Clear Differentiation Marks Thriving Pizza Chains

September 24, 2009

Limited-service pizza chains that are managing to buck the prevailing, recession-based flat sales trend are by and large ones that have clear, strong positioning that differentiates them from the pack, according to the newly released 2009 edition of food service industry consultant Technomic's "Top 100 Limited-Service Pizza Chains" report.

Examples include Little Caesar's value positioning, exemplified by its $5 Hot-N-Ready; Pizza Fusion's healthy, "Fresh, Organic and Earth-Friendly" positioning; Pizza Hut's complimentary catering (Pasta to Go); Papa Murphy's and Homemade Pizza's "take 'n bake" offerings; ZPizza's and RedBrick Pizza's emphasis on quality products and experience; Pizza Patron's ethnic consumer focus (Pizza for Pesos); and Cici's all-you-can-eat buffet. --Karlene Lukovitz

pizza, qsr, strategy

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