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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.
"The Marigold Loyalty team has provided invaluable assistance with both strategy and implementation. New surveys and rewards can be created and published in minutes with no additional development work from our IT team."
Donatos wanted a loyalty program that built deeper customer relationships and encouraged repeat visits. Earlier versions drove engagement but leaned too heavily on discounts or long-point cycles, leaving room for a more rewarding and connected experience.
With Marigold, Donatos rebuilt its program to fully integrate with e-commerce and in-store experiences. Using zero-party data collected through Marigold Grow, the team delivered personalized offers, behavioral badges, and regional campaigns. Easy testing and automation made it possible to launch and optimize rewards quickly without heavy IT support.
In the first year, program penetration grew to 53%, with 135,000 new members and 31.5% of sales tied to rewards customers. Donatos doubled the percentage of members using rewards (from 8% to 19%) and drove 98,000+ transactions through on-demand rewards, creating a scalable model for loyalty-driven growth.
Donatos’ earlier loyalty programs created some engagement but had limits. A discount-heavy model cut into margins, while a points-only approach required nearly a year of purchases before unlocking rewards. Without quicker value, it was harder to keep customers coming back regularly.
This time, Donatos designed a loyalty program that could deliver value more quickly and sustain long-term growth. Built with Marigold, the new program is fully integrated into the e-commerce experience and seamlessly connects with customers both online and in person.
By combining ease of use with smarter personalization, the structure encourages repeat visits, creates more relevant interactions, and supports Donatos’ vision of building lasting customer relationships.
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.
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.
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.
With a clearer view of its customers and smarter personalization tools, Donatos turned loyalty into a revenue driver.
Donatos built a better loyalty program, stronger relationships, captured more actionable data, and created a path to long-term growth.
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.
