Pizza Co modifies strategy
Launches pushed to second half of year
The Pizza Company, owned by SETlisted Minor Food Group Plc, is rejigging its business plan to better cope with the fresh Covid-19 outbreak in the country.
Panusak Suesatboon, the company’s general manager, said following the new wave of infections, Pizza Company is postponing launches of restaurants until the second half this year.
The company previously planned to open eight new branches in 2021, with four opening in the first half this year and four in the second half.
There are 426 Pizza Company outlets across the country.
“Our dine-in business fell by 60% due to the second wave, but huge sales growth in the delivery and takeaway channel helped offset the decline,” Mr Panusak said.
After the fresh wave of Covid-19 infections in the country, delivery and takeaway sales contribute up to 90% of Pizza Company sales (60% via delivery and 30% via takeaway) while dine-in restaurants represent only 10%.
To beef up its business, the company plans to set aside more marketing budget for social media.
For the first time in five years, the restaurant also chose to lower the prices of some menu items.
It also resumed hiring a presenter to promote its pizza after stopping the recruitment of presenters for a decade.
The company recently launched “New York Pizza XXXL” and hired Paris “Ice” Intarakomalyasut as the brand ambassador, aiming to attract customers aged 15-28. The main customer group for Pizza Company is the family segment.
Minor Food Group projects to gain 200 million baht in sales from the new pizzeria within four months.
New York Pizza XXXL offers 18-inch and 15-inch pies for dine-in, takeaway and delivery. Prices decreased 10-30% from this brand’s last incarnation.
Mr Panusak expects the overall pizza business estimated at 15 billion baht to keep growing slightly in 2021.