TARGETING GEN Z: THE ROLE OF SOCIAL MEDIA AND LOYALTY PROGRAMS IN PIZZA FACE’S MARKETING STRATEGY

Shohreh  Saberi

Shohreh Saberi Southern Alberta Institute of Technology

Keywords: Marketing innovations, Social media campaigns, Loyalty programs, Community engagement, Brand visibility

Abstract

This paper investigates marketing innovations designed to increase the brand visibility of Pizza Face, a local pizzeria in Calgary, among high school students. Utilizing a mix of loyalty programs and promotional offers, the study explores strategies to attract younger audiences. Drawing from the works of Sutarwala & Borkakoty (2024), Preloznik (n.d.), and Boustihacyprien (2024), a variety of methods were employed, including social media campaigns and community engagement events. Results indicate that targeted social media content, influencer collaborations, and well-structured loyalty programs can enhance brand engagement and generate new customers. However, the adoption of these strategies by the restaurant remains to be determined. The findings underscore the importance of integrating digital marketing and community outreach to engage younger demographics, particularly during off-peak hours.