Industry News | April 19, 2001

Pizza Hut Franchisee Signs with Zebrapass

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Colonial Foods, LLC, one of the largest franchisees in the Pizza Hut system, today announced an agreement with ZebraPass, a leading technology company providing mobile marketing systems, to pilot a comprehensive fan rewards program targeted at Richmond Braves fans using the DiamondPass. Using cutting edge wireless technology, the ZebraPass platform will allow these Braves fans to receive personalized rewards and coupons at all Pizza Hut locations in the Richmond, Virginia area, further enhancing relationships between the Braves, their fans and Pizza Hut.

"We are extremely pleased to be working with Pizza Hut and support the Richmond Braves in rewarding their fans 365 days a year" said Richard Tworek, CEO, ZebraPass. "Colonial Foods is one of the most innovative franchisees in the Pizza Hut system. Their decision to participate in the DiamondPass rewards program underscores their commitment to providing a superior and rewarding experience for their consumers."

In February, the Richmond Braves announced their plan to implement the full ZebraPass product suite during their 2001 season. The first phase of the pilot program launches this month and enables Braves fans to use their DiamondPass to purchase tickets online and gain admission to the stadium by flashing their DiamondPass at the gate.

In this second phase of the pilot program, the DiamondPass can be used to generate personalized rewards and coupons at all Pizza Huts in the Richmond area. The fan flashes the DiamondPass at a Z-Pad, a terminal conveniently placed on the counter in each Pizza Hut location. A coupon customized specifically for that fan will immediately print out.

"The innovative ZebraPass platform allows us to immediately participate in the DiamondPass rewards program." said Harry Sierota, executive vice-president, Colonial Foods, LLC. "We are dedicated to providing excellent service and value to our customers. It is clear that ZebraPass is an excellent opportunity for Pizza Hut to achieve that goal."

The Pizza Hut pilot program is scheduled to launch during the latter part of Braves 2001 season. During this period, ZebraPass and Pizza Hut will have an opportunity to receive feedback from the fans before full-scale rollout to all 118 Pizza Huts under Colonial Foods’ management. Additional Braves sponsors will also be added to the DiamondPass rewards program throughout the year.

The Pizza Hut pilot program is the second fan rewards pilot that ZebraPass has announced, consistent with its strategy to build regional rewards programs for sports teams and their fans. The New York Giants announced last week plans to launch a similar program with ZebraPass during their 2001 season.