Uncle Maddio’s Pizza Joint this week debuted its customer rewards program, “Loyalty Love,” across several stores. The program rewards customers with a free entrée after their 10thmeal purchase. After activating their free membership, guests are asked to complete their registration online. The new program will provide customer information that will allow Uncle Maddio’s an unprecedented ability to target different market segments.
Uncle Maddio’s entered the fast-casual pizza market four years ago with the opening of its first store in Atlanta. By the summer, there will be 20 restaurant franchises open and 125 more in development throughout the Southeast.
“Loyalty Love” awards Uncle Maddio’s guests with 10 points per visit. When they reach 100 points, they receive a free entrée. Customers have the option to use their rewards at any time and can continue earning points to receive more rewards, like side salads, desserts, and larger pies. Membership is initiated in-store by providing a phone number and guests must complete their registration online at http://rewards.unclemaddios.com/  to eventually redeem their points. Online registration collects customer data, including name, e-mail, store location, and birth date. It also provides guests opportunities to earn additional rewards points—5 points for completing registration and 2 points for linking to and checking in on Facebook.
On the back end, Uncle Maddio’s will be able to use the guest information to target market. They can target guests by specific credentials, including frequency of visits, common orders, days and times of the week they visit, and more.
“We wanted a way to reward our most frequent visitors,” says Uncle Maddio’s marketing director Cindy Wahl, “and at the same time, capture information essential to our growth and success. ‘Loyalty Love’ was born from the Uncle Maddio’s promise to ‘Serve with Love.’”
Uncle Maddio’s answers the call for more choices and better food with a menu that gives customers more than 3 million pizza combinations. Its menu contains three types of crusts (white, wheat, and gluten-free), six sauces, seven cheeses (including Daiya vegan cheese), and 47 different fresh toppings, including locally sourced vegetables, hormone-free chicken, organic greens, and handmade meatballs and sausages. In addition to pizza, it serves toasted paninis and gourmet salads.