Paul,
I understand from your post that you are about $81K over last year, alot due to your letter and complimentary pizzas.
I know the ROI is huge. If you can, what has been your cost in this marketing effort, that include cost of goods, any additional labor, printing and time cost, redemption and retention rate and how you track these things. How you pick the recipients and how many when.
Obviously it works for you there.
The details may help us to see the feasibility of doing something similar in our market.
Just a few thoughts at a time, you could probably write a book on it.
Maybe make a second million doing that !
go Gators and go Paul,
Otis