La Rosa Chicken & Grill Looks to Digital to Drive Growth
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La Rosa Chicken & Grill Looks to Digital to Drive Growth

La Rosa Chicken & Grill Looks to Digital to Drive Growth

La Rosa Chicken & Grill is stepping up its digital marketing approach with strategic initiatives set to deliver growth as the beloved brand expands through franchising.

The emerging brand has teamed up with LevelUp, the leading mobile payment and loyalty provider, to launch a fully integrated online ordering system designed to drive sales and build loyalty with the introduction of a new customer rewards and gift card program.

“The partnership will enable La Rosa to provide their customers with a simple, fun and engaging loyalty experience rooted in leveraging LevelUp’s state-of-the-art POS integrations,” notes Keith Brayton, director of operations for New Jersey-based La Rosa Chicken & Grill. “This will also allow us—as a growing brand— to offer elegant, seamless customer loyalty, while in-store management teams focus on creating memorable experiences at each of our restaurants.”

Plans include a “completely rebuilt” La Rosa mobile App and Online Ordering system, combined with state-of-the-art, in-store Quick Response scanners and wallet pay.  Other features include tiered spend-based rewards, physical and digital gift cards and special “beacon message” only offers – along with a slew of behind the scenes benefits.

“La Rosa’s customers are going to absolutely love it, as this new loyalty solution will impress both new and regular guests,” adds Brayton.

These latest digital levers are designed to build upon the brand’s mantra as a “Modern World Eatery that Stays True to Old World Traditions.”  With 10 restaurants, and two more locations set to open, in New Jersey and New York, La Rosa is expanding its national footprint as a unique brand, featuring authentic, made-from-scratch dishes and a loyal following.  A franchise agreement is in place to expand the La Rosa name in Coral Springs, Florida, with development deals in the works for Hazlet, New Jersey and Colorado Springs, Colorado, where La Rosa is set to debut its newest avenue to reach customers. The Colorado location will be La Rosa’s first restaurant design featuring drive-thru service.

“We are very excited about this new approach,” Brayton says. “This gives us the flexibility to allow more customers than ever to experience the La Rosa approach to a healthy eating experience.”

The family-owned QSR chain has been busy bolstering the brand for scale with the recent addition of Brayton and three additional district managers. The company is also in “talks with some key players” in the food service and food manufacturing industries to keep product costs and inventory stable as La Rosa grows.  The moves are designed to strengthen the foundational base and enhance operations at every La Rosa location, Brayton says.

Founder Vincenzo Pugliese opened his first La Rosa in 1994 with an innovative eye and a life-long love for restaurants. The industry veteran has spent the past 25 years perfecting his concept that is now primed for franchising on the national QSR stage.

“We are always analyzing our performance and how we will implement strategic growth,” says Pugliese. “These studies include reviewing our menu, operations, site selections and finding the right franchisee fit for our system. Our focus is quality, not quantity when it comes to our growth. We are excited moving forward, as we grow stronger and better.” 

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Published: February 22nd, 2019

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