Quick Results
15,000 Members in the Beppe Loyalty Club
60% of all loyalty members actively participating
45% Repeat participation rate among loyalty members
29 Locations unified under a single loyalty program
About Pizza Beppe
Founded in 2018, Pizza Beppe is the Netherlands' first restaurant to be accepted by the Associazione Verace Pizza Napoletana, the Naples-based organization that certifies authentic Neapolitan pizza. What began as a single location born from a transformative pizza experience in Naples has grown into a 29-location restaurant group spanning Amsterdam, Utrecht, and beyond, with a franchise model supporting continued expansion. Pizza Beppe describes each of its restaurants as a neighborhood social center, a place where family, friends, co-workers, and neighbors gather for great food and each other's company, built around the Italian values of informality, togetherness, and la dolce vita.
The Challenge
Pizza Beppe had everything a hospitality brand needs to build a loyal following: an authentic product, a distinctive identity, a strong community ethos, and 29 locations giving customers plenty of opportunities to return. What it didn't have was a structured way to recognize and reward the regulars who came back week after week, or to give first-time visitors a tangible reason to make Pizza Beppe their neighborhood pizzeria rather than just an occasional treat.
In a restaurant category where habit is everything, and where customers make dining decisions based on comfort and familiarity as much as food quality, having no formal loyalty mechanism meant Pizza Beppe was relying entirely on the strength of the experience to bring people back. That experience was clearly working, but without a program to support and amplify it, the brand had no way to formally say thank you to its most loyal guests, or to make the relationship feel reciprocal.
The Turning Point
Pizza Beppe's team recognized that the language of family and community that ran through everything they did, from the way they talked about their staff to the way they described their restaurants, was also the perfect foundation for a loyalty program. The concept of la famiglia wasn't just a brand line, it was how regular customers already felt about their local Beppe. The opportunity was to formalize that feeling into a membership that reflected it, giving loyal guests a name, an identity within the Pizza Beppe world, and rewards that lived up to the brand's Italian spirit.
Why They Chose Leat
Pizza Beppe chose Leat to build the Beppe Loyalty Club because it could support a single, consistent points program across all 29 locations, ensuring that whether a member was dining in Amsterdam or Utrecht, their points and membership status were identical. Leat also gave Pizza Beppe the flexibility to build a rewards catalog that went well beyond standard restaurant discounts, including the kind of experiential, travel-based reward that no other Dutch pizza chain was offering its most loyal guests.
The Strategy
Step 1: Launching the Beppe Loyalty Club with an Immediate Welcome Gift
Pizza Beppe launched the Beppe Loyalty Club with a 50-point welcome bonus for every new member, giving guests an immediate head start toward their first reward from the very first visit. Members earn 1 Membership Reward point for every euro spent across all 29 locations, whether dining in or ordering takeaway, with the program designed to be as frictionless as possible at the restaurant level.
Step 2: Building Rewards Around the Brand's Italian Soul
Rather than limiting the rewards catalog to generic discounts, Pizza Beppe built it around food-first experiences that reflected the brand's Italian identity: free coffee, free pizza, free tiramisu, and rotating items announced over time to keep the program feeling fresh. The catalog was designed to give members something to genuinely look forward to, rewards that extended the pleasure of the Pizza Beppe experience rather than simply reducing the cost of it.
Step 3: Offering the Ultimate Reward for the Most Loyal Members
At the top of the rewards catalog sits something no discount code could replicate: a Pizzaiolo Masterclass trip to Naples. For Pizza Beppe's most loyal guests, the program offers the chance to travel to the city where the brand's story began, learn the craft of authentic Neapolitan pizza-making from the source, and experience the culture that inspired everything about Pizza Beppe. This reward turns the loyalty program into something far more than a points accumulation scheme, it makes membership a potential gateway to a genuinely life-enriching experience, and it reinforces the brand's founding story every time it's mentioned.
The Results
The Beppe Loyalty Club has built a substantial and actively engaged member community across Pizza Beppe's restaurant network.
15,000 members enrolled in the Beppe Loyalty Club
60% of all loyalty members actively participating, reflecting a program that the majority of members genuinely engage with rather than signing up and forgetting
45% repeat participation rate among loyalty members, showing nearly half of all members returning to earn or redeem again
For a restaurant group where the measure of success is how often guests choose to come back, these engagement figures reflect a loyalty program that is doing exactly what it was designed to do: turning one-time visitors into regulars, and regulars into members of la famiglia.
Key Takeaways
A loyalty program's highest reward should reflect what the brand stands for.
The Pizzaiolo Masterclass trip to Naples isn't just a generous reward, it's a direct expression of Pizza Beppe's founding story and values. When the ultimate reward in a loyalty program tells the brand's story, it does more than incentivize spending: it deepens a customer's understanding of and connection to what the brand is about.
Community-first brands have a natural advantage in loyalty.
Pizza Beppe's identity as a neighborhood social center, built around togetherness and la dolce vita, gave the Beppe Loyalty Club a ready-made emotional context. Customers who already felt like part of the Beppe world were primed to join a program that made that feeling official.
Rotating rewards keep a program feeling alive.
By building in the promise of new rewards to be announced over time, Pizza Beppe ensured that the loyalty catalog would never feel static, giving members a reason to keep checking back and stay engaged with the program between visits.
