Creating & Marketing a Loyalty Program for Your Pizza Restaurant: How to Stop Funding Deliveroo's Growth While Your Margins Evaporate
Nov 18, 2025
Your pizza restaurant is being strangled by platform economics, and most owners don't even realize how bad the math is.
Deliveroo takes 30%. Uber Eats takes 30%. Just Eat takes 14-30% depending on your package. For a £15 pizza that costs you £4 in ingredients and labor, you're handing over £4.50 to a platform that owns the customer relationship while you're left with £6.50 before rent, utilities, and everything else that keeps your doors open.
The average UK pizza restaurant operates on 6-8% net margins. When you're giving 30% of revenue to a delivery platform, you're not running a pizza business—you're running a dark kitchen that subsidizes Silicon Valley venture capital.
The uncomfortable truth: every order that comes through a third-party app is building their customer base, not yours. They own the data, the relationship, and the next order. You're just the kitchen.
Here's the good news: pizza restaurants have one of the highest loyalty program ROI potentials in the food service industry. The average customer ordering pizza does so 2.1 times per month. A well-executed loyalty program can push that to 3.2 times per month—a 52% increase in order frequency. That increase alone covers the cost of your entire loyalty program and then some.
This isn't theory. This is basic behavior modification economics applied to a high-frequency purchase category. But most pizza restaurants either don't have a loyalty program, or they're running one so poorly designed that it's basically just giving away free pizza to people who were going to order anyway.
Let's fix that.
Why Pizza Restaurants Are Perfect for Loyalty Programs (And Why Most Get It Wrong)
Pizza has three characteristics that make it loyalty program gold:
High repeat purchase frequency - Unlike restaurants where people dine monthly, pizza customers order weekly or more
Low switching costs - There's always another pizzeria willing to deliver
Emotional purchasing - People order pizza for convenience, celebration, and comfort—all psychologically sticky behaviors
The problem is that most pizza loyalty programs are lazy copies of what Domino's does, and Domino's loyalty program is designed for Domino's scale and economics, not yours.
Domino's can afford to give away a free pizza after 10 purchases because they're operating on volume and supply chain efficiencies you'll never achieve. They're buying cheese by the truckload and negotiating with flour suppliers at scales that make them essentially a logistics company that happens to make pizza.
You're not Domino's. Stop copying Domino's.
What you need is a loyalty program designed for independent pizza restaurants operating in competitive local markets where direct customer relationships are the only sustainable moat against platform fees and chain competition.
The Three-Layer Loyalty Strategy for Pizza Restaurants
Most pizza places think a loyalty program means "buy 10, get 1 free." That's not a loyalty program—that's a discount with extra steps.
A proper loyalty strategy for a pizza restaurant has three layers, each targeting different customer segments and purchase behaviors:
Layer 1: The Frequency Driver (Stamp Cards)
This is your baseline play. Customers get a stamp for every pizza purchase, collect 10 stamps, get a medium pizza free.
Who it's for: Casual customers ordering once or twice a month who need a nudge to choose you over competitors.
The psychology: Humans are completion-driven. Once someone has 3 stamps, they're psychologically invested in completing the card. You've created a mini sunk-cost fallacy that works in your favor.
The economics: If your average order value is £22 and a medium pizza costs you £4 in ingredients/labor, you're giving away £4 for every £220 in revenue (1.8% cost). That's cheaper than any advertising that would drive equivalent frequency lift.
The execution: Digital stamp cards that live in Apple Wallet or Google Wallet. Not a proprietary app (nobody's downloading an app for your pizza place), not a paper card (loses to the delivery app's digital convenience), and definitely not asking customers to remember a phone number at checkout.
Layer 2: The Spend Maximizer (Points System)
This is where you increase average order value. Customers earn 1 point per £1 spent, and different reward tiers encourage larger orders.
The structure:
50 points = Free garlic bread (£3 value)
100 points = Free side salad or drinks (£5 value)
200 points = Large pizza (£12 value)
500 points = £20 off any order
Who it's for: Regular customers ordering weekly who respond to variable reward structures and aspiration-based incentives.
The psychology: Points create a currency that feels less like discounting and more like "earning." The variable reward tiers encourage order padding—"I'm at 45 points, if I add garlic bread I'll hit 50 and get the next reward."
The economics: Points systems typically have 20-30% lower redemption rates than stamp cards because customers aim for higher tiers and many never redeem. You're creating perceived value without proportional cost.
