Round Table Pizza franchises uses a variety of marketing tools to reach new and existing customers
Round Table is very well known in many of our markets, having been operating in California since 1959. Kids that grew up with Round Table Pizza are now grown with kids of their own, and they bring them back to share the same experiences. We keep our brand visible with TV spots in many of our markets and employ a variety of other marketing techniques to reach customers in all markets.
“When we do our system marketing, there’s generally an overlay of TV, but we follow up with local store marketing,” says Nick Fletcher Vice President/Chief Marketing Officer. “In the outer markets, more resources are provided to make sure you’re generating a large following for your local store.”
Round Table uses a variety of tools to promote our brand in conjunction with local franchisees.
Electronic/print media: An advertising fund is used to promote Round Table on TV and radio in our most heavily saturated markets such as the Bay Area. We also employ outdoor advertising as well as print media and coupons.
Local store marketing: The Round Table Pizza toolkit includes point of purchase advertising, direct mail and local team sponsorships.
Geo-targeting: We use geo-targeting technology to promote special deals and discounts using regionally specific loyalty programs.
Digital/social media: We focus on relationship building in our communities to help increase customer loyalty as well as promote local deals.
Local store marketing
Round Table also provides support for non-standardized requests that run the gamut from a specific POP for a local function, loyalty programs and partnerships within a local community to outreach programs and athletic or academic team sponsorships.
“Modern technology provides opportunities for very specific geo-targeting,” says Fletcher. “We have a lot of very specific requests right down to the single store level.”