When Donatos Pizza set out to reimagine its loyalty program, the team was focused on building deeper, more meaningful customer relationships. The result? A loyalty program that’s not only more engaging but also more profitable.
Within one year of launching the revamped program, Donatos saw significant results:
- 23% increase in program penetration
- 31.5% of net sales tied to rewards members
- 98,000+ transactions driven by on-demand rewards
- 135,000 new members added in one year
The problem with points-only programs
Donatos’ earlier loyalty efforts missed the mark. Their first version relied heavily on discounts, which ate into margins. The second focused solely on earning points for free pizza. But when rewards take almost a year to unlock, there’s little reason to come back.
A smarter structure for long-term growth
This time, Donatos rebuilt loyalty from the ground up using Marigold. The new program is fully integrated with the e-commerce experience and connects with customers online and in person.
Loyalty starts with better data
To build a truly personalized experience, Donatos needed true customer insight, not just transaction history. That’s where zero-party data came in. Using Marigold Grow, Donatos began collecting preference data directly from members including what they like, how often they order, and what keeps them coming back.
That data now powers every part of the loyalty experience. From personalized offers to emotional moments like community support badges, Donatos creates relevance without relying on discounts.
Personalization at scale
Badges helped take customization one step further. Donatos recognizes behaviors like trying new menu items, ordering at off-peak hours, or donating to community causes. More than half of all active members have earned at least one badge.
The marketing team also uses data to drive regional strategies, like offering bonus rewards in underperforming areas or increasing incentives for mid-frequency customers.
Easy testing and fast innovation
With Marigold, the Donatos team can test, launch, and optimize loyalty campaigns without relying on developers. New surveys and rewards can be set up in minutes. Automated journeys help ensure members get the right message based on real-time behavior.
They also use machine learning to make incentives more effective, delivering them only to the customers who need them.
The results
With a clearer view of its customers and smarter personalization tools, Donatos turned loyalty into a revenue driver.
- Increased the percentage of members earning and using rewards from 8% to 19%
- Achieved over 53% program penetration
- Reduced reliance on blanket discounts
- Built a scalable model for continuous testing and innovation
The takeaway
Donatos built a better loyalty program, stronger relationships, captured more actionable data, and created a path to long-term growth.
Want a program that performs like this?
Marigold helps brands create loyalty strategies that grow with their customers. From data collection to dynamic personalization, we give you the tools to build relevance at every step.