January 26, 2009

Industry Headlines

Domino's Pizza CEO burns 'cease and desist' letter in tongue-in-cheek ad  

Domino's Pizza is showing off its menu -- and its CEO. After Domino's Oven Baked Sandwiches recently beat Subway's equivalent sandwiches by an incredible 2-to-1 margin in a national taste test, Domino's received a letter from Subway demanding it cease and desist from running advertising featuring the independently researched claim.

Domino's has not only refused to pull the work, it has responded by launching a new TV spot featuring Chairman and CEO David A. Brandon playfully burning up Subway's letter in one of the 450-degree ovens used to bake its victorious sandwiches.

"This is as much fun as a good, old-fashioned school cafeteria food fight," joked Brandon. "We're flattered that Subway would consider us a threat, since we're still new to the sandwich game -- but we also thought the best way to respond to their letter was in an irreverent fashion. I think I did what any red-blooded American always wants to do with a letter from a lawyer: burn it to a crisp." The 30-second version of the commercial aired for the first time last night, January 21, during American Idol on Fox.

Brandon agreed to be featured in the ads from agency Crispin, Porter + Bogusky for the first time in his 21-year history as a corporate CEO, and in his 10 years as Domino's chief, "This seemed like a great way to wave the Domino's flag and tell our customers that we make the tastiest sandwiches around, as well as being recognized for going on 50 years as the world leader in pizza delivery. So we poked a little fun, because we try not to take ourselves too seriously. However, we could never be mean or nasty. Mostly because it isn't our style -- and, because my mom would never forgive me!"

Oven Baked Sandwiches from Domino's Pizza were preferred by consumers over industry leader Subway's by an incredible 2-to-1 margin, based on independent taste tests conducted throughout the country in late 2008. Taste preference based on a national taste test by an independent research company of Domino's Oven Baked Sandwich varieties -- Philly Cheese Steak, Chicken Bacon Ranch and Italian versus comparable Subway(R) Fresh Toasted Sandwich varieties -- Steak & Cheese, Chicken & Bacon Ranch and Italian BMT.

Founded in 1960, Domino's Pizza operates a network of 8,726 franchised and company-owned stores in the United States and 60 international markets.

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Pizza Shuttle turns to customers to design t-shirt, sticker in local contest

One of Milwaukee’s most beloved pizzerias is looking for a design facelift, and it’s turning to devoted customers for help. Pizza Shuttle, a long time mainstay on Milwaukee’s trendy East Side, is unveiling a t-shirt and bumper sticker design contest on January 26 in hope of infusing their brand identity with the creativity of their customers.

“Our patrons are an important part of our evolving aesthetic,” says Mark Gold, co-owner of the family owned and operated pizzeria.

The high stakes contest offers big prizes for the design winners, including $250 of Pizza Shuttle gift certificates for the first place t-shirt design. Three t-shirt designs and two sticker designs will be chosen, with all winners receiving some increment of Pizza Shuttle gift certificates. “Our design winners sure won’t be starving artists,” Gold laughs.

Pizza Shuttle especially wants to offer talented art students from local universities a unique opportunity for getting their work published and exposed to the community.

The contest will run from January 26 through March 1, culminating in a two-week voting period administered through the Pizza Shuttle web site. Winners will be announced in mid-March.

 
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Pizza Patron to double U.S. stores by 2011

Premier Latino pizza brand Pizza Patron plans to double its number of units over the next two years as part of a strategy to gain market share throughout the country. The company currently has development agreements in place for more than 40 stores in 10 different markets, and expects that number to increase by more than 200 percent before the end of the year.

According to 2000 U.S. Census data, the United States represents the second-largest Latino population in the world and by the year 2020, one in five residents will be Latino.  By 2050, within one generation, that number will skyrocket and nearly 1 in 3 people in the U.S. will be Hispanic according to U.S. Census Population Projections, August 14, 2008.

