Pi Co. drives 54% of Klaviyo revenue with email and SMS automations, supported by Square integration

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Pi Co. is a fast-casual pizza chain with more than 20 locations across Ontario, Canada. The restaurant specializes in authentic, custom-crafted Neapolitan pizzas, and customers choose their preferred dough, sauce, cheese, and toppings. Each pizza is fired in a 1,000-degree oven and ready to eat in 90 seconds, delivering fresh, artisanal flavor in a flash.

Learn why Pi Co. views Klaviyo B2C CRM and the Square POS as one platform

Challenge

Pi Co. built their email and SMS channels steadily for years. They collected sign-ups at check-out and through a web pop-up. They sent emails through their POS system, Square, and text messages through a separate platform.

Both channels clearly resonated with the pizza chain’s audience.

“This works,” Marc Askenasi, Pi Co.’s president and CEO, recalls thinking of their early campaigns.

But their initial set-up wasn’t scalable. Having email and SMS in separate platforms made it hard to keep their opt-in data up to date. Sending an SMS campaign could take days of manual collaboration and list review with their provider.

It was an onerous and disjunctive process to split our sign-ups across our email and SMS tools. It didn’t allow for near real-time campaigns.

“It was an onerous and disjunctive process to split our sign-ups across our email and SMS tools,” Askenasi says. “It didn’t allow for near real-time campaigns.”

As their subscriber count grew, Pi Co. wanted to consolidate email and SMS in a single, more user-friendly platform, where they could build out more sophisticated segmentation and automation.

“We hit a critical mass when we cleared 100,000 active members,” Askenasi says. “We realized we could start monetizing email and SMS more efficiently and justify the monthly cost of a central CRM with more features and functionality.”

Solution

Pi Co. franchisees recommended Klaviyo B2C CRM, and the platform’s pre-built Square integration was a selling point. It meant the pizza franchise could streamline their tech stack into two core, integrated platforms.

Now that they’re using Square and Klaviyo together, Pi Co. can enhance their CRM strategy with robust omnichannel automations and targeted, real-time campaigns.

“Once we got started with Klaviyo and spent a few months vetting our existing SMS list, the process of sending text messages got substantially easier,” Askenasi says. “Now, if we want to push an SMS campaign out tonight, we can do it with Klaviyo.”

Once we got started with Klaviyo and spent a few months vetting our existing SMS list, the process of sending text messages got substantially easier. Now, if we want to push an SMS campaign out tonight, we can do it with Klaviyo.

Strategy

Pi Co. creates a premium subscriber experience by sending fewer campaigns than downmarket competitors, keeping customers engaged and aware of exciting promotions without overwhelming them. To date, they’ve seen success using Klaviyo to:

• Capture holiday list growth: In March, Pi Co. encouraged customers to sign up for marketing emails to receive a special Pi Day offer. It gained them 17,000+ new subscribers, and they can now use Klaviyo to track purchasing trends for deal recipients and assess the offer’s long-term impact.
• Send cross-channel, Square-triggered automations: The Pi Co. team has used Klaviyo’s drag-and-drop flow builders to create cross-channel flows, including a win-back flow and a thank-you flow that rewards repeat purchasers. “Klaviyo automates our process, and now flows run in the background without us having to overthink,” Askenasi says. “That’s pretty useful.”
• Segment by loyalty and more: In Klaviyo, the Pi Co. team segments based on how many times a customer has purchased with them, and when they most recently engaged. They can also target based on customers’ location and demographic traits like age, ensuring customers get relevant campaigns and offers.

“Because Klaviyo and Square are integrated, we look at them as one solution,” Askenasi says.
“Using them together makes life super easy for a company Pi Co.’s size and growing. Everything is centralized for us, and we can track marketing impact all the way through to conversion without a ton of additional legwork.”

Because Klaviyo and Square are integrated, we look at them as one solution. Using them together makes life super easy for a company Pi Co.’s size and growing. Everything is centralized for us, and we can track marketing impact all the way through to conversion without a ton of additional legwork.