In an email newsletter, &pizza announced a new addition to their fast casual pizza menu. Called “The Dirty Bird”, the pizza’s star ingredient is pulled chicken and buffalo sauce.
Turn Up the Tailgate
Timed for college football season, the company wants you to “turn up the tailgate” with their “newest (and hottest) member of the starting lineup”. The “boosted buffalo chicken” pizza features the following ingredients:
- Garlic Ricotta Cheese
- Pulled Chicken
- Banana peppers
- Buffalo Sauce
- Ranch Dressing
- Romaine Lettuce
- Bleu Cheese
- Red Pepper Flakes
The email says that the new pizza is only available for “ONE WEEK ONLY” and that it’s an “ONLINE + APP EXCLUSIVE”. The latter insinuates that it’s only available via those channels, but we’re certain if you walked into one of their stores, you’d be able to ask for it by name or put it together yourself with the ingredients in front of you. They wouldn’t turn you down (right?)
It’s very likely that the company is launching this as an exclusive to get their users to order online or specifically to use their mobile app as a means to increase the usage. Doing so would mean the users would be automatically enrolled in the &pizza loyalty program (spend $100, get $10) and get used to the ease of ordering their lunch on their phone.
For &pizza that’s fewer people waiting in line at noon. It also means that it speeds up the in-person checkout process and increases their bottom line from lunch workers that know they can order a custom pizza from their desk. It’s not dissimilar to sweetgreen’s push to go cashless and get as many customers as possible to use their app.
The Dirty Bird will be available until September 4, 2017 until midnight.