"Now is the perfect time for us to implement an aggressive expansion strategy," said Andrew Gamm, director of brand development for Pizza Patron.  "Today's challenging economic climate and shifting consumer base has created the opportunity of a lifetime for our concept.  Our Latino-Hispano brand focus naturally aligns us with the youngest and fastest-growing demographic in the U.S., ensuring solid growth potential for decades to come."

Pizza Patron has been credited with creating the country's first chain of Latino-Hispano focused restaurants, where traditional American-style pizza is served in a distinctly Latin environment.  The company currently operates nearly 90 stores in six states and plans to have 750 stores nationwide within a decade.  It also plans to expand development of its Quick Service Pizza model, which company officials say could change the way people think about buying pizza.

Pizza Patron was founded by Antonio Swad in 1986.  Since franchising began in March 2003, the brand has grown from four locations in Dallas to 84 locations in six states, with more than 40 additional stores under development.

 Toppers Pizza to open two stores in Milwaukee, Wisconsin

Wisconsin-based Toppers Pizza has begun construction on store numbers 25 and 26. The first store scheduled to open is located in West Allis, Wisconsin, while the second store is located in Fox Point, Wisconsin. The stores offer online ordering, delivery and carryout.

Each store will award free food for a year to the first 50 customers. The company’s most recent store opening had someone waiting in line for more than 26 hours.

Franchisees John Kubisiak and Greg Morrison of Irish Luck, LLC, who own a Toppers Pizza in Wauwatosa and Waukesha, have finalized a franchise agreement, started construction and are expected to open their 3rd store in West Allis, WI in the next couple months. The store will deliver to areas in the communities of West Allis, Wauwatosa, Elm Grove and Greenfield.

 “We are extremely excited that Greg and John are growing into their third location, they are outstanding operators with their current stores and we know they will continue their success and do the Toppers name proud in West
Allis” says president Scott Gittrich.

Gittrich started construction on his sixth store expected to open in Fox Point, Wisconsin, in the next couple months. This store will deliver to areas in the communities of Fox Point, Glendale, Bayside, Mequon, River Hills and Brown Deer.

Toppers Pizza was founded in 1991 and has grown to 30 stores open or under development in the states of North Carolina, Wisconsin, Minnesota, Michigan, Iowa, Indiana and Illinois. In 2008, Topper’s expects to expand its operations by more than 10 with goals to build to 100 stores by 2013.

PizzaVito announces opening, franchise development deals

PizzaVito will open the doors to its first location this Wednesday, January 28, 2009, in Gainesville, Florida, and has franchise development deals signed to begin expanding immediately. PizzaVito’s first store is located adjacent to the University of Florida campus.

The most recent franchise development agreements include a 25-store deal, with the option for 15 more, to open throughout Florida and a five-store deal to also open in various locations throughout Florida. The projected build-out for the first location of the five-store deal is scheduled for February 2009. In addition, there is also a deal in place for ten PizzaVito locations to open in 2009 throughout the metro-Atlanta area.

“Pizza has been a family business for us for nearly half a century,” said Joe DiBartolo, CEO and Founder of PizzaVito. “From Italy to New York to the South, we pride ourselves in making real New York style pizza. The opening of our first PizzaVito franchise store marks a milestone in the family business and we are excited to be able to continue offering customers the unique pizza taste of the Big Apple.”

PizzaVito is a restaurant franchise concept that specializes in real New York pizza.  For more than 40 years Vito DiBartolo, namesake and co-founder of PizzaVito, has been opening pizzerias and making the neighborhood’s favorite pizza.  From his first pizzeria in Queens in 1966 to his wildly successful pizzerias all over New York and throughout the South, people love his authentic pizza everywhere he goes. 

The new concept uses state-of-the-art equipment, including pizza ovens from Marsal & Sons, a dough press by Cuppone, and an advanced touch screen system by InTouch POS. In February 2008, PizzaVito selected The Titan Agency, one of the fastest growing agencies in the Southeast, as its Agency of Record to provide branding, marketing and advertising tools to PizzaVito and its franchise stores