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Summary:

MOD Pizza has grown from 10 locations to 400 in under 10 years. They are building what they call a “Platform for Good”. This soul of the organization permeates all they do and has created loyalty from both employees and customers. Awareness was largely organic, resulting from real estate placement and word of mouth. We were challenged to increase awareness and consideration, increase same-store sales, prove the efficacy of media for 2H ’19 and ’20, as well as gather learnings.

Develop a testing rubric that with a customized Market Valuation Index (MVI) to identify most valuable markets to lift the system and align with finance on test/control markets and pre/post read out. The media plan was designed to deliver on in-store traffic with an eye towards testing into incrementality, but ultimately crafted to drive Same Store Sales (SSS). Each channel had its own role in driving awareness, disrupting and contesting, driving foot traffic, or serving as a utility to bolster key business metrics.  

PROJECT DETAILS

CLIENT

MOD Pizza

Date

05 October, 2019

CATEGORY

Food, Retail, Ecommerce,