Slice of Success: How UpLevel Helped Chicago Pizza Tours cross $100k in Corporate Groups

This case study explores the strategies and steps taken to achieve these remarkable results.

Key Achievements

• Generated $100k in new corporate group revenue in six months.
• Increased corporate group revenue from 5% to over 60%.
• Doubled the conversion rate for public tours on the website.

Sustained Revenue Increases

Investing in corporate group tours has evolved from a simple marketing strategy into a core revenue driver for Chicago Pizza Tours, proving its value as a long-term, sustainable business model.

Over the months, there has been a consistent and significant increase in monthly revenue, with the best-performing months bringing in considerably higher income compared to earlier periods.

This growth isn’t just a temporary spike but a sustained trend, showcasing how the focus on corporate groups has solidified a dependable revenue stream. Even during the less active months, the business still saw meaningful contributions to overall revenue, underscoring the resilience and effectiveness of this strategy.

By embedding corporate group offerings into the core of the business, Chicago Pizza Tours has secured a lasting and robust financial foundation that will continue to deliver returns well into the future.

Strategic Website Redesign

Initial Challenges

• A one-size-fits-all web template that did not cater to specific client needs.
• Low conversion rates for both corporate and public tours.
• Limited accessibility and promotion of corporate group offerings.

Implemented Solutions

1. Dual-Button Homepage: Introduced two prominent buttons for public tours and corporate groups, simplifying navigation and allowing visitors to quickly choose their desired tour type.
2. Clarification of Group Sizes: Explicitly stated that up to 150 guests could be accommodated for corporate events. This transparency reduced direct inquiries and streamlined the booking process.
3. Focused Navigation: Removed unnecessary distractions from the main navigation and placed content like “About” in the footer, maintaining a clean, user-friendly interface.
4. Dedicated Corporate Page: Developed specific page for corporate clients, addressing their unique needs and improving engagement and conversion rates among corporate visitors.

Pricing and Value Enhancement

Challenges

• Existing pricing models were not tailored for corporate clients.
• Potential clients had no benchmark for the cost of unique experiences.
• Descriptions were lackluster, not evoking the dynamic nature of the tours themselves.

Solutions

1. Price Anchoring: Introduced multiple pricing tiers to showcase value at different levels, making it easier for corporate clients to understand the value proposition and make informed decisions.
2. Psychological Pricing Strategies: Implemented new copy that emphasized the unique value and customization of corporate experiences, helping to justify pricing and align offerings with clients’ expectations and budgets.
3. Public Tour Descriptions Rewrite: Enhanced public tour descriptions to increase perceived value and build interest and anticipation, allowing for a confident price increase of up to 12%.

Streamlined Sales Processes

Initial Challenges

• Lack of structured B2B sales processes.
• Inefficiencies managing client relationships and follow-ups.

Implemented Solutions

1. Targeted Outreach Tactics: Developed customized sales collateral to effectively communicate with potential clients and ensured consistent follow-ups to prevent missed opportunities.
2. New Standard Operating Procedures (SOPs): Created comprehensive training materials for new Chicago Pizza Tours team members, facilitating quick onboarding and integration into the sales team.
3. Tools and Training: Worked with the CRM to streamline the sales process, reducing Chicago Pizza Tour’s Founder Jonathan Porter’s stress by making sales operations more efficient and scalable.

Results and Future Projections

Early Impact

• $100k in new corporate group revenue within six months.
• Corporate group revenue increased from 5% to over 60%.
• Doubled conversion rates for public tours.

Future Projections

• Year 1: Starting with $100k.
• Year 2: Anticipated 20% repeat bookings, 15% cross-departmental bookings, 10% external referrals, and 5% individual bookings from corporate participants, bringing total revenue to $150k.
• Year 3: Compounded growth leading to $225k in corporate group revenue.

Personal and Professional Growth

The partnership between Chicago Pizza Tours Founder Jonathan Porter and UpLevel’s own Joe Martin grew into a genuine friendship. Over time, their mutual respect and shared vision have paved the way for numerous creative ventures, seamlessly blending their expertise and enthusiasm.

One standout example of their collaborative endeavors is the Halloween-themed pizza tours launched in partnership with American Ghost Walks. This unique blend of culinary delight and spooky adventure delighted audiences and demonstrated their ability to think creatively about the future of tours, offering an experience that’s entertaining and memorable, while generating revenue.

Their innovative efforts haven’t gone unnoticed. The tourism industry has recognized and applauded their successful collaborations, shining a spotlight on their ability to drive creativity and collaboration to new heights. This recognition is a testament to their hard work, dedication, and the powerful synergy between them, which continues to inspire and set new benchmarks in their field.

Conclusion

The dynamic, ongoing partnership between Chicago Pizza Tours and UpLevel Tourism exemplifies how strategic website redesigns, targeted sales processes, and innovative pricing strategies can drive substantial growth and new revenue.

By focusing on corporate group tour experiences and enhancing the overall customer journey, Chicago Pizza Tours has established a robust foundation for future success and exponential revenue growth.