Mike Nettles
Analyst · Stephens Inc
Yes, sure. Thanks Steve. And Hi, Will. So, the short answer, I think to your question is, we are way beyond just testing a single pie promotion at $6. We started with that little one. And we kind of feel out the market space use, the medium as part of that offer. That seems to be fairly typical in the industry. We've expanded beyond that, rather dramatically.We are really experimenting with what I'll call, a multi-tier price point value construct, where we actually offer three different sizes of pizzas like Steve said, at three different value price constructs, all of them being one top, with an up sell engine capability to allow us to quickly add multiple toppings on its to try to get to something that quite frankly in the old days, may have been like a $10.03 top.We can do that, with a multi-variant kind of pricing construct, really get a lot of people excited, they come in like you do. It's very traditional in the retail business. You see a very inexpensive entry price point. May be you will hover on that, in quite a little deeper. But once you're in, you suddenly start to realize, you know, I really want something little bit better. And then you start to trade up through the tier. So, we are having a lot of success with that, in the early stages.Different models and different places, observing to the brand you might actually find markets out there that are participating in that right now, as Steve said, we have been up and operating in some flavor and other in several 100 locations.But at the same time, the testing methodology we are doing is very driven on test and control. We have lined up every single store with look-alike stores around the country. And even with look-alike customer profiles and purchasing behavior and then we are able to do really refine testing to be able to say, hey, that work. That worked a little bit better. Let's keep tweaking it. Let’s tested again over and over again, and we are not in test forever mode.We are looking to deploy some of these things within a short timeframe, but at the same time, we can do so with some projectability and predictability about the outcome as suppose to, hey, I'll just throw that on the wall and see if it works. So, very happy with how the team is using all the data investments we’ve made in the last year, particularly around understanding customer behavior and tracking customer behavior to really try to inform some very big differentiators for the brand and something we can feel very confident about how the performance will be prior to actually launching it.