The execution: Automatic point accrual based on spend, visible progress in their digital wallet, push notifications when they're close to reward thresholds. "You're £8 away from a free pizza" is marketing that writes itself.
Layer 3: The Revenue Guarantor (Membership/Multipass)
This is your predictable revenue play. Monthly subscription or prepaid bundles that lock in spending.
The structure:
Monthly Membership: £25/month for 4 medium pizzas (normally £40)
Family Multipass: £80 for 10 large pizzas (normally £120)
Corporate Lunch Bundle: £150 for 20 pizzas + sides (for offices)
Who it's for: High-frequency customers (families, students, offices) who will commit to regular purchases if the economics make sense.
The psychology: Loss aversion. Once someone pays £25 upfront, they're psychologically committed to using all 4 pizzas that month. Unused prepaid value feels like wasted money.
The economics: You get cash upfront, guarantee minimum revenue, and reduce CAC to zero for those orders. Even at a 37% discount (the £25 membership), you're still net positive because you've eliminated delivery app fees, reduced price shopping, and locked in the customer.
The execution: Digital membership cards in their wallet with remaining balance visible. Auto-renewal reminders. Exclusive member benefits like priority delivery or new menu item previews.
The Marketing Launch Strategy (Or: How to Actually Get Customers to Sign Up)
Having a loyalty program means nothing if nobody joins. Most pizza restaurants launch a loyalty program by putting a small sign at the register and hoping customers notice. That's not a launch strategy—that's quiet desperation.
Here's how to actually drive adoption:
Week 1-2: The Seeding Phase
Objective: Get your first 100 members before public launch.
Tactics:
Every phone order ends with: "By the way, we're launching our new loyalty program next week. Want me to send you a link to join early? You'll get double stamps for the first month."
Every delivery includes a QR code sticker on the box: "Scan this, save 20% on your next order when you join our new loyalty club."
Email your existing list (you are collecting emails, right?) with an exclusive early access offer.
The goal: Social proof. When you launch publicly, you're launching to a base of 100 existing members, not starting from zero.
Week 3-4: The Public Launch
Objective: Make joining feel inevitable and create FOMO.
Tactics:
Instagram/Facebook posts showing the stamp card filling up: "Only 3 more pizzas until free pizza 🍕"
Table tents with QR codes: "Scan to join. Your next pizza is on us (eventually)."
Staff trained to mention it during phone orders: "Are you already a member? Takes 10 seconds to sign up and you'll start earning stamps today."
Push notification to existing members: "You're already ahead! Your friends are asking how the loyalty program works—tell them!"
The psychological play: People join loyalty programs because other people have joined. Create visible evidence of adoption.
Month 2-3: The Engagement Phase
Objective: Activate dormant members and drive second purchases.
Tactics:
Send a push notification to members who joined but haven't redeemed: "You're 2 stamps away from a free pizza. Friday night sorted?"
Geo-notifications when members are within 500 meters: "Hungry? You've got 5 stamps waiting to become a free pizza."
Birthday offers: "Happy birthday! Here's a free garlic bread with your next order."
Win-back campaign: "We miss you! Use code COMEBACK for 20% off and get 2 stamps instead of 1."
The goal: Turn sign-ups into active members. A loyalty program with 1,000 inactive members is worthless. A program with 200 active members ordering weekly is a revenue engine.
Ongoing: The Referral Multiplication
Objective: Turn customers into acquisition channels.
Tactics:
"Refer a friend, you both get a free side" - virality built into the program.
Post-redemption push notification: "You just earned a free pizza! Tell your friends how good that feels." (with referral link)
Make the stamp card shareable: "Send your mate this link—they'll thank you later."
The economics: If your average customer has a £180 lifetime value and referring a friend costs you £6 in free sides, you're acquiring customers at a 97% discount vs paid advertising.
The Channel Strategy: Getting Orders Off the Platforms
Here's where most pizza restaurant loyalty programs fail: they don't actually shift ordering behavior away from third-party platforms. Customers join the program, feel good about it, then still order via Deliveroo because it's convenient.
You need to make direct ordering more convenient than the platforms, and loyalty is how you do it:
Make Your Digital Ordering Experience Platform-Competitive
If your website requires customers to create an account with a password they'll forget, you've already lost. The platforms win on convenience, so match it:
Website ordering that saves payment details (Stripe Checkout)
Apple Pay / Google Pay one-click ordering
SMS ordering for regulars: "Reply with your usual?"
