across all touchpoints," he said in a company press release. "Sparkfly has a roster of impressive restaurant brands and offers robust support, and we felt they were the right choice to power our new loyalty program. Their approach allows us to maintain control over our guest engagement strategies and operational flow, enabling our internal team to focus on creating an exceptional guest experience through our digital engagement platform, Piada One."

A key technological innovation in Piada's loyalty program is the integration of advanced functionalities with Olo, its online ordering platform, through Sparkfly's capabilities.

"The new loyalty program is designed to meet customers where they are, offering a more personalized and flexible experience that enhances the customer journey through improved loyalty and offers," Catherine Tabor, founder and CEO at Sparkfly, said in the release. "Our platform enables Piada to actively participate in the development of the program, suggesting new features and customizations that benefit both Piada and its customers."

Piada was inspired by the roadside family run street food carts and markets found in Rimini, Italy. Its first restaurant opened in 2010, and it has 56 locations.