Marketing operating system
Segments, cadence, journeys, win-backs, loyalty and deferred discounting, running across email, SMS, direct mail, flyers, TV, radio, search and the box itself. Built for one location or a thousand.
Access is by invitation. Tell us how many locations you run and we will set you up.
Every week, six answers
The regulars whose gaps are stretching, caught at day 30 on their own clock, not at a fixed 60 days on yours.
One message per segment, or it is not a segment. Cadence set per customer, capped globally across every channel.
Measured against a holdout, not against the platform's own report. Incremental orders, in dollars.
Penetration by carrier route inside a real drive-time polygon. Where the mail should go, and where it should not.
Effective discount rate per store per week, with the deferred value still outstanding tracked separately.
The fixture list, the school calendar, the weather triggers and the quiet Tuesdays that need the work.
Segmentation
Most pizza stores send the same Tuesday email to everyone at the same time with the same three dollars off. That single blast pays the customer who was ordering anyway and ignores the regular who quietly stopped.
We cut the file on recency, frequency, ticket, channel, daypart and menu affinity, recompute it nightly, and give every cell exactly one job. A customer who slips from a fortnightly rhythm to a monthly one has told you something before they have consciously decided anything.
Deferred discounting
An immediate discount buys an order you were probably getting anyway. Value issued forward, redeemable only on the next order inside a window matched to that customer's own rhythm, costs nothing today, is paid only when someone actually returns, and buys the occasion after the one in front of you.
It is the strongest fence there is, and the highest-return place to deploy it is on a customer's very first order, where the churn curve is steepest and the second order roughly doubles the odds of a third.
Channels
A pizza location competes on a street, not on a platform. The plan has to cover the channels that actually reach a trade area, including the ones the software industry stopped talking about.
The one channel you own, for as long as your deliverability lasts.
Highest response rate, shortest leash. Consent is the whole foundation.
Unfashionable, expensive, still working. Routes chosen by penetration.
Cheapest street-level reach there is, when it is actually delivered.
Geo-fenced CTV changed the maths for regional operators.
The best advertising space you own is already in their hands.
Measurement
Every platform reports the revenue it is responsible for, and every one of them overstates it. Not dishonestly, but by construction. They count the people who saw the message and then ordered, and cannot count how many were ordering anyway. In a category where households buy pizza every couple of weeks regardless, that is a very large number.
We hold a portion of every eligible audience out, permanently, and report the difference. Two columns: platform-attributed for tuning inside a channel, holdout-measured for deciding where the money goes.
One plan
Most stores decide this week's marketing this week. Print needs lead time, mail needs longer, partnerships need arranging, and the best occasions in the pizza year are known months ahead. Everything done at the last minute is done worse and costs more.
We build the year from your own demand curve, the fixture list, the school calendar and the weather, then work the quiet weeks rather than the busy ones. Marketing a Friday you were going to fill anyway is a discount. Marketing a dead Tuesday is a business.
The playbook
Written for operators, not for a search engine. Free, complete, no email required.
6 CHAPTERS
Who is on the list, who is drifting, and who is worth a stamp.
8 CHAPTERS
Cadence, journeys, offer architecture and the discounting maths.
9 CHAPTERS
Email, SMS, mail, print, broadcast, digital and the box itself.
5 CHAPTERS
Frequency programmes, referrals, subscriptions and regulars.
5 CHAPTERS
Getting found by the four thousand households that can actually order.
5 CHAPTERS
Openings, movers, trade areas, catering and conquesting.
5 CHAPTERS
Holdouts, incrementality, cohorts and honest channel maths.
3 CHAPTERS
Consent, co-op, brand standards and multi-unit approvals.
One product, per location. Segments that update themselves, journeys that run without you, and a number at the end that is honest.