For pizzeria owners, repeat customers are the lifeblood of a thriving business. But what happens when loyal patrons suddenly go quiet? Whether it’s three months or six since their last order, winning back those customers can be a game-changer for your revenue. So, how do you reconnect with these “missing slices” of your customer base and get them back craving your pizza again? Here’s what you need to know.
1. Why Do Customers Stop Ordering from Your Pizzeria?
Before you start reaching out, it helps to understand why customers drift away in the first place. Is it a service hiccup, a competitor’s new promotion, or just a change in lifestyle? Sometimes it’s as simple as forgetting you exist (which happens more than you’d think in a world full of food options).
According to a study by Bain & Company, increasing customer retention rates by just 5% can boost profits by 25-95%. That makes reconnecting with past customers a high-ROI move for any pizza shop.
By identifying common reasons—price sensitivity, menu fatigue, or delivery issues—you can tailor your win-back messaging to address those pain points directly.
2. How Can Win-Back Emails Bring Customers Back?
Email remains one of the most cost-effective ways to re-engage dormant customers. But it’s not about sending just any old “We miss you” email. The key is personalization and timing.
Segment your email list to isolate customers who haven’t ordered in 3-6 months. Then send targeted campaigns with clear offers—think limited-time discounts, exclusive deals, or “We’ve added new menu items you might love.”
A report by Campaign Monitor shows that segmented email campaigns see 14% higher open rates and 100% higher click-through rates than non-segmented ones. That means better chances your message gets noticed.
Adding a subtle pizza-themed touch in the subject line or copy can also boost open rates, like: “Your favorite pie misses you — here’s 20% off to reunite!”
3. Is SMS Messaging More Effective Than Email?
For many pizzerias, SMS (text message) campaigns outperform email when it comes to open and response rates. According to Gartner, SMS open rates can be as high as 98%, compared to about 20% for email.
That immediacy makes text messaging perfect for quick win-back offers or reminders. You could send a short, friendly message like: “Hey [Name], we haven’t seen you in a while! Here’s 15% off your next pizza. Use code SLICE15.”
But be careful not to overload customers—too many texts can backfire. Make sure your messages add value and include opt-out options to stay compliant and respectful.
4. How Can Mobile Apps and Push Notifications Help?
If you’ve got a branded mobile app, you already have one of the best tools for winning back lapsed customers—especially when paired with push notifications.
Your app keeps your shop front-and-center on your customer’s phone, making it easy for them to reorder without digging through search results or old emails. But the real value is in the nudge—well-timed, personalized push notifications that bring them back.
Unlike email or SMS, push notifications are instant and action-oriented. You can remind customers about past favorites, offer time-sensitive deals, or alert them to expiring rewards. For example:
- “Craving buffalo chicken pizza? 15% off if you order through the app today.”
- “We miss you! Free delivery through the app this weekend.”
Push notifications work best when they’re timely and targeted. FoodTec’s branded consumer app makes it easy to send messages based on order history, timing, and engagement—so you’re not just sending blasts, you’re sending the right message to the right customer.
5. What Content Works Best in Win-Back Messaging?
Your message matters. Customers don’t want to feel like just another name on a list—they want to know you value them. Here are some best practices:
- Personalize: Use their name and mention past favorites or orders if possible.
- Offer Value: Provide a discount, free side, or loyalty points.
- Create Urgency: Limited-time offers encourage faster action.
- Highlight What’s New: New toppings, updated menus, or improved delivery options can spark curiosity.
- Keep It Friendly and Concise: A little personality goes a long way. Something like, “We knead you back!” shows you understand pizza and your customers.
6. How Often Should You Send Win-Back Messages?
Winback campaigns can be powerful, but timing and tone matter. You want to stay on your customer’s radar without overwhelming them, so aim for a steady rhythm, rather than bombarding them or going silent for too long. Keep the messaging positive, but grounded; customers can spot fluff a mile away, so make sure every message offers real value, whether it’s a deal, a reminder of what they loved, or a new menu item. And while some marketers suggest giving up after two or three tries, a well-timed nudge can work even after they’ve been quiet for a while.
7. How Can You Use Data to Improve Win-Back Results?
Data is your most valuable asset when it comes to re-engaging lapsed customers. It takes the guesswork out of win-back campaigns and helps you make smarter, more personalized decisions that actually drive orders. So how do you turn raw numbers into results?
Start by diving into your POS and CRM data to identify dormant customers—those who haven’t placed an order in 3–6 months. From there, segment them based on ordering habits. Did they always order the same large pepperoni on Friday nights? Were they delivery-only or in-store pickup customers? Did they use coupons regularly or pay full price?
These behavioral details let you create custom win-back messages that feel tailored, not generic. For example:
- “Hey Mike, your usual Friday night pie is still hot and waiting. Grab 15% off this week!”
- “You haven’t used your rewards points in a while. They’re not getting any cheesier—redeem them now!”
Advanced platforms like FoodTec’s Delivery IQ make this kind of segmentation seamless. Delivery IQ doesn’t just track delivery times—it gives you a full view of customer behavior, order frequency, and drop-off points. That allows you to automate win-back workflows based on inactivity or key behavioral triggers, such as a customer’s favorite item disappearing from their recent orders or their loyalty points going unused.
More importantly, data helps you optimize your campaigns. Use A/B testing to see which offers, subject lines, or timing windows perform best. Track open rates, click-through rates, and redemption rates to refine future messages. If a 10% off coupon gets no traction, but free garlic knots double your response rate, you’ll know what to scale.
8. Can Loyalty Programs Boost Customer Win-Back?
Your loyalty program isn’t just for rewarding regulars—it’s also a smart way to bring back customers who’ve gone quiet. When used strategically, it can remind lapsed customers what they’re missing and give them a reason to return.
Start by targeting customers who’ve earned points but haven’t ordered in a while. Maybe they’re one pizza away from a reward, or they’ve got unused points just sitting there. That’s your hook. Try messaging like:
“You’re just one order away from a free pie — come back and cash in.”
Progress-based incentives work better than random discounts. Customers are more likely to return when they feel they’re picking up where they left off, not starting over.
You can also boost urgency with time-sensitive perks—expiring rewards, double points weekends, or a bonus for reactivating an account. For example:
- “Your free dessert expires in 2 days — don’t let it go cold.”
- “Double points this weekend only — just for loyal customers like you.”
When your loyalty program is integrated with your digital ordering tools (like those from FoodTec), these messages can be automated and targeted based on real-time data. That means more return visits, without more manual work.
Final Thoughts
Winning back customers who haven’t ordered in 3 to 6 months isn’t magic—it’s about smart, data-driven digital outreach that respects their preferences and offers real value. Combining targeted emails, timely SMS, and push notifications through your app or web ordering can reconnect you with lost patrons and turn them into loyal fans again.
FoodTec Solutions offers digital tools designed specifically for pizzerias to help you reconnect and grow. Contact us and see how to take your win-back strategy to the next level.