Four Star Pizza

Case Study

Four Star Achieves Instant Conversions With Data-Driven Marketing

Four Star Pizza is one of Ireland’s leading pizza chains with 37 franchises around the country.
Brian Clarke, head of Four Star, felt the ZinMobi platform was the technology needed to improve their existing mobile marketing strategy.

The Challenge

Four Star Pizza’s pre-existing marketing strategy involved sending bulk mobile offers and coupons to every customer irrespective of their transaction history. As a result, regular customers were being offered unnecessarily large discounts and lapsing customers were not being offered enough to win them back.

Four Star was looking to implement data-driven strategy to target customers using behaviour-driven profiling.

The pre-existing strategy also required each franchisee to recruit its own mobile messaging and mobile coupon provider, which meant head office had low visibility of outgoing campaigns causing a high risk of brand damage.

As fast-food franchising is one of the most fast-paced industries, they were also eager to save time by automating their marketing.

The Requirements

Highly Targeted
Low Cost
Brand Consistent
Generate Good ROI
Data Compliant

The Solution

ZinMobi dramatically improved control and brand consistency by giving head office full visibility of each campaign using franchise management features.

Four Star used the platform’s data-driven features such as smart filters and trigger points to target customers according to behaviours such as the recency of purchase and day of the week they are most likely to purchase. This approach generated almost immediate conversions across all locations.

The platform’s extensive reporting features allowed Four Star to easily measure their impressive ROI for their own weekly reports.

Features They Use
Database Building Tools
Consent Management
Smart Filters
Inbound Campaigns
Mobile Coupons
Local Store Campaigns
Head Office Approval System
The Result

Better Control

Head Office now has extensive overview of campaigns for each store which was previously skewed by multiple providers.

Effective Targeting

ZinMobi’s data-driven platform enabled every franchisee to target customers according to behaviours such as the recency of purchase and day of usual purchase. The intelligent behaviour-driven approach means that Four Star targets customers with the right offers at the right time; saving their WOW offers for lapsing customers while keeping regular customers happy.

Time Saved

Four Star automated their data-driven marketing using smart filters and trigger points so franchisees could spend more time working on in-store productivity and service.

Outstanding ROI

The combination of revenue-ready data and behaviour-driven profiling has delivered a 15% increase in sales. More importantly, the return on investment has been significant.

Four Star Pizza has seen €17 of sales delivered for every €1 spent with ZinMobi; if those figures don’t scream success we don’t know what does!