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CiCi’s Pizza enlists QR codes to drive engagement with racing fans

July 31, 2012

CiCi’s Pizza is partnering with the Coca-Cola Racing Family to provide customers access to exclusive team content via QR codes appearing on a limited-edition cup.

The promotion ties in with the beginning of the car racing season and leverages the fact that many of CiCi’s customers are racing fans. The “Race for the CiCi’s Cup” promotion is running through Oct. 14 and encourages consumers to visit a local CiCi’s to take advantage of special pricing, including $5 Faves every Monday through Thursday

“CiCi’s guests are very tech-savvy and use their smartphones to stay connected and gather information,” said Nancy Hampton, chief marketing officer at CiCi’s Pizza, Coppell, TX. “Everyone likes the inside scoop and the QR code links to Coca-Cola Racing Family videos.

“The QR Code provides a little added value for guests that purchase our large 32 oz. beverage,” she said. “The code links to rotating weekly videos of the Coca-Cola Racing Family.”

Racing into mobile
The QR codes appear on a limited-edition Coca-Cola Racing Team cup and links users to exclusive content of the team. The 32-oz. limited edition Coca-Cola Racing Family cup is available every day with the purchase of a large beverage.

The promotion also includes a one-day Race for the CiCi’s Cup guest appreciation event with special $2.99 pricing on its endless buffet featuring pizza, pasta, salad, soup and dessert. The event will take place on Sept. 6.

CiCi’s Pizza has used QR codes successfully for other promotions and has found that there is an almost even split in responses coming from the QR codes and those coming from a Web site link.

The brand has also leveraged mobile to build customer loyalty. Last year, CiCi’s Pizza of Tampa Bay, a franchisee with seven units in the Tampa, FL, replaced plastic loyalty cards with customers’ mobile phones and enrolled more consumers in its mobile loyalty program within the first five weeks of the roll-out, than they had in 18 months of promoting their email-based program.

QR codes on cups
Placing QR codes on cups is becoming a popular strategy with quick-service restaurants looking to drive engagement with customers once they leave a location.

For example, convenience store chain Kangaroo Express recently launched its second annual Roo Cup promotion, giving customers the chance to purchase a reusable cup that can be refilled for only $0.25 through labor Day at any of the more than 1,600 Kangaroo Express locations throughout the Southeast. Additionally, customers can scan a QR code on the cup to access giveaways (see story).

Fast food chain KFC recently placed QR codes on its soft drink cups as a way to give customers a chance to win hundreds of prizes that were given away every hour (see story).

CiCi’s operates 550 buffet-style restaurants in 34 states.

“This promotion is not being supported by paid media,” Ms. Hampton said. “We see great impact with our mobile efforts, in this promotion the QR code is the sole mobile element.”

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