Phone ordering that recognizes caller ID and pulls up their loyalty account automatically
Use Loyalty as the Platform Moat
Every order through a platform is a zero-loyalty order. Every direct order earns stamps/points. Make this explicit:
"Order direct and earn stamps. Order through Deliveroo and... don't."
Show the stamp progress during checkout: "This order will give you your 7th stamp—only 3 more until free pizza!"
Platform orders don't earn loyalty. Ever. Make this painful to customers.
Reward Direct Ordering Disproportionately
Create a two-tier system where direct orders earn faster:
Direct order: 2 stamps
Platform order: 0 stamps
Direct order: 1.5x points
Platform order: 1x points (if you must offer loyalty on platform orders at all)
The message: "We love you, but we love you more when you order direct."
The Four Mistakes Pizza Restaurants Make With Loyalty Programs
Mistake 1: The Reward Is Too Distant
"Buy 20 pizzas, get 1 free" sounds generous but fails psychologically. That's 5+ months for a weekly customer, maybe 10 months for a casual customer. The reward is so far away it doesn't modify behavior.
The fix: Make the first reward achievable in 3-4 purchases maximum. Once customers experience their first redemption, they're hooked. The stamp card should be 10 stamps, not 20. The first points reward should be 50 points, not 200.
Mistake 2: The Redemption Process Is Painful
If customers have to remember to mention their loyalty account, show a card, enter a phone number, or do anything beyond having their phone in their pocket, you're creating friction at the exact moment you want to create delight.
The fix: Digital cards in Apple/Google Wallet that are automatically detected when the customer is near your location. Geo-notifications remind them they have rewards available. Redemption is a QR code scan that takes 2 seconds.
Mistake 3: Treating All Customers the Same
Your customer who orders £45 of pizza every Friday for their family is not the same as your customer who orders a £12 personal pizza once a month. Same loyalty program for both is lazy.
The fix: Segment and target. High-value customers get VIP status and exclusive offers. Dormant customers get win-back campaigns. New customers get accelerated first-reward programs. One program, multiple experiences based on behavior.
Mistake 4: Launching Without Data Capture
A loyalty program that doesn't capture customer data is just an expensive discount. You should know: who orders what, when they order it, how often they order, what their average order value is, which menu items drive frequency, who's at risk of churning, who's a VIP, and who responds to what offers.
The fix: Require email and name at minimum for sign-up. Use that data to personalize. "Hi Sarah, your usual Thursday pizza night? Your 10th stamp is waiting." That's not creepy—that's valuable convenience.
Why Most Loyalty Platforms Fail Pizza Restaurants (And Why Perkstar Doesn't)
The typical loyalty platform was built for retail or hospitality and then retrofitted for restaurants. The result: features pizza restaurants don't need, missing features they do need, and pricing that assumes you're a chain with multiple locations.
Here's what pizza restaurants actually need:
Multiple reward structures under one system: You want stamp cards for casual customers, points for regulars, and membership programs for families. Most platforms make you choose one. Perkstar gives you all 8 card types (stamps, points, membership, multipass, discount, coupon, cashback, gift cards) in one system starting at £12/month.
Native wallet integration: Nobody's downloading a standalone app for your pizza place. But everybody already has Apple Wallet and Google Wallet. Perkstar cards save directly to the wallet already on your customer's phone—no app download, no account creation, no friction.
Automated marketing that actually works: Push notifications when customers are nearby. Birthday rewards sent automatically. Win-back messages for dormant customers. Review requests after redemptions. All of this should run on autopilot, not require you to remember to press buttons.
Geo-targeted notifications: When your loyalty member walks past your shop at 6pm on a Thursday, they should get a notification: "Pizza night? You're 2 stamps away from a free one." That's marketing that converts.
Scanner app on any device: No special hardware, no tablet at checkout, no expensive POS integration. Staff scan redemptions with any phone using the Perkstar Scanner App. Setup takes 10 minutes.
Data you can actually use: Who are your VIPs? Who's about to churn? Who responds to discount offers vs. new menu items? What's the average time between orders? Perkstar gives you a built-in CRM with customer segmentation, not just a spreadsheet of transactions.
Pricing that doesn't assume you're Domino's: At £12/month for the Starter plan (1 card type, up to 1,000 members, unlimited scans), you're paying less than the cost of 100 flyers. Scale to £25/month for multiple card types and automation. That's less than one delivery platform order's commission.
