Putting Pizza Pilgrims in Sync with their Customers
February 6, 2020
Facing the music
Music makes the world go ‘round, especially at Pizza Pilgrims. As a playful brand, they need a spotlight-ready jam partner, as their previous background music supplier was hiding backstage.
Pizza Pilgrims wanted a collaboration with a music partner to provide the right levels of customisation and bring their creative ideas to life with a passion that equalled their own. Complex requirements for their venues meant they needed implementation solutions for pitch-perfect audio equipment and setup in 19 unique locations.
A matter of fine tuning
Pizza Pilgrims wanted their music to contain "something for everyone". The dream was that their eclectic ensemble of forgotten hits, standout album tracks and soon-to-be classics, would become a major talking point for customers. That feeling of hearing an old favourite wash over you, or being so incredibly irked that you cannot think of the artist but it's on the tip of your tongue, only to admit defeat and Shazam it.
In order to create such a universal experience, we required literally thousands of tracks. Four-thousand to be exact. We trolled the archives, blew the dust off several vinyls and left no digital music file unturned. Decades of chart data and the specialist knowledge of multiple curators allowed us to pull together masses of music.
Our approach for restaurants, supported by key behavioural science studies and of course song data, required us to shape the playlist by defining a strict set of parameters in track energy, happiness and popularity. Making a nice playlist that everyone liked wasn't the goal. Relaxing customers, getting them to stay longer and try additional menu items was.
The result? A cohesive, structured set of playlists designed to enhance peak and off-peak times, all containing tracks that will subtly elicit warm, happy and nostalgic feelings. Possibly with a little cheese thrown in too.
Music to our ears
“Startle has proved to be the perfect partner for Pizza Pilgrims, embracing all of our ideas for using music and technology to enhance our pizzerias. Our playlist management has improved massively, but the custom integrations we’ve been able to build in are the most exciting part. On top of this, the support we receive is super responsive and I know we can rely on the Startle team for quick, 1-to-1 help whenever we need it.” - Thom Elliott, co-founder of Pizza Pilgrims
Like what you hear?
Hey, we've just met you and this is crazy. But here's our number +44 (0)203 397 7676. So, call us maybe? Or get in touch here.
Account Director at Startle. It's my job to look after customers and offer advice on how brands can enhance their customer experience using integrated music and technology. Often found eating, drinking and shopping (all in the name of research) in our customer's locations.