&pizza, Washington’s quickly growing pizza chain, is offering to pay for your tattoos. But here’s the catch: You have to download their new mobile app… and spend $1,500 on pizza. Yes, seriously.
There are three spending levels for loyalty rewards, including “troublemaker” ($250) and “rebel” ($750). But those who spend $1,500—roughly the price of 150 pizzas including tax—reach the “Maverick” level, earning them a free tattoo of their choice from British Ink Tattoo on H Street NE. “Mavericks” also get an &pizza-branded bomber jacks, five free pizzas on their birthday, and a black and white photo shoot for up to two people.
While this idea may seem ‘silly’ to some, it actually works in terms of branding. Understanding your restaurant’s demographic and psychographic profile is essential in capitalizing on your prospects. It also helps in deciding what’s going to bring consumers coming back.
In this particular case, Co-Owner of &pizza, Michael Lastoria, says,
The tattoo idea grew out of &pizza’s weekly branding meetings. Half of the people in the room have tattoos, and the whole campaign is based on this idea of going from a troublemaker to a maverick. And we figured once you hit maverick status, what better way than paying for someone to get ink?
According to Washingtonian, six employees of the pizza chain have already gotten ampersand tattoos, to pledge their commitment to the brand.
To gain a restaurant’s loyalty, a restaurant needs to offer a better environment, that is, employees who deliver fun and friendly service, a good menu selection that fits the brand, new and seasonal offerings that create excitement for the customers and employees, and, finally, an appreciation for the customer’s business. Personal touches can leave a lasting impression and help to make an emotional connection with customers and instill loyalty.
Kudos to &pizza.