Little Caesars Marketing Improvements
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A digital marketing strategy for Little Caesars with a focus on a new and improved mobile app, with implementations of delivery, online ordering, rewards, and an interactive game.
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Little Caesars Marketing Improvements
- 1. Little Caesars Digital Marketing Improvement Focus: Interactive Mobile App By: Olivia Miller ADV 420- Spring 2017
- 2. Target Market • Students: 16-25 yrs. (high school, college) • Young families: 25-35 yrs. (newly married, or new parents: low to average income) • Working families: 35-50 yrs. (have children, typically on-the-go)
- 3. Social Media
- 4. Mobile Marketing Current App: • Locations • Direct relocation to Google Maps with click of location address. • Store Hours • Click to Call Mobile Ads • Menu • Nutrition Facts • Job Information Future App: • Pre-order for pick-up • Delivery options • Coupon code sharing elements • Payment options • Reward programs • Interactive game
- 6. Interactive Game –Inbound Marketing • Inbound Marketing Technique • Mobile App Game that has been seen online done by Chipotle • Consumer will have to mix and match an assortment of toppings to fulfill the various different types of pizza sold at Little Caesars. • When successfully receiving a high score the player will receive Little Caesars reward points and coupons for future purchases
- 7. BUDGET • $3 Million • Renovate mobile app and implement delivery, pick up, rewards program, payment via mobile app at all locations in the US • KPIs: • Test New App for one year • Request feedback on the app with rewards for users who submit responses • Include rate experience option
- 8. The Hub- littlecaesars.com • Google AdWords • Pages with certain phrases come up, Click-through- rate, cost-per-click • Hot N’ Ready • Little Caesar’s Coupons • Little Caesar’s Location • Little Caesar’s Menus • Littlecaesars.com Little Caesars Mobile App • The main focus of this Digital Strategy is to steer people from the website to the mobile app • Google Analytics • Used to track website page visits • Where, and when most people are visiting this site • Time of day, what days of the week etc.
- 9. The Big Idea • The Goal of the this Little Caesars’ digital marketing campaign is to completely re-configure the mobile app to become an interactive and exciting go-to place for all information users could want regarding the company. • This newly designed app will be the center of the rewards program and allow the company to track each users • Average Bill • Amount of Frequent Visits • Coupons used
- 10. Measuring Digital Success • KPIs: • After testing new App for one year: • App usage measure by number of downloads • Rewards program measured by number of new users • Amount of Codes shared from interactive game • Evaluate repeat customers by implemented new payment method
Editor's Notes
- My company was the multi- million-dollar pizza chain that brings us the one and only Hot N’ Ready pizza. This company has grown from a one store location to having 4,000 restaurants all over the United States and 18 international. Every other pizza chain has their own way of marketing that makes them unique and Little Caesars is lacking in that unique category. Although the company has a strong social media presence and a relevant internet marketing brand I have discovered something that can be greatly improved.
- The target market consists of students, young families and working families in the age range of 16-50 years old. These people typically have an average to low income and regularly are on-the-go. These groups are the primary age of cell phone users, and tech-savy consumers. Two-thirds of Americans are smartphone owners, and for many these devices are a key entry point to the online world and purchases. This is why Little Caesars marketing needs to continue focusing on social media and advancing into a more developed mobile app.
- Facebook, Twitter, Instagram and YouTube are flooded by social media marketing done by Little Caesars and the company has grown immensely on their following. -3,208,613 people “liking” the Facebook page -128K followers on Twitter -47.1K Followers on Instagram This means the success of the company could be greatly improved by focusing on the target market on these sites. The central goal of these social media sites will be to encourage users to download the Little Caesars app and begin the all inclusive experience of the company via mobile device. The coupons, contests, and giveaways such as “If Chase Wins” will be posted on social media and will direct the consumer to download the mobile app for their coupon redemption.
- Although Little Caesars website is viewable via mobile device and the app is downloadable on all smart phones there is much more content that could be implemented into this app to regenerate its success. The app currently displays locations, store hours, menu, nutrition facts, and job information. However, the future design will contain what everyone has been waiting for, DELIVERY!, pre-order for pick-up, coupon code sharing elements, payment options, reward programs and interactive games. These new elements will allow Little Caesars to compete directly with other chains and keep the market new and innovative.
- According to the article “Pizza Industry Analysis 2017- Cost and Trends” more of today’s pizza eaters want to be able to order online or from their smartphone also “Not only do people prefer the convenience of digital ordering, studies show that people spend more when they order online. They are also more likely to order again — once they’ve ordered, chain stores can market directly to these consumers again.” As you can see from the table above Little Caesars’ main competitors; Dominos, Papa Johns, and Pizza Hut typically all have delivery, pre-order, personal account selections and rewards. To make Little Caesars more competitive, they must do all of this and more.
- A content offer we will emphasize as an Inbound Marketing technique on our mobile app is an online game such as ones seen done by Chipotle. The consumer will have to mix and match an assortment of toppings to fulfill the various different types of pizza we sell. Like Chipotle's game, we will test the player’s knowledge on our product and keep them entertained. If the player consistently matches the ingredients with the proper pizza they will be rewarded with free breadsticks, half off their next purchase, free dip sauces etc. This game will only be accessed through the mobile app therefore, we will emphasize the rewards that will come when sharing the game code with other users.
- According to the article “Pizza Industry Analysis 2017- Cost and Trends” more of today’s pizza eaters want to be able to order online or from their smartphone also “Not only do people prefer the convenience of digital ordering, studies show that people spend more when they order online. They are also more likely to order again — once they’ve ordered.” A $3 million budget to renovate the mobile app by implementing delivery, pick up orders, payment method options, and the rewards program will allow Little Caesars to create persona profiles for each customer via mobile. The app with request feedback on the app with rewards for submitted responses and other suggestions on improvements.
- The main focus of tweaking the website will be steering people from the littlecaesars.com to the mobile app. Because it is very common for people to search for information via Google, and other internet search engines the adwords, and phrases claimed by Little Caesars will direct the user to the page on the website influencing mobile app download. The keywords and phrases such as Hot N’ Ready, Pizza near me, Little Caesars Coupons, etc. will all be accompanied with an ad link to the app store.
- All a consumer could possibly need or want will be available conveniently on their smartphone. With introducing pre-order for pick-up, delivery options, code sharing elements, payment options, reward programs, and an interactive game this new app will be entertaining, informative, and a must have for every pizza lover. The app will allow Little Caesar to track their customers typical order characteristics such as, average bill, amount of frequent visits, and coupons used to pay for their food. After all my research, and in-depth following of the Little Caesars brand I believe this renovated app will help sky rocket the digital marketing sales for the company and overall grow the company.
- After the implementation of the new app features and one year launch period the company will be able to measure the success. The new digital marketing strategies and features success will be tested with KPIs such as number of downloads of the app, number of new rewards program users, amount of codes shared from the interactive game and repeat customers from new payment history method.