Doza

Doza (“doughnuts, pizza and then some”) was a new café opening in Liverpool and Swansea. It had a great product, but nobody knew the name.

As Marketing Manager for the parent company, I ran doza’s marketing end to end, including events, social media, email, Deliveroo and Uber Eats, photo and video, PR and press, and print and digital.

The goal was simple: get people through the door, then give them a reason to keep coming back.

Doza (“doughnuts, pizza & then some”) was a new café opening in Liverpool and Swansea. It had a great product, but nobody knew the name.

As Marketing Manager for the parent company, I ran doza’s marketing end to end, including events, social media, email, Deliveroo and Uber Eats, photo and video, PR and press, and print and digital.

The goal was simple: get people through the door, then give them a reason to keep coming back.

A gamified loyalty scheme

Instead of a standard loyalty card that customer see hundreds of times over, I created “doza sessions”. Doza sessions were a gamified and incentivised stamp card centred around engaging events; events to lure customers in, incentivised stamps to keep them coming back.

Geared towards university freshers in the local area, freshers picked up a card in store, collected a stamp at each event, and once they had all four, they were entered to win a year of free pizza worth £500+. Every stamp meant another visit and by the time someone finished their card, doza was their place.

One session alone took £1,261, and the campaign gave doza its highest sales in a single day. Weekly sales rose 20% after the launch events, as the people who came for the sessions kept coming back.

Turning Doza into a press worthy story

Doza’s big idea was the remix: putting different flavours and cultures together to create doughnuts and pizzas you couldn’t get anywhere else. I turned that idea into a local press headline to get traction from news outlets, not just “new café opens”.

I organised the press visit and was there on the day to steer the story in the right direction, and the remix successfully came through as the main story in the coverage.

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Doza's press coverage in the Liverpool Echo

A brand you could see and taste

I organised photoshoots and a brand video to tell the story behind doza and bring the food, people and energy of the place to life.

That one shoot gave us content for social media, delivery apps, print and paid advertising.

Increasing local reach

To reach Liverpool fast, Doza partnered with well-loved local influencers (@morgan.bold, @the_scouse_ghetto_gourmet) whose audiences already trusted their recommendations.

Their videos reached people in the city where doza actually was, and they received more than 4.5k likes across TikTok and Instagram.

The numbers

£1,261 in one hour

One ‘doza session’ event generated the brands highest sales day in just one hour.

+20% weekly sales

Our events increased Doza’s weekly sales by 20%

4.5k likes

Collaborations with influencers saw videos gain over 4,500 likes across Instagram and TikTok

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