Four Star Pizza is one of Ireland’s leading pizza chains with 60 franchises around the country. Brian Clarke, head of Four Star, believed that the Phonovation platform was the technology needed to improve their existing mobile marketing strategy.
Four Star Pizza’s previous 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 re-targeted. The strategy also required each franchisee to recruit its own mobile messaging and mobile coupon provider, offering low visibility to the head office for outgoing campaigns causing a high risk of brand damage.
Four Star was looking to implement a data-driven strategy to target customers using behaviour-driven profiling. As fast-food franchising is one of the most fast-paced industries, they were also eager to save time by automating their marketing efforts.