Lou Malnati’s Pizzeria, a renowned Chicago-based pizza company, is revolutionizing its marketing approach through sophisticated data analysis. In a partnership with DataDelivers the leading provider of data-driven tools and services in the restaurant industry, Lou Malnati’s has implemented cutting-edge strategies to optimize sales, enhance customer engagement, and drive traffic to their restaurants.
“We’ve taken a data-driven path to better understand our customers and how they use our brand,” said Bob Nygren, CFO at Lou Malnati’s. “Leaning into analytics has helped refine our approach and the results are following.”
Lou Malnati’s has adopted a customer-centric marketing approach, delving deep into customer demographics, psychographics, and preferences. By stratifying customers into frequency cohorts, the company can effectively activate specific groups with targeted messages. The process involves gathering extensive data and building a robust database structure, followed by leveraging advanced analytics capabilities to refine marketing strategies.
To accomplish this, Lou Malnati’s has partnered with DataDelivers to manage their database and optimize customer information. Using the Customer Management Platform Lou Malnati’s successfully completed the data collection and advanced analytics phases in just 60 days, ultimately leading to the enhancement of their marketing strategies. This partnership enabled Lou Malnati’s to streamline message delivery, enhance campaign effectiveness, and identify the most responsive and unresponsive customer segments that are categorized as heavy users, frequent users, at risk and lapsed users. By tailoring messages to each cohort, Lou Malnati’s has seen remarkable results, experiencing incremental improvements in sales ROI with every campaign.
Nygren emphasizes two key elements to their data-driven strategy – innovation and measurable success. The company employs data analysis to uncover actionable insights, combining innovative thinking to explore uncharted territories and progressive methods to refine their approach continually. Through the use of hold-out groups and control groups, Lou Malnati’s assesses the effectiveness of their marketing campaigns objectively. The approach, which replaces gut feelings with real data, has provided a new perspective and valuable insights into customer behavior.
As Lou Malnati’s progresses, the company plans to further refine their strategies based on response rates and customer feedback. This test-and-learn approach, facilitated by DataDelivers, ensures that the company can adapt swiftly to changing market dynamics and customer preferences.
“We’ve transitioned from gut feelings to real numbers. DataDelivers has been instrumental in helping us understand our customers better, enabling us to tailor our messages and offerings effectively. Our partnership is a testament to the power of innovative thinking and actionable data analysis,” added Nygren.
Considered the oldest family name in Chicago pizza, Lou Malnati’s Pizzeria is a legendary company with 56 Chicagoland, four Arizona, and two Wisconsin locations. There has been a member of the Malnati family running the business since it started in 1971. Their signature deep dish is made from a recipe that has been handed down through four generations. They take pride in the excellent ingredients in their deep-dish pizza made by hand and served with devotion to their world-wide loyal customers. For more information, visit https://www.loumalnatis.com.
For more than 20 years, DataDelivers has been helping companies identify sales that are hidden in their data. By knowing where to look and turning information into intelligence, DataDelivers gives clients the tools they need to grow sales and build long-term customer value. DataDelivers is headquartered in Schaumburg, Il, and employs highly trained data scientists and skilled marketers to serve clients in the restaurant, retail, energy, and transportation sectors. For more information, visit DataDelivers.com.
