The pizza-chain had recently launched its Zzapi Fan Club, which already has3,000 members. Children between two and 14 years can join the club afterfilling-up forms available in all the Pizza Corner outlets or printed in theZzapi comics. The company has increased the periodicity of the comics to abi-monthly from a six-monthly.

About two lakh comics of each issue are distributed to the children visitingits pizza outlets or mailed free of cost to members of the club with aninvestment of Rs 8 lakh. The comics are already attracting a lot ofadvertisements and are expected to break-even after two issues. On joiningthe club, each member is given a Zzapi Club badge, a membership manual and acredit card, which has their photograph and name embossed on it. The cardcan be used to avail of all the exclusive schemes offered to the clubmembers from time to time. To start with, all members will get ten per centdiscount on their bills. This month, members can treat their mothers with apizza and a bottomless glass of coke free of cost on Mothers' Day (May 14).

"We want to gain the loyalty of children and be a preferred familyrestaurant", said Antoine Bakhache, the chief executive officer of PizzaCorner. The company is targeting 75 per cent of its sales to come from theregular family crowd, compared to the present 50 per cent. The rest willcome from corporates and the floating population.

The company has introduced a special menu for kids: a variety of combo-mealsranging from Rs 59 to Rs 89, apart from a special birthday menu for Rs 99.With every meal, the kids are given gift coupons which can be redeemed forkiddies stuff like frisbees, binoculars, pencil boxes etc. All children whovisit its outlets across the country are given free gifts like crayons,colouring sheets, Zzapi masks etc.

According to Bakhache, the credit card given to the club members is muchmore than a discount card. The company plans to create a community of Zzapifans who will have many events centred around them including free parties,special gifts, summer camps and many other special offers. Many cultural andsports events are also on the cards.

The company has budgeted around 20 per cent of its Rs 2 crore annual spendon advertising and Zzapi-related promotions. It expects its turnover toincrease to $5.5 million from the present $3.5 million by end of this yearand anticipates 20 per cent of that to come from the Zzapi Club. The companyalso has plans to tie-up with other kids' outlets for joint promotions.

Apart from promotions targeted at children, it has `sweet hours' forteenagers between three to seven in the evening (during dead hours) offeringdessert pizzas priced between Rs 49 to Rs 75. It also has a lunch scheme forcorporates. Further, it is planning a `cool' scheme to beat the summer heat.The company on an average spends eight to 10 per cent of its turnover onbrand building through marketing kiosks, hoardings, airport trolleys, cinemahalls, bus panels (outers), in-house promos and printing.