De Pizzabakkers doubles the number of locations and ROI.
+400%
ROI: by optimizing based on a data-driven strategy.
100%
Measurable reservations by making optimal use of first-party data.
+109%
ROAS in the first five months of 2024 improved from 3.78 to 7.89 through rock-solid data-driven campaigns.
Frits Kranenborg
Brand Manager at De Pizzabakkers
“What’s valuable about our collaboration is that, through our years of working together, you know our business and our challenges.”
The challenges
De Pizzabakkers is a successful Dutch pizza chain known for its crispy Roman wood-fired pizzas and refreshing prosecco. You can feel the warm, welcoming vibe of a neighborhood restaurant where everyone feels at home.
At the start of the collaboration with The Culinary Agency, De Pizzabakkers had 19 locations and big plans: more venues, more guests, attracting franchisees, and keeping loyal guests.
The problem? Too little insight into campaign results and changing consumer behavior. How do you quickly attract new guests at a new location and turn them into loyal guests?
What started as a first project grew into a years-long collaboration, thanks to fast switching and deep, strategic thinking.
“We don’t have a full-time marketing team in-house, but through this collaboration we can still play at that level. The Culinary Agency takes that off our plate,” says Frits.
The hustle behind the growth
1st partydata
The Culinary Agency uses 1st-party data from the Formitable reservation system to make every booking measurable. By linking the data, the full customer journey is tracked, from first contact to the final reservation, so campaigns and creatives can be steered perfectly toward the best results.
And the results speak for themselves:
- Return on Investment (ROI) increased by more than 100%.
- Return on Advertising Spend (ROAS) increased from 3.78 to an impressive 7.89 in just 5 months. In short, every euro invested delivers almost 8 times as much.
Personalized marketing.
Frits emphasizes that local marketing is a must for a franchise chain, and The Culinary Agency nails this by tailoring campaigns per location to local market data and guest needs. This way, new guests are reached who actually come to dine at De Pizzabakkers.
Attracting new guests? Check.
But of course, they also need to keep coming back. With targeted email campaigns, tailored to each location, The Culinary Agency makes that happen. This results in:
- Each location now sends exactly the right message to their guests. Whether it’s irresistible offers or the favorite ‘Pizza of the Month’; every message is spot-on.
- Thanks to Formitable, De Pizzabakkers now has a treasure trove of data driving strong growth in newsletter subscribers; this year, the number has even doubled!
Smart optimization
At De Pizzabakkers, it’s all about the perfect pizza, and with this approach, they know exactly what works. The Culinary Agency connects customer data from sources like Formitable, Smartendr, Power BI, Microsoft Clarity, Google Ads, Meta, and Google Analytics to understand exactly what the guest wants.
By continuously optimizing based on this data, campaigns keep performing better and better. For example, every month they check together which ‘Pizza of the Month’ performs best. This way, no opportunity is left untapped.
“It’s this practical, data-driven approach that helps De Pizzabakkers keep moving forward,” Frits sums up.
The result? Campaigns that perform at their best, strong reach, and curious returning guests.
Teamwork makes the dream work
What makes this collaboration so successful? Consistency and focus.
De Pizzabakkers and The Culinary Agency work closely together and analyze the results monthly to fine-tune the campaigns.
The support and expertise in online marketing perfectly complement De Pizzabakkers’ in-house knowledge. As Frits says: “Your insights, the way we go through campaigns and optimizations, really helps us steer our creatives.” De Pizzabakkers applies these valuable insights straight away for even stronger creatives.
The personal attention fits perfectly with the needs of De Pizzabakkers and their franchisees. “As a franchise chain, it’s incredibly important to keep the franchisee’s interests in sight,” Frits emphasizes.
With a customized dashboard, franchisees and management get clear insight into marketing results. This enables them to make decisions based on hard data.
Ready for the future
According to Frits, the collaboration shows that online marketing is invaluable. Even with changing market trends and consumer behavior, like guests increasingly walking into hospitality venues spontaneously. The hands-on approach ensures The Culinary Agency and De Pizzabakkers can respond quickly and implement new strategies.
The collaboration between The Culinary Agency and De Pizzabakkers is a success story that shows how smart marketing and measurability lead to growth. After 5 years, the partnership is still thriving. The next step? Even more focus on personalization and 1st-party data to increase ROI even further.
Want in on this growth? Lets talk.
Data gave De Pizzabakkers the insight to grow faster and smarter. No guessing, no assumptions, just smart choices that deliver real results.
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