Crust Pizza Co. is a fast-casual pizza concept with 30+ locations across Texas and Louisiana. Known for its quality ingredients and approachable dining experience, Crust has built a loyal local following and a rapidly growing digital customer base.
When Crust partnered with Kaizen in early 2026, their email marketing program was bare bones. Within a matter of months, Klaviyo transformed their guest communication, turning an underdeveloped channel into one of their most measurable revenue drivers.
Before Klaviyo, Crust's marketing efforts were fragmented and difficult to measure. Their communication strategy leaned on broad promotional sends built and deployed through proprietary software managed by their internal development team. While email and SMS were both in use, the execution was basic: limited segmentation, no personalization, and no automation to speak of.
There were no welcome journeys, no win-back campaigns, no behavioral triggers, and no integrated email and SMS flows. Sends went out to wide audiences with little insight into how individual guests were engaging, how often they were returning, or whether any of it was actually driving orders.
Most critically, Crust had no reliable way to attribute revenue to their marketing activity. Without that visibility, the team had no clear picture of what was working and no foundation to optimize from. Their focus had become simply maintaining guest communication, rather than using it as a measurable growth lever.
That's where Kaizen came in.
Kaizen built Crust Pizza Co.'s entire Klaviyo program from the ground up. The team architected and launched a complete suite of email automations, established brand-consistent campaign templates, and, critically, configured the Toast integration to unlock attribution data that most restaurant brands assume isn't possible.
The result: a single, centralized view of guest behavior from email click to placed order, across every Crust location.
One of the first questions the Crust team raised was whether it was even possible to tie email activity back to actual online orders through Toast. The assumption had been that without a dedicated widget or storefront, the connection couldn't be made.
Kaizen's answer: Klaviyo's native Toast integration makes this not only possible, but seamless.
"No widget needed. Klaviyo uses a combination of link tracking, appended the moment someone clicks an email, and onsite tracking that catches the order on the backend through the Toast integration. That's actually one of the advantages of Klaviyo over a lot of other platforms: the native integration with Toast allows order data to flow back in reliably, which is what makes that attribution possible." Mel, Head of Email Marketing, Kaizen
Here's how the tracking works in practice:
Midway through the partnership, Crust began moving locations from Toast to its own custom POS. Crust's development team connected the new system to Klaviyo, and Kaizen built reporting around both systems so attribution carried over without a gap. Every location continues to be tracked on whichever system it runs, and the custom POS has already driven $65,810 in Klaviyo-attributed revenue on its own.
Kaizen designed Crust's Klaviyo program around two pillars: a strong automation foundation to nurture guests at every stage of the lifecycle, and a consistent campaign cadence to drive repeat visits and brand affinity.
Four core automations were built and launched live, covering the full customer journey:
Together, these flows generated $477,412 in attributed revenue, 41% of Crust's total Klaviyo revenue, entirely on autopilot.
On the campaign side, Kaizen executed a consistent sending strategy built around promotions, seasonal moments, and community-driven content. With 44 campaigns sent since launch, the results speak for themselves:
One of the more powerful outputs of the Toast + Klaviyo integration is the ability to see email-attributed revenue broken down by individual location. Rather than reporting on the brand as a single unit, Crust can see exactly which locations are converting on email and where there is room to grow.
Leading locations are driving the highest email-attributed order volume, while newer or smaller-footprint locations show strong momentum as their subscriber bases mature. This granular view gives Crust's leadership team the data they need to make smarter decisions about segmentation, local promotions, and where to double down.
Growth has been paired with active list management. Across more than 2.4 million email sends, Kaizen has excluded 25,817 unengaged, bounced, or unsubscribed contacts, so each send reaches guests who actually want to hear from Crust. That discipline protects inbox placement as the program scales.
Subscriber growth tells its own story: Crust grew their list 550% in 6.5 months, adding 52,359 new subscribers, a clear signal that their email program is building real momentum with their customer base.