The 30-Day Implementation Plan
You're convinced. Now what?
Week 1: Setup & Design
Day 1-2: Sign up for Perkstar (14-day free trial, no credit card required). Choose your card types—start with stamp cards, add points or membership if you're ready.
Day 3-4: Design your cards using the Custom Card Builder. Add your logo, colors, brand messaging. Define your reward structure (10 stamps = free medium pizza is the standard).
Day 5-7: Train your staff on the Scanner App. Practice redemptions. Role-play the sign-up pitch: "Are you already a member? It's free and you'll start earning stamps today. Takes 10 seconds."
Week 2: Soft Launch
Day 8-10: Start mentioning it to phone orders: "We just launched a loyalty program—want me to text you the link? You'll get double stamps for the first two weeks."
Day 11-14: Add QR codes to every delivery box. Add table tents if you have dine-in. Email your list with early access offer.
Goal: 50-100 members before public launch.
Week 3: Public Launch
Day 15: Social media blitz. Post about the program. Show what the cards look like in Apple Wallet. Create FOMO.
Day 16-21: Train staff to mention it to every customer. Every phone order. Every pickup. Every delivery conversation.
Goal: 200+ members by end of week.
Week 4: First Campaign
Day 22-30: Run your first automated campaign. Set up birthday rewards. Create a win-back flow for customers who haven't ordered in 14+ days. Send a geo-notification at 6pm Friday: "Pizza Friday? You're 3 stamps away from a free one."
Goal: 300+ members, 15-20% active redemption rate.
The Economics of Doing This Right
Let's make this concrete with actual numbers for a typical independent pizza restaurant:
Your Current State:
400 orders/month
£22 average order value
£8,800 monthly revenue
40% of orders through delivery platforms (£3,520)
30% platform commission (£1,056/month lost)
6% net margin = £528/month profit
With Perkstar Loyalty Program:
£12/month cost (Starter plan)
300 members enrolled (75% of your customer base)
Shift 50% of platform orders to direct (savings: £528/month)
Increase order frequency by 25% (100 additional orders/month)
Loyalty reward cost: ~2% of revenue (£176/month)
Your New State:
500 orders/month
£22 average order value
£11,000 monthly revenue
20% of orders through delivery platforms (savings: £528/month)
Loyalty program cost: £12 + £176 rewards = £188/month
Net benefit: +£340/month
New net margin: 8.2%
That's a 54% increase in monthly profit from a £12/month investment. The math isn't complicated.
The Competitive Reality
Your competition is either using expensive POS-integrated systems that cost £100-300/month, paper stamp cards that get lost and forgotten, or nothing at all.
Paper cards have a 60-70% loss rate. Digital cards in Apple/Google Wallet have a 5-10% loss rate because they're always in your customer's pocket.
Expensive POS systems lock you into contracts, require hardware purchases, and take weeks to implement. Perkstar launches in 10 minutes with no hardware required.
The "nothing at all" competitors are the easiest to steal customers from. Their customers have zero loyalty mechanism, which means they're yours for the taking if you can give them a reason to choose you consistently.
The Final Word
The delivery platforms won because they made ordering convenient. They owned the digital experience while you were still taking phone orders with a pen and paper.
But convenience is replicable. Loyalty is not.
A well-executed loyalty program does three things:
Makes customers choose you repeatedly (frequency lift)
Makes customers spend more per order (AOV lift)
Makes customers order direct instead of through platforms (margin protection)
The pizza restaurants that survive the next five years won't be the ones with the best pizza—every pizzeria thinks their pizza is the best. The winners will be the ones who own direct customer relationships and use those relationships to drive predictable revenue.
Loyalty programs are the mechanism. Perkstar is the platform.
Stop giving 30% to platforms that own your customers. Start building assets that compound: direct relationships, owned data, predictable revenue, and customers who choose you by default rather than comparison shopping.
The next delivery app discount promo will come in 3-4 weeks. When it does, your competitors' customers will churn. Your loyalty members won't.
That's the moat.
Ready to launch your pizza loyalty program? Start your 14-day free trial with Perkstar and get your first members signed up this week. No credit card required, no complex setup, no BS.
The platform fee you save on one week's worth of direct orders pays for a year of Perkstar. Everything after that is profit.
Built for pizza restaurants who are tired of funding Silicon Valley while their margins evaporate. Time to build something you actually own.
