Sal’s Pizza, which opened its first location in New Hampshire in 1990, has evolved from a traditional pizzeria into a tech-savvy, customer-centric powerhouse with 121 locations across New England. While the original formula of serving hearty, 19-inch, three-pound pies remains unchanged, the brand has adapted to meet the changing needs of today’s consumers, incorporating technology and innovative strategies along the way.
Sal Lupoli, the president of Sal’s Pizza, highlights the importance of embracing modern technology in a rapidly changing marketplace. “With so many ways to reach customers today, we knew we needed a team that understands the latest technology and the benefits of a robust loyalty program,” he said. “We consistently innovate and see results in real time.”
A New Mobile App and Enhanced Rewards Program
Last year, Sal’s Pizza launched a new mobile app for both iOS and Android, which enables the brand to send promotions directly to customers through SMS. In collaboration with Boostly for SMS marketing and phone-number data collection, Sal’s introduced the Pizza Perks Program. Members earn $5 for every $100 spent and enjoy a free pizza on their birthday. The program also offers personalized offers and double-point days, enhancing customer engagement and satisfaction.
Lupoli explains, “We’ve become a little more aggressive in what promotions we offer because we started to understand that the results would not affect our profitability as much as we thought.”
Evolving Loyalty and Catering Strategies
Sal’s Pizza has focused on building its loyalty program to drive customer retention and increase visits and spend. Recognizing that third-party customers may not exhibit the same loyalty, the brand has honed in on personalized promotions for loyal members, which has proven to be an effective strategy for boosting engagement.
In addition to its loyalty efforts, Sal’s introduced a fleet of five food trucks in 2020. These mobile units are equipped with top-tier ovens capable of cooking 100 pizzas an hour, serving as a popular catering option for businesses. With the ability to make pizzas fresh on-site, the trucks have become a hit from southern Maine to southern Massachusetts.
Leveraging Technology for Order Accuracy
The brand’s commitment to efficiency is reflected in its partnership with Paytronix for an integrated POS system, which syncs directly with Toast and DoorDash. This system ensures seamless order processing and accurate tracking, crucial as online orders now surpass phone orders.
Sal’s Pizza’s exclusivity deal with DoorDash has helped enhance its delivery operations, with the brand regularly featuring promotions to attract new customers. Dedicated shelves behind the counter also streamline the pick-up process, ensuring that take-out and delivery orders are clearly separated for maximum clarity.
A Charitable Focus
Sal’s Pizza also places a strong emphasis on community involvement. In partnership with GiftAMeal, the brand has contributed over 3,000 meals to food banks. Customers can help fight hunger by photographing their meals through the GiftAMeal app, triggering a donation to someone in need. The company has made this initiative available to customers dining in, ordering delivery, or attending events.
For its 35th anniversary, Sal’s hosted a pizza-eating contest at its Boston location, inviting participants to race through an extra-large pizza. The winner received $1,000 and a year’s worth of free pizza, while the $15 entry fee for each contestant was donated to charity.
Staying True to Its Mission
Despite all the changes and innovations over the years, Sal Lupoli emphasizes that the brand’s mission has remained steadfast: “Our mission is still to serve our loyal customers in fresh ways. That hasn’t changed since 1990.”
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