As part of our mission to make more guests smile, Happy Joe's Pizza & Ice Cream invested additional time and resources into its digital marketing efforts in 2024, and the results have been impressive.
Leading the way is Josh Spiller, the brand's marketing director, who joined the team in fall 2023. Leveraging his extensive marketing acumen online, Spiller has helped generate unparalleled growth through Happy His Jaws' app, website and social media. says the company.
“We've been focused on reaching new and more diverse audiences,” Spiller said. “While our team has driven Happy Joe's participation across all of our social media properties, we are especially proud of his marketing performance on digital.”
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Happy Joe's reported impressive results from two campaigns this quarter.
New member bonus campaign: “Save the dough with Joe's Rewards!” Happy Joe's promoted savings and benefits available to app users throughout the year. result:
- Google Search performed best with a click-through rate (CTR) of 42%.
- The 100% view-through rate (VTR) was 27%, significantly exceeding industry standards.
- 12,210 total signups
- The average number of new store signups increased from 117% to 900%.
Double points campaign: The five-week campaign offered Happy Joe app users double reward points. result:
- Generated $301,265 in revenue from online orders from January 1st to February 11th
- ROAS from Google Search 69.56%
- Google search had a CTR of 42.65% (industry average is 3.17%).
The company said the brand's app's year-over-year performance spiked in the first quarter, driven primarily by campaigns, with increases in:
- Royalty revenue nearly doubled (from $235,806 in 2023 to $460,452 in 2024)
- App signups more than doubled (from 1,401 in 2023 to 3,164 in 2024)
- App check-ins more than doubled (from 6,560 in 2023 to 15,648 in 2024)
- App participation rate nearly doubled (from 9.24% in 2023 to 18.10% in 2024)
Overall, the Happy Joe app delivered impressive performance in the first quarter of 2024, with the following results, the company said.
- Over $1 million in royalty sales
- Total revenue increased by 65% from 2023 ($1.2 million increase)
- Total purchases through apps will increase by 43% from 2023
- 60% increase in new sign-ups through loyalty platforms
“Thanks to his work, energy and innovative approach, Josh has revitalized and refocused our 50-year-old brand,” said Tom Sacco, Happy Joe's CEO and Chief Happiness Officer. He has contributed to achieving this goal.” “We couldn't be more excited to work with him as Happy Joe's continues to grow in new markets both domestically and internationally.”
Looking to 2024, Spiller said the brand's marketing efforts will continue to focus on branding and awareness, Happy Joe's digital presence, leveraging AI, the impact of technology and data, and paid search and P-MAX to augment advertising. He said he would focus on result.
“After so much success early this year, we definitely have some big goals for the rest of 2024,” Spiller said. “Our team will work to increase year-round visibility and monthly website traffic, generating a steady influx of viewers that converts ‘more eyes into more purchases.’”
