A few years ago, PapaJohn’s, one of the world’s top five pizza franchises, ran a trial with us to evaluate whether playing callers targeted, personalised messages would affect their behaviour. The results were astounding. In the pizza world, average time to abandon is short… averaging 29 seconds. Callers think that if it takes a long time to answer the phone, the pizza will take ages to arrive. The trial tested whether giving someone an appropriate offer encouraged them to queue for longer. It also assessed whether playing a targeted promotion based on the caller’s profile for the ‘next most likely upsell’ was more effective than playing a random upsell offer.