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Direct Mail Case Study Five Star Pizza

Client A. Chehata, Five Star Pizza (FL)
Industry Restaurant
Product/Campaign Weeks Folded Postcard Magnet 32 WeeksStandard Menu 10 WeeksJumbo Postcard 10 Weeks
Campaign Type Saturation Mailing
Quantity Mailed 250,105 (149,042 Folded Postcard Magnets, 47,780 Standard Menus, and 53,283 Jumbo Postcards)

The Problem

A. Chehata, a 5 Star Pizza franchisee, contacted Mail Shark because he wanted to increase new business, get repeat business, and advertise the grand opening of a new location.

The Solution

After consulting with Mr. Chehata on his marketing goals, we recommended a saturation direct mail campaign to accomplish his goals. We proposed a customized Annual Mailing Program to send three different direct mail products, with proven effectiveness, to get the results he was looking for. Using the annual program allowed him to divide his mailing area into sections and mail to one section per week over each campaign’s mailing weeks. There was no money down, and he could spread the cost of his campaigns across his mailing weeks.

Mr. Chehata’s Folded Postcard Magnet highlighted his best deals and included valuable coupons. Direct mail pieces with magnets are proven to extend the lifespan of your marketing because people stick them on the fridge. He then sent Standard Menus so people could see the delicious food he has to offer and his regular pricing. Finally, he used our Jumbo Postcard to send more coupons and tell people about the Five Star Pizza difference. Our Jumbo Postcard often dwarfs other mail in the mailbox, ensuring his message was read.

After 52 weeks, we mailed 250,105 direct mail pieces. In total, Mr. Chehata spent $78,907 on his five campaigns.

The Outcome

Mr. Chehata’s campaigns were very successful in helping him accomplish his marketing goals. His weekly sales increased by 12% as a direct result of his campaigns. He had 15,000 coupon redemptions, resulting in a coupon response rate of 5.99% - exceeding the average estimated response rate on direct mail marketing from the DMA. His campaigns also resulted in 3,000 new customers.

The overall ROI for the campaign, based on an average order value of $21, was 299%

[The] consistent weekly mailings free up my time to focus on the other facets of [running my] business.

A. Chehata - Franchisee, Five Star Pizza

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What Happens Next?

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