Lou Malnati’s, the famous deep-dish brand, is taking an aggressive swing at holiday traffic this year with a new multifaceted strategy. The centerpiece is “12 Days of Lou’s,” a December 3–14 campaign that drops a fresh offer for loyalty members every day.
The promotion is part of a broader seasonal push that also includes the company’s first-ever holiday merchandise line, revamped gift card bonuses, and a decked-out dining experience at its Gold Coast restaurant. Independent pizzerias may consider taking notes.
“We’re taking a more comprehensive approach to the holiday season this year,” said CEO Julie Younglove-Webb. “The merchandise line extends our brand beyond the restaurant, while our 12 Days of Lou’s rewards campaign creates daily touchpoints with guests during our busiest time of year.”
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Each day of the campaign features a different reward—from BOGO deals and double points to free delivery, exclusive merch and personalized “mystery” offers based on member engagement. Several days include enter-to-win giveaways for private pizza-making classes and catering packages, and 50 grand-prize winners will score one free medium deep dish pizza every week in 2026.
The offers are delivered through email and social channels, with redemption happening in the brand’s app.
The chain is also leaning into gift card incentives through the end of the year:
- Buy $50 in gift cards → get a $10 bonus card
- Buy $100 → get a $25 bonus card
Bonus cards are valid Jan. 2–Feb. 28—timed to help lift post-holiday traffic.
