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Frank Pepe Pizzeria is growing with Uber Eats and Uber Direct

20 August 2024 | United States

Over a century ago, Frank Pepe arrived in New Haven, Connecticut, with a dream of sharing New Haven style pizza with America. Today, 99 years after Frank Pepe Pizzeria Napoletana was founded, it’s clear that Frank’s dream has come true. Renowned for its mouthwatering pies and commitment to quality, the pizzeria remains an iconic institution in New Haven,CT and across the East Coast, including Florida.

The secrets to its enduring success

Frank Pepe’s relies on quality ingredients, classic recipes, a unique coal-fired baking process, great service and a commitment to their local communities. We spoke with Victoria Pierce, Director of Marketing, to explore how Uber Eats and Uber Direct help this legendary pizzeria continue to thrive.

Frank Pepe, by the numbers

locations across the East Coast

of delivery orders delivered with Uber

return on Uber Eats ad spend in 2023

Serving loyal customers with Uber Direct

There’s a good reason Frank Pepe has been in business for 99 years and has expanded to 17 locations across seven states: it knows how to build a loyal following. To further enhance the delicious customer experience, the pizzeria has established an exclusive partnership with Uber Direct to give loyal customers a convenient way to order pizza delivery from Frank Pepe’s website. With ‘great coverage and reliable drivers who show up on time’, Pierce says Uber Direct helps the restaurant deliver a hot and fresh pizza experience that keeps its customers coming back again and again. ‘Uber Direct has been a terrific partner,’ Pierce says. ‘Their easy integration with our existing operations shows true partnership. With Uber Direct, we’re not just delivering pizza; we’re delivering the great experience our loyal customers expect from our brand.’

Attracting new customers with the Uber Eats app

Frank Pepe’s commitment to tasty pizza and top-notch service continues to mirror the dedication of its founder. Classic pizzas and a precise coal-fired baking process set it apart from the competition. Investing in online ordering with Uber Eats is helping Frank Pepe stand out, reach new customers and grow its online business.

‘My measure of success for Uber Eats is constant growth. We’ve seen real success with ads and promotions that bring in new customers and increase order frequency and order values.’



—Victoria Pierce, Director of Marketing, Frank Pepe Pizzeria Napoletana

Targeted promotions with Uber Eats

One of the company’s missions is to serve the best pizza on the best dough. While they’ve sold nearly 2 million pizzas in the past year, they are always looking for efficient ways to reach new customers. Targeted promotions on Uber Eats are one of the ways Frank Pepe’s is doing that. ‘We use Uber Eats to get the attention of new customers who might not be as familiar with our brand and to reach younger customers who prefer ordering through food-delivery apps,’ says Pierce. This strategy is particularly effective in college towns like Boston and New Haven.

Uber Eats provides an effective return on ad spending

‘Uber Eats marketing tools are efficient,’ says Pierce, ‘since you only pay for ads and offers when someone places an order online’. This means Frank Pepe can market itself cost-effectively through Uber Eats, with targeted ads and offers tailored to their needs. This targeted approach has resulted in a 6-7x return on marketing spend, meaning the pizzeria earns $6-7 for each dollar spent on marketing. ‘With Uber Eats, we’re knocking it out of the park,’ she says. ‘We’re staying on budget, attracting new customers and making sure that Frank Pepe’s remains a popular choice on the platform.’ As an exclusive partner, Uber Eats provides Pierce and her team with continual support in the design and execution of their marketing campaigns, a benefit Pierce describes as ‘essential to our ongoing relationship and success’.

What’s next?

Uber Eats and Uber Direct are facilitating the delivery of 73% of all Frank Pepe’s delivery orders. With so much success in the partnership, what’s next after enticing new customers and helping to better serve the most loyal followers? Frank Pepe’s team is excited to test out catering with Uber. Surely, the results will be delicious.

Learn more about Uber Direct here.

See how Uber Eats Ads & Offers increase storefront visibility give customers a compelling reason to choose your restaurant over others with enticing promotions.

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