CPK Launches New App With Online Ordering and Mobile Pay

CPK Pizza Dough Rewards app | California Pizza Kitchen

CPK Pizza Dough Rewards app | California Pizza Kitchen

The casual dining giant, California Pizza Kitchen is jumping on the mobile ordering bandwagon.

The brand has launched the CPK Pizza Dough® Rewards Mobile App for both iOS and Android, where guests can not only order and pay for their meals, but also earn and redeem rewards, find the closest CPK restaurant, get local promotions and offers, calculate tips, see their previous order history, see a sneak peek of upcoming menu items and more.

“We’re extremely proud of our enhanced CPK Pizza Dough Rewards app, which we believe will set the bar for the consumer mobile experience in polished casual dining,” said Ashley Ceraolo, senior vice president of marketing and beverage at California Pizza Kitchen in a press release. 

“Our guests are looking for an elevated dining experience that offers flexibility to meet their needs, whether enjoying the full dine-in experience, a quick, efficient visit on their time-challenged days or an excellent takeout experience on the go. Our new app enhances all three, seamlessly integrated with our loyalty rewards program. Not only can CPK guests use the app to order online, they can also check in at their table to earn and apply loyalty rewards and decide when and how to pay for their meal, including adding tip, easily and conveniently from their phone. The experience is all at their fingertips and completely customizable.”

The brand is promoting it's loyalty program with a high value offer of a free small plate when the register. Guest earn $5 in rewards for every $100 they spend.

“Our enhanced CPK Pizza Dough Rewards app represents a best-in-class partnered approach between our loyalty provider, Paytronix, and CPK IT and Marketing, working hand-in-hand to develop an omnichannel experience that delivers on our guests’ core needs, from the palm of their hand to point-of-sale,” said Andy Mai, chief information officer at California Pizza Kitchen in a press release. “This integration between loyalty, tech and marketing also offers us the nimbleness and flexibility to introduce additional functionality that enhances the guest experience in the future.”

CPK isn't the only brand recently launching an app.

Shake Shack launched the Shack App for iOS last week and is giving away a limited-timed offer of free single ShackBurger® to guests who download the app until February 28th.

The casual dining segment in particular is making a push to connect with customers with app launches. Will guests be as likely to download these apps for casual dining restaurants as they are from the fast casual and quick-serve brands? The faster and more affordable segments are all about convenience, while casual dining is about the experience. Will apps enhance the guests experience enough that they will use actually them?