ICONIC BRAND
A Slice of Success Franchise experience and brand power keep Pizza Pizza hot and fresh BY GINA MAKKAR
C
anadians love their pizza. There’s nothing like biting into a gooey slice of pie, with its tangy sauce and thick, fluffy crust. In fact, 75 per cent of consumers grab a slice at least once a month, and according to Canadian Pizza magazine, more than 8,000 restaurants serve pizza, with annual sales of approximately $4 billion. That’s a lot of dough! Why is pizza so popular? It’s a fun food, and a way to come together and enjoy a meal, watch a game or celebrate life’s moments. Pizza is a party! As Pizza Pizza celebrates more than 50 years, find out why this iconic brand is upper crust in the industry. A slice of history On New Year’s Eve in 1967, Michael Overs opened the first Pizza Pizza location at Parliament and Wellesley streets in Toronto. With plenty of density at the downtown core, the store was positioned for success. Overs ran the business at night, and worked hard to expand during the day. “He understood the core values of building a business with great service, an exceptional product, and the value of getting it to people fast,” says Pizza Pizza senior vice president Sebastian Fuschini. As the company expanded throughout Ontario and the rest of Canada, it acquired Alberta-based Pizza 73.
Today, more than 770 locations serve up hot, fresh favourites, and the system continues to grow in British Columbia and Quebec. Rising to the challenge As an iconic brand, how does the franchise hold onto its piece of the pie? As competition rises, maintaining a position at the forefront is an ongoing challenge. “It doesn’t stop because you are number one. It’s more important to maintain because everyone is chomping at your heels,” says Fuschini. “A healthy, delicious product, good value, a great location, great promotion, and great franchisees; all of that continues to evolve all the time. If you stand still, you are in trouble. We continue to look for ways to do better for the customer.” The difference A solid history with more than 50 years in business and an established management team are benefits of investing in Pizza Pizza. Unlike traditional models, the franchise developed the Pizza Pizza Associate Program (PPAP), designed for individuals who may lack the finances needed to invest, but have the drive and character to start a business. “We feel the human resource is more important, because
Franchise Canada September | October 2019 101