Quick Results
71% of loyalty members participated in the program
40% of loyalty members participated repeatedly
4.27 days average time to first redemption
About Pizza Beppe
Founded in 2018, Pizza Beppe became the first restaurant in the Netherlands to be accepted by the Associazione Verace Pizza Napoletana, the Naples-based organization that protects the traditions of authentic Neapolitan pizza.
What began with a formative pizza experience in Naples has grown into a multi-location restaurant group. Pizza Beppe describes its restaurants as neighborhood gathering places where friends, families, colleagues, and neighbors come together over food.
That focus on informality, community, and la dolce vita shapes both the restaurant experience and the way Pizza Beppe approaches customer loyalty.
The Challenge
Pizza Beppe had many of the ingredients needed to create customer loyalty: an authentic product, a recognizable identity, welcoming restaurants, and a strong sense of community.
What it lacked was a structured way to recognize the guests who returned regularly or encourage a first-time visitor to come back soon.
The customer experience gave people reasons to return, but Pizza Beppe wanted to make that relationship more visible and reciprocal. Regular guests should feel recognized, while newer customers should have a clear reason to make another visit.
The program also needed to work consistently across the restaurant group, ensuring members could earn and redeem rewards without their experience depending on which Pizza Beppe location they visited.
The Turning Point
Pizza Beppe realized that its existing idea of la famiglia offered a natural foundation for a loyalty program.
The restaurants were already positioned as neighborhood social spaces. The opportunity was to turn that feeling of belonging into a membership experience with its own identity, points, and rewards.
Rather than creating a loyalty program based only on discounts, Pizza Beppe wanted the rewards to reflect the food, culture, and story behind the brand. Members could enjoy accessible rewards during regular visits while working toward an experience connected directly to Pizza Beppe’s origins in Naples.
Why They Chose Leat
Pizza Beppe chose Leat to create one loyalty program that could operate consistently across its restaurant network.
Members can earn points through their spending and build toward the same reward catalog wherever they visit. Pizza Beppe can manage the program centrally while giving customers a straightforward experience at the restaurant level.
Leat also gave the brand the flexibility to combine everyday food rewards with a larger experiential reward. This allowed Pizza Beppe to create a program that could encourage another visit quickly while giving its most committed members something exceptional to work toward.
The Strategy
Step 1: Giving every new member an immediate start
New Beppe Loyalty Club members receive a 50-point welcome bonus, giving them progress toward their first reward as soon as they join.
Members then earn one Membership Reward point for every euro spent, whether dining in or ordering takeaway. The earning structure is deliberately simple, making it easy for customers to understand how another purchase moves them closer to a reward.
This immediate progress helps shorten the distance between enrollment and the moment a member first experiences the value of the program.
Step 2: Creating rewards around the Pizza Beppe experience
Pizza Beppe built its reward catalog around products that customers already associate with visiting its restaurants.
Members can work toward rewards such as coffee, pizza, and tiramisu. New items can be introduced over time, giving customers reasons to return to the program and discover what is available.
These rewards extend the restaurant experience rather than simply reducing the price of a transaction. They also give members attainable milestones that can encourage another visit without requiring a long period of saving.
Step 3: Connecting the ultimate reward to Naples
At the top of the reward catalog is a Pizzaiolo Masterclass trip to Naples.
The experience takes members back to the city that inspired Pizza Beppe and gives them an opportunity to learn more about authentic Neapolitan pizza-making.
This creates a direct connection between the loyalty program and the brand’s founding story. The reward is valuable not only because of its monetary worth, but because it offers access to an experience that feels uniquely Pizza Beppe.
The Results
The Beppe Loyalty Club has developed into an actively used program across Pizza Beppe’s restaurant network.
71% of loyalty members participated in the program, showing that most members moved beyond enrollment and took part in its earning or redemption experience.
40% of loyalty members participated repeatedly, indicating that a substantial share returned to engage with the program again.
The average time to first redemption was 4.27 days. Engaged members therefore typically returned for another purchase and used their first reward within one week.
The short time to first redemption is particularly important for a restaurant loyalty program. Members experience a practical benefit almost immediately, helping Pizza Beppe turn initial enrollment into another visit while the previous experience is still fresh.
Repeat participation also shows that the program continues to provide value after that first reward. Accessible food rewards support regular engagement, while the Naples experience gives highly committed members a longer-term goal.
Key Takeaways
An attainable first reward can encourage a quick return
Members reach their first redemption after 4.27 days on average. The welcome bonus and simple earning model help customers experience the value of joining within their first week.
Participation matters more than enrollment alone
With 71% of members participating, the program is being used by the majority of those who join. The 40% repeat participation rate shows that many members continue engaging after their first loyalty interaction.
Everyday and aspirational rewards can serve different purposes
Coffee, pizza, and tiramisu provide achievable reasons to return. The Pizzaiolo Masterclass in Naples gives committed members something distinctive to work toward over a longer period.
The best rewards reflect the brand behind them
A trip to learn about Neapolitan pizza-making could not belong to just any restaurant program. It reinforces Pizza Beppe’s origins and gives members a deeper connection to what the brand represents.
Community gives loyalty an emotional foundation
The Beppe Loyalty Club formalizes the sense of belonging already present in Pizza Beppe’s neighborhood restaurants. Members are not only collecting points; they are becoming a recognized part of la famiglia.
All participation and redemption figures cover a 24-month measurement period.
