You Want To Earn Customers' Loyalty? Buy It

Jeremie Bohbot

Jeremie Bohbot

Oct 29, 2012 – Off the Menu

LOS ANGELES , October 29, 2012 () – As I write this, I’m currently enjoying a double bacon six-cheese pizza, courtesy of Papa John’s.

Now if you read my last blog, the previous comment may surprise you. When it comes to pizza, I’m a known connoisseur of Pizza Hut. Because despite the fact that I like Papa John’s better and it’s right near my house, Pizza Hut does one thing better: Offer regular meal deals. As a result, whenever I think of pizza, I think of Pizza Hut. It has earned my customer loyalty even though I like it less.

And then the day my pizza blog was released to the public, an amazing thing appeared in my mailbox at home:

Coupons.

From Papa John’s.

I was stunned. Floored. I’ve never received coupons from Papa John’s. Not once. Was it coincidence that the day I write about how I never order from Papa John’s because it doesn’t make it worth my while, I get a bunch of coupons telling me, “Hey Nev, here’s some discounts. Won’t you come by?”

It was like Papa himself had read my blog and used his contacts at the post office to win my pizza loyalty over.

And you know what? Mission accomplished. I’m currently eating one of his pies.

And it just goes to show you the power of meal deals and coupons. In today’s economy, a lot of people’s brand loyalty is fickle. Make it worth their while to come in and eat your food, and they will. For consumers, it’s all about “What have you done for me lately?” Because if one restaurant chain hasn’t done something, another will step in to fill the void.

Consumers are a fickle bunch.

We ride the horse that brings the latest coupons to our doorstep.

Nevin Barich is the Food & Beverage Analyst for Industry Intelligence Inc. Papa John’s executives obviously read his last blog, because they sent him coupons to try their pizza, and he happily obliged. He can be reached at n.barich@industryintel.com

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