PROGRAM CARD - Mi Telepi (Telepizza)

Program name: Mi Telepi
Distinction: points only for online orders
Brand / operator: Telepizza / Food Delivery Brands, S.A. (FDB)
Family / owner: Food Delivery Brands (FDB) - formerly Telepizza Group; listed on the Madrid Stock Exchange until 2024, and since 2024 under the control of its bondholders
Industry: gastronomy / QSR
Industry benchmark: no
Market: ES (Spain); also available in PT (Portugal) - (outside the terms)
Related programs: none (Mi Telepi is Telepizza's only loyalty program on the ES/PT markets; the earlier version with Bronce/Plata/Oro tiers was replaced by the current mechanics)
Status: active
Legal / temporal status: no restrictions; open-ended program (FDB reserves the right to terminate it after giving prior notice to customers)
Launch year: 2019 (tier-based version); the redesigned points mechanics were rolled out in later years (exact redesign date - no public data)
Main type: points-based
Additional type: none
Joining cost: free (registration on the website or in the app)
Channels: online (www.telepizza.es website and mobile app); points are not awarded for in-store or phone orders
Reach: no public data

Comparative parameters (estimated ratings)

Implementation difficulty (1-5): 3
Main KPI (impact strength): purchase frequency (medium)

Descriptive sections

0. Summary

Mi Telepi is a points-based loyalty program run by Telepizza (Food Delivery Brands) available exclusively to customers who order online via the website or app. Customers earn 100 points for every euro spent and then redeem their accumulated balance for products from the MiTelepi catalog - pizzas, drinks, desserts and promotional campaigns (experiences, prize draws). There are no status tiers or minimum order threshold.

1. Objectives and context

The program is designed to stimulate regular online purchases and shift customers from the phone and in-store channels to the digital one, which lowers order-handling costs. At the same time, MiTelepi serves as a platform for promotional and cross-marketing campaigns (e.g. partnerships with amusement parks, clothing brands), building engagement beyond the transaction itself.

2. Target group

The program is aimed at consumers in Spain who regularly order pizza online - primarily users of the mobile app and website who prefer home delivery or in-person pickup following a prior digital order.

3. Architecture and type

Registration on the telepizza.es website or in the app (first name, last name, e-mail, password) and acceptance of the privacy policy - automatic enrollment in Mi Telepi.
Placing orders online (web or app) as a logged-in user; for every €1 of an order (paid and not canceled) 100 points are assigned; points move to "available" status within a maximum of 24 hours after the non-cancellation is verified.
Entering the MiTelepi section, choosing a benefit from the catalog (the points threshold is visible on each item; unavailable benefits are marked with a padlock), adding the product/code to the cart and finalizing the order.

4. Earn & burn mechanics

Accrual: 100 points for every €1 spent on an online order (paid and not canceled); no minimum order amount for earning points; in-store and phone orders do not qualify
Threshold and redemption: dynamic - each benefit in the catalog has its own points threshold assigned; the customer sees available and locked (insufficient balance) items; no public data on a global minimum threshold
Reward forms: Telepizza products (pizza, drinks, desserts), discounts and promo codes with partners (e.g. amusement parks, fashion brands), participation in prize draws (sorteos) and contests
Points expiration: 1 year from the moment of accrual; points are also lost upon deregistration or withdrawal of consent to the privacy policy

5. Emotional value

Mi Telepi goes beyond a purely transactional model thanks to its catalog of experiences - access to discounts on amusement parks, draws for event tickets and partnerships with lifestyle brands. The program's communication emphasizes "being part of the Telepizza club" and builds the brand's identity around shared moments over pizza.

6. Gamification

Visually locking unavailable benefits (padlock icon) motivates customers to accumulate points and place further orders
The time-limited "MiTelepi Premios" campaign (e.g. 2026 edition: May-July) with special prizes (flights, limited-edition jackets, gift cards) creates urgency and seasonal buzz
Immediate confirmation of point accrual after an order reinforces the reward loop

7. Differentiation

Within the QSR segment in Spain, Mi Telepi stands out through its integration of a catalog of partner experiences (amusement parks, clothing brands) instead of a simple cashback or free pizzas. Limiting accrual to the online channel only is at once a weakness (it excludes some customers) and a deliberate lever for digitizing orders.

8. Data and personalization

Data collected: first name, last name, e-mail, password, date of birth (optional), online order history
Legal basis: customer consent (GDPR / LOPDGDD); withdrawing consent results in the loss of points
Personalization: segmentation of promotional offers based on purchase history; e-mail messages with offers tailored to activity (outside the terms); FDB may share data with group companies and industry partners (gastronomy, entertainment, telecommunications) where consent has been granted

9. Technology

Digital channels: the www.telepizza.es website (Salesforce Commerce Cloud / Demandware platform) and the mobile app (iOS/Android); ordering via Amazon Alexa is possible - (outside the terms)
Platform: Salesforce Commerce Cloud (identified by the demandware.static static-asset URLs)
Integrations: in-store POS systems at participating (adheridos) stores for fulfillment management; the external Easypromos contest platform for prize-draw campaigns

10. Communication and lifecycle

Communication channels: e-mail (primary), push notifications in the app, social media (Facebook, Instagram, Twitter/X, YouTube)
Onboarding: registration built into the process of placing the first order; welcome message after joining
Retention / reactivation: recurring promotional campaigns (MiTelepi Premios, seasonal partnerships) that prompt customers to log back in; points expire after a year, creating a natural incentive for activity before they lapse

11. Takeaway / inspiration for the almanac

Mi Telepi shows how a QSR program can serve as a tool for migrating customers to the digital channel - by blocking offline point accrual, Telepizza consistently shifts its customer base toward the app and website, which lowers operating costs and broadens the purchasing-data profile it collects.

Sources: www.telepizza.es/mitelepi, MiTelepi FAQ (www.telepizza.es/mitelepi/faqs → redirect to /info/mitelepi-ayuda.html), Condiciones MiTelepi 2024 (PDF), marketing4ecommerce.net (article about the 2019 launch), restauracionnews.com, fooddeliverybrands.com (brand history)
Terms (link): https://www.telepizza.es/mitelepi/condiciones
Entry compiled on: 2026-06-18

Mi Telepi