Four Star Pizza: Achieving instant conversions with data-driven SMS marketing

Overview

Four Star Pizza is one of Ireland’s leading pizza chains, with dozens of franchises nationwide. The team wanted to move beyond basic bulk messaging and build a data-driven mobile strategy that could target customers based on behaviour, improve control at head office, and generate instant, measurable sales.

Results

• 15% increase in sales driven by behaviour-based campaigns

• €17 in sales for every €1 spent with the platform, delivering strong ROI

• Stronger control and brand consistency through head office visibility of every franchise campaign

• Time saved for franchisees by automating data-driven marketing journeys, freeing them to focus on in-store operations

The Challenge

Four Star Pizza’s previous mobile strategy relied on sending the same bulk offers and coupons to every customer, regardless of how often they ordered. Regular customers were receiving discounts they would likely have used anyway, while lapsing customers were not being incentivised enough to return.

On top of that:

• Each franchisee used their own messaging and coupon providers

• Head office had limited visibility of outgoing campaigns

• There was a real risk of inconsistent brand experience across locations

Four Star needed a centralised, data-driven approach that could:

• target customers based on recency and behaviour

• protect the brand with better oversight

• save time in one of the most fast-paced sectors in retail food

What we implemented

Phonovation worked with Four Star Pizza to replace bulk messaging with a behaviour-driven, automated mobile marketing strategy rolled out across all franchises.

Behaviour-based targeting, not blanket sends

Four Star used smart filters and trigger points to target customers based on:

• Recency of purchase

• Day of the week they were most likely to order

This meant:

• high-value “wow” offers could be reserved for lapsing customers

• regular customers received relevant prompts without unnecessary deep discounting

The result was near-instant conversions across locations, as offers reached the right people at the right time.

Central control with local execution

Head office gained full visibility of every store’s campaigns using franchise management features. This delivered tighter brand control and removed the complexity of multiple separate providers, while still allowing each franchise to run local marketing.

Automation to protect time on the shop floor

Once the data-driven journeys and trigger rules were in place, Four Star automated much of their ongoing marketing. This saved valuable time for franchisees, allowing them to focus on service, delivery and in-store productivity.

Reporting that proves impact

Using the platform’s reporting, Four Star could track performance easily and measure ROI for their weekly reports. This closed the loop between campaigns, customer behaviour and sales outcomes.

Business impact

By consolidating providers, centralising control and moving to behaviour-driven messaging, Four Star Pizza turned mobile marketing into a predictable growth lever.

• Head office now has a clear overview of all store campaigns and brand use

• Franchisees can target customers according to behaviour and purchase patterns

• Automation has reduced manual effort while maintaining a high standard of targeting

• The combination of revenue-ready data and profiling has delivered:

• 15% increase in sales

• €17 of sales for every €1 spent with the platform

Want to move from bulk messaging to behaviour-driven campaigns that deliver instant, measurable conversions?

Talk to Phonovation about building a centrally controlled, locally executed mobile strategy for your franchise network.