How Bubba Pizza cooks up the perfect rewards recipe

The recipe’s main ingredient is a hyper-focus on rewarding returning customers.

With the current economic conditions, discounts, deals, and rewards are a great way to entice customers, however, to make it sustainable, Bubba Pizza decided to focus on brand-loyal customers to maximise their profitability.

QSR Media had a quick chat with Damian Hopper, Managing Director at Bubba Pizza, about the changes in its loyalty program, some of its past milestones, and its future plans.

Tell us about Foodsy Rewards. What are the new things that can be expected in this new system?

Damian: Foodsy Rewards is our exciting customer loyalty app that brings something new and special to the table. The challenges of the pandemic led us to think creatively, resulting in the creation of virtual brands that allowed us to reach more customers. However, their success posed the question of where do we go from here. And the answer was Foodsy Rewards.

Through this app, our customers are rewarded with points every time they make a purchase, which can then be converted to digital cash. They gain access to exclusive offers and can be the first to try new products.

But what sets Foodsy Rewards apart is its ability to cater to 80% of the Australian takeaway market - all in one app and in the same order. With Bubba Pizza, Chowdown Burgers, Mr Juicy's Southern Fried Chicken, and Last Boss Loaded Waffles all under the Foodsy umbrella, it's a one-stop destination for a variety of cravings.

Imagine a scenario of a household full of hungry people all wanting different things for dinner. With Foodsy Rewards, they can all be satisfied by ordering a pizza, burger, some fried chicken, or heading straight for dessert. All of these delicious options can be conveniently ordered and delivered at the same time. It's all about convenience, variety, and the joy of being rewarded for choosing Foodsy.

For 23 years we have built a strong network of Bubba-lovers and we are confident that we can encourage that fan base to trust and stay loyal to our other brands too. By consistently delivering deliciousness and great service, we are continuing the momentum of building a loyal fan base that knows they can count on us for a mouth-watering meal - whether it's pizza, burgers, fried chicken or a late-night treat.

Why are loyalty programs important?

Loyal customers are a big deal for us because they're the secret sauce to our success in the industry. We know that having customers who keep coming back is what keeps our business thriving. So, we make it a top priority to consistently deliver amazing food and in return, we earn their trust. A loyalty program is an efficient way to continually show our appreciation to them.

Foodsy Rewards is a way for us to identify our VIP customers—the ones who keep coming back and are always ready to indulge in our delicious offerings. We roll out the red carpet for them by showering them with extra rewards, exclusive perks, access to digital brands and a whole lot of love. It's our way of saying, "Hey, we see you, and we want to make your experience with us even more amazing."

Chains such as Starbucks and Dunkin had to increase the cost of loyalty, how do you ensure that your rewards program continues to be valuable for your consumers and sustainable for you?

We are focused on who we are rewarding, rather than the cost of the reward. This ensures our program remains valuable for our customers and sustainable for us.

The current economic conditions limit our ability to offer discounts and deals to every single customer who walks through the door, so our primary goal is to show appreciation to the customers who support us the most - the ones that keep coming back. This approach allows us to maintain the program's sustainability whilst continuing to foster strong relationships with our most dedicated Bubba-lovers so they can be our advocates and help us grow.

We've also fine-tuned our program to make sure that any rewards we offer come right back to support our business through Foodsy Cash, which is our digital currency that can be earnt and spent only within the app. It's a "you scratch our back, and we'll scratch yours" kind of situation.

In summary, our rewards program focuses on recognising and rewarding our most important customers. By directing our efforts toward them, we maintain a valuable and sustainable program that strengthens customer relationships and contributes to the ongoing success of our business.

What's new with Bubba Pizza this past year?
 
Bubba Pizza has been full of excitement this year, thanks to a fantastic group of energetic and customer-focused franchise partners who have brought new life to our business. With their inspiration, trust and support, we've dedicated our time to implementing new technologies and products that enhance our ability to deliver a unique customer experience.

Our recent collaboration with hospitality platform Redcat allows us to stay ahead of the game, connecting multiple areas of our business to unlock information and marketing tools we haven’t been able to access until now. With this partnership, we're building a solid foundation that will help us thrive and grow for years to come.

What are some of the most recent milestones you've reached?

Our current focus is on driving performance and growth in our existing 18 locations, which is so far tracking well. Our primary goal is to support our team's growth by focusing on strong profitability and a healthy work-life balance, ultimately paving the way for them to become successful multi-site store owners in the future.

 In the past year, we've upped our game by introducing smoked leg ham and further developing our 24-hour slow-fermented pizza dough - we're always focused on Premiumising our products to meet the needs of the modern customer. We've also expanded into new markets by introducing a plant-based selection and a wallet-friendly $9.90 large pizza range, making our menu both inclusive and affordable.

What would you like Bubba Pizza to be known for?

We want Bubba Pizza to be known as the go-to place for Australian families seeking the best home takeaway food experience. Our goal is to provide a reliable and enjoyable food experience that allows people to take a break from their busy lives and enjoy their downtime with family and friends. By staying dedicated to this mission, we believe that one day we'll become the largest homegrown Australian pizza chain.