Operations in Fast Casual Pizza: A Case Study of &pizza's Transformation
How &pizza revolutionized its operations through franchising, operational adjustments, and marketing strategy in the fast casual pizza industry.
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Franchising for Expansion
Embracing a franchising program marked a pivotal shift for &pizza's growth strategy. By opening opportunities for franchisees, the chain aims to extend its reach beyond the East Coast and achieve a milestone of 300 units by 2030. CEO Mike Burns emphasized the importance of selling corporate locations to franchisees, ensuring a diverse store base with 10% company-operated units to maintain operational insight.
Operational Adjustments Post-COVID
Restructuring post-COVID became imperative for &pizza as off-premise dining dominated its consumer base. The chain revamped its packaging, altered its dough preparation methods, and increased topping portions to retain heat and enhance value. By optimizing the off-premise experience, &pizza adapted to the evolving market demands.
Marketing Strategy Evolution
Moving away from conventional discounting, &pizza shifted towards a food-forward, value-oriented marketing approach. By embracing edgier campaigns and limited discounts tied to unique occasions like Pi Day and April 20, the brand renewed its identity and customer engagement. The focus on impactful marketing endeavors sets &pizza apart in an increasingly competitive market.
Drive-Thru Innovation
Anticipating future trends, &pizza aims to pioneer drive-thru operations in the fast casual pizza segment. The implementation of a drive-thru model, featuring shortened cook times and efficient order processing, signifies the chain's commitment to convenience-centric dining experiences. By 2027, &pizza plans to integrate drive-thrus, revolutionizing traditional fast casual service methods.
