Case Study
LAROSA'S MYLAROSA'S PROGRAM

LAROSA'S FAMILY PIZZERIA
FINDS ITS SECRET SAUCE WITH HYPERDRIVE

When Buddy LaRosa told his father he was going to open a pizza parlor in 1954, his father thought he was crazy. At the time, most Americans had never even heard of pizza...

60 years later,

LaRosa's Family Pizzeria has grown from a small chain of family-owned restaurants to a regional powerhouse. The company's success is built upon the loyal relationships it nurtures with its engaged Guest base.

Like many companies today, LaRosa's initially struggled to fully leverage its data to drive sales. Past email efforts lacked personalized sophistication. For example, Faithful Guests with a long history of loyalty received the same information and product deals as one-time patrons.

HERE'S HOW HYPERDRIVE HELPED

  • We worked with LaRosa's to implement Salesforce Marketing Cloud as part of the Guest satisfaction and engagement strategy. We created emails that continuously segment prospects and customers into 5 fluid categories: prospect, onboarding, active, at-risk, and lapsed.

    A personalized opt-in SMS & email program, MyLaRosa's, delivers individualized offers and messaging targeted to Guests' purchase behavior by segmenting them into three distinct Guest personas: Good, Better and Best.
  • Guest personas are based on purchase frequency, purchase size, order type, and time of purchase.

    The personas are the basis for approximately
    200 unique email journeys that consistently reinforce the LaRosa's approachable, family-friendly and crave-worthy brand.
    The onboarding journey consists of 14 emails which are tailored by region.
MyLaRosa's
Guest VS Average Guest Results
  • Open Rate
    20+%
  • # of Email Sends
    4M
  • # of Interactions
    90K

  • 24%
    Increase in average
    check size

  • 64%
    Increase in average
    number of orders

  • 73%
    Increase in average
    dollar sales
Click on an email to view it on the iPad.
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"what began as a discussion about web design
     turned into a way for us to tap into our data"




"When we got started with HyperDrive, what began as a discussion about web design turned into a way for us to tap into our data. What excited me the most was the prospect of reaching out to our Guests based on their purchase behavior. Today we are in daily contact with a sizeable number of high-valued Guests, who account for a significant percentage of our off-premise orders."


Pete Buscani, EVP Marketing — LaRosa’s Inc.


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