Brick oven pizza chain banks on artisanal rebrand

Oct. 11, 2010

Northborough, Mass.-based Bertucci's Corporation has announced the brick oven pizza chain will officially launch a new menu in their restaurants on Oct. 14. The new menu celebrates Bertucci's brick oven roots and introduces an entire new line of brick-oven baked specialties, including new artisan pizzas, baked pastas and main dishes as well as a new line of homemade appetizers and baked desserts. Notably, 17 of the new specialties price at $9.99, which has proven a popular price point for the industry.

The additions also have provided a rebranding opportunity that banks on the resonance of its "artisan" positioning: The new menu design features crisp, enlarged, "magazine-like" photography showcasing the brick oven and the new menu items as well as several classic Bertucci's favorites, a significant departure from the current menu. It includes some facts about the restaurant's proprietary cooking practices and unique history, and describes some of the special skills required to become a Brick Oven Chef. Finally, the pizza section includes circa dates for when Bertucci's classic, signature pies were originally added to the menu.

Topics: Marketing , Marketing / Branding / Promotion

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