California Pizza Kitchen (CPK) has a strategy to sell more gift cards during the holiday season. Can it work for independent pizzerias, too? Let’s take a closer look.
From October 29 through January 5, CPK guests will receive $15 in bonus cards for every $50 they spend on gift cards. With a $100 gift card purchase, the bonus represents a “$5 sweeter deal” than last year’s popular promotion, according to a press release.
“What better time of year to give something extra to our fans?” said Dawn Keller, chief marketing officer at CPK. “When guests go out of their way to give their friends and family the gift of CPK, we love reciprocating with a special gift just for them!”
Note: The $15 bonus cards are redeemable only between January 1 and 28, 2026, at any participating CPK location.
Here’s why this is a smart idea: Selling gift cards from November through December boosts immediate revenue (and cash on hand) before the redemption period in January, which is typically a slower month for restaurants. Since the bonus cards can only be redeemed after the holiday season, it gets customers back in CPK’s stores at a time when sales are likely to dip.
Additionally, many of the bonus cards will go unredeemed or only partially redeemed, which reduces the real cost to CPK. And positioning the promotion as a “give-something-extra” campaign makes the brand look generous and guest-focused; it’s a shrewd soft-sell tactic that strengthens loyalty.
Instead of a $50 plus $15 bonus offer, independent pizzerias can scale the promotion to fit their own average check size—perhaps a $25 card plus a $5 bonus card, whatever makes sense for your margins. You might also consider extending the redemption period through February to keep driving traffic through a slow period.
In short, the promotion boosts holiday sales, encourages loyalty and, best of all, brings customers back to your pizzeria during that post-holiday slump. Just don’t position it as a discount; promote it as a seasonal “thank-you” to your customers, a gift of appreciation to your community. The key is to control costs and the timing of the bonus cards’ redemption so you can keep the momentum going without cutting too deeply into your margins.
CPK has put the gift-card promo front-and-center on its website: “‘Tis the Season for Giving! Give $100, Get $30,” encouraging larger spends. Indie pizzerias should promote this offer on their own websites and in social media posts. Keep the tone warm and joyful to get your customers in a spending mood.
Meanwhile, CPK also introduced its new Espresso Peppermint Martini, crafted with Java House Dark Roast Cold Brew, Grey Goose Vodka, Kahlúa coffee liqueur, and a twist of peppermint and agave.
And for those craving a cozy, festive meal, CPK trumpeted several winter-favorites menu items, including:
Salmon Piccata: Salmon roasted on a cedar plank in a hearth oven and served with linguini fini, lemon and capers in a lemon cream sauce
Braised Short Rib Ragu: Slow braised tender short rib, delicate ribbons of pappardelle pasta, a housemade ragu with California tomatoes, cream, shaved garlic, and wild Greek oregano topped with fresh parsley
Mini Butter Cake Flight: For this bite-sized twist on CPK’s classic Butter Cake, guests can choose three flavors to build their flight, served with vanilla Häagen-Dazs ice cream: Dark Chocolate & Brownie Crumble; Fresh Strawberries in Pureé; Smoked Bacon & Maple; and Classic Butter Cake.
