Mad Minutes promotion exceeding targets and breaking records for Eagle Boys Pizza
Nick Vincent, Eagle Boys General Manager - Retail shares his excitement and talks more about the Mad Minutes promotion.
Click here to read the full story on the second Mad Minutes promotion here
QSR Media: What sets this promotion apart from the first Mad Minutes promotion you did earlier this year?
Nick Vincent: The first Mad Minutes promotion ran from Wednesday 12 March through to Sunday 16 March for a total of four hours across five days. Due to the success of this promotion, Eagle Boys has decided to run Mad Minutes for a second time across two weeks, from Monday 18 August through to Sunday 31 August 2014, with 14 offers to be communicated.
During the initial Mad Minutes, we introduced the ability to offer deals for a specified period of time. Since then, our IT team have been working tirelessly to implement a series of changes that now allow us to make offers limited by time, date, redemption and specific products.
This time around, our IT team have continued development of our back end systems to effectively manage increased demand on our e-commerce platform.
QSR Media: What makes this promotion special from other brands’ promotions?
Vincent: Mad Minutes is unique in that the promotion is time and redemption limited – we are the first within the QSR market to launch an initiative such as this. The daily offers launch on the website at different times each day, with ordering times varying between 29 minutes and three hours. This is something we haven’t seen other brands implement before. The fact that each offer will also be limited by time or redemption numbers means customers will race against each other to score the deals, bringing a competitive edge to the campaign.
Unlike other brands’ promotions, the products ordered during Mad Minutes are the same great delicious pizzas offered every day at Eagle Boys stores nationwide. Many of our offers extend to our Favourites range which is also a point of difference.
QSR Media: What results are you expecting from this second promotion?
Vincent: The results from our first Mad Minutes promotion were exceptionally positive. We exceeded projections in average weekly sales growth, average weekly transaction growth, new subscriber numbers, click through rates, EDM conversion to website rates and unsubscribe rates. We also achieved the projected growth in online transaction count as a percentage of overall transaction count.
We launched the current campaign on Monday 18 August, and after just two days we are already exceeding targets and breaking the network’s online ordering records. Tuesday’s offer of two large EB’s Classics or EB’s Favourites pizzas with one cheesy garlic pizza bread for just $10 sold out in a record time of 11 and a half minutes. A record number of internet transactions were made between 4:00pm and 5:00pm during Monday’s deal, and a whopping 56.2 percent of traffic to the site on Monday were customers visiting the Eagle Boys website for the first time.
Based on this exceptional start, we expect the second Mad Minutes campaign to surpass all results from March’s campaign.
QSR Media: What will this promotion bring in to the brand?
Vincent: Mad Minutes is about capturing new customers and earning their loyalty by showing them the excellent value for money that can be found at their local pizza store. Mad Minutes has already started to build EDM engagement and increase database numbers. But, perhaps more importantly, the campaign allows us to reward our existing customers, and enables them to share the deals with their family and friends.
