"Our strategy is to offer added convenience for customers and to attract a new customer base by offering a service that is unique to the industry," said Pat Finelli, chief marketing officer of Pizza 73. "[We also wanted] to reduce call centre costs and labour requirements."
"The iPhone platform is the first phase of our mobile strategy," according to Finelli. "Our analytics show the greatest amount of clicks to our current website comes from iPhone customers.
"This new app will allow these customers an easier more convenient way of ordering that is better suited on a mobile device," he said.
The app also features app-only specials and gives customers a variety of payment options such as ordering via mobile or paying at their door.
"Innovation at Pizza 73 is part of our culture, and one of the driving forces is customer convenience," Finelli said. "We were the first to launch a one-phone number system."
Pizza 73 is not a franchise but, rather each of its 72 locations is a 50/50 joint venture between an independent operating partner and Flying Pizza 73 Inc. A total investment of approximately $100,000 is required for a location.
Pizza 73 is currently looking for real estate as it expands in Western Canada. According to Finelli, the company is searching for opportunities in Edmonton, Calgary as well as towns across Western Canada with populations exceeding 20,000.
– Compiled by Kevan O'Brien
from Western Investor October 2011
