Campaign details

Brand: Pizza Pizza
Lead Agency: Media Experts
Region: North America

Objective

Pizza Pizza sales have been trending downwards for the last two years. With QSR category growth flat year-over-year, and the third-party delivery services such as Uber Eats creating massive disruption, we needed to find a way to stay competitive and increase sales.

Merging intuition with Google Trends, a tool which analyzes the popularity of top search queries in Google Search across various regions and languages, we mined search behaviour to understand how Canadians are actually ordering pizzas. The data revealed two distinct ordering spikes: dinnertime traffic (5-7pm - our bread and butter) and a second surge in late-night traffic (10pm-1am.) This pattern repeated daily, with the highest volume observed on Friday and Saturday.

Pizza Pizza has always had a late-night business, but never specifically targeted this segment. This new data insight unlocked a new business opportunity.