Blaze Pizza’s ordering app surpassed TikTok on Apple for downloads on Pi Day (March 14), in a promotion that fetched an additional 500,000 loyalty club members for the Pasadena, California-based chain, according to Nation’s Restaurant News (NRN).

Blaze Pizza’s Blaze Rewards program now has a membership of 3.5 million, NRN reported.

How did it work? On March 1, Blaze Pizza announced the return of its $3.14 deal for Pi Day. Customers who downloaded the Blaze App were automatically enrolled as a Blaze Rewards member. That qualified them to purchase any 11” Blaze pizza with unlimited toppings for $3.14 on March 14 only. That pizza usually sells for $11.25. Customers were required to visit a Blaze location to take advantage of the offer.

Related: Why pizzerias need to kick up their loyalty marketing game

Thanks to the offer, the Blaze Pizza app was the fourth most downloaded app on March 14, even leading TikTok. According to Brandastic, TikTok was the most popular social media app downloaded worldwide in 2020, 2021 and 2022. It surpassed Instagram as the most downloaded app in the first quarter of 2023, Social Media Today has reported.

But the Blaze App blazed ahead of the social media app on March 14. Now Blaze is focused on keeping those new loyalty members happy.

“We’ve acquired a lot of new fans,” Sonja Tilki, Blaze’s vice president of marketing, told NRN. “Right now, we’re in our retention strategy phase, feeding them subsequent offers to get them to come back again and again, and that will be really strategic ground to continue to drive the loyalty program and know what offers work the best.”