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Franco Manca

Driving visit frequency by 43% with a data-driven CRM strategy

Using customer data to identify revenue opportunities & create a CRM strategy with supporting automations.

A person wearing a white "FRANCO 1983" t-shirt holds a freshly baked pepperoni pizza topped with melted cheese and fresh basil leaves.

The Impact

43%

increase in loyalty member visit frequency

30k

visits driven by automations in year 1

The Challenge

Franco Manca had a strong loyalty base - but too many members weren’t turning intent into repeat visits. The opportunity wasn’t acquisition. It was activation, momentum and retention.

Our Approach

We conducted data deep dive to uncover behavioural patterns, friction points and high-value moments across the lifecycle. These insights shaped Franco Manca’s 2025 CRM strategy and informed the design and rollout of 24+ automated journeys built to influence real customer behaviour - not just send more messages.

What We Did

Behaviour-led visit acceleration

We designed targeted automations to drive crucial first and second visits, tackling the biggest leakage points in the loyalty journey and reducing the volume of single-visit and never-visited members.

Smarter re-engagement logic

Instead of blanket inactivity messaging, we built Late & Lapsed journeys triggered by individual visit frequency and recency - delivering relevance at the moment disengagement begins.

Lifecycle loyalty touchpoints

Members were recognised and rewarded at key stages of their journey, reinforcing value and encouraging habitual behaviour.

Source-led welcome journeys

Welcome communications were tailored by acquisition source to maximise early engagement and set the tone for long-term loyalty.

Behavioural retargeting programmes

High-intent customers who didn’t convert were re-engaged through targeted follow-ups, turning missed moments into measurable revenue.

Peak-season revenue capture

Seasonal automations re-engaged past festive diners, recovered abandoned bookings and converted recent visits into Christmas reservations - fully capitalising on high-intent demand periods.

A person holds a smartphone displaying a pizza order screen while sitting at a table with pizzas, drinks, and condiments, suggesting online ordering at a restaurant.
A smiling man wearing a red cap and a white t-shirt with a tattoo on his arm stands behind a counter in a kitchen with white tiled walls. Another person is blurred in the background.
Two hands are pressing and shaping a round piece of dough on a floured surface, preparing it for baking. Flour is scattered on the surrounding countertop.
A hand lifts a cheesy slice of Neapolitan-style pizza from a white plate on a wooden table. The pizza has a thin crust, tomato sauce, melted cheese, and basil. Bottles and a glass are visible in the background.
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