Italy's No.1 frozen pizza hopes to take market share from U.S. pizzerias

Oct. 18, 2009
Italy's top-selling frozen pizza is being introduced to pizza lovers in the Northeast's biggest cities, piling more competition on takeout places.
A recent study from Mintel, a Chicago-based consumer research firm, found that 54 percent of people who dine out regularly are cutting back on restaurant spending because of the economy.
Dr. Oetker, the No. 1 frozen pizza manufacturer in Italy, is taking advantage of that situation by launching its best-selling Ristorante brand to New York, Philadelphia and Boston after a successful rollout to other key markets in the Northeast. Dr. Oekter and Top Chef fan favorite Fabio Viviani will also provide free Ristorante frozen pizzas at transit hubs in those cities this week.
The brand is the No.1 frozen pizza in Europe and has taken the category by storm in Italy and more than 33 other countries.
Dr. Oetker Ristorante pizza first became available for purchase at many major retailers in the Northeast region in January 2009. After beginning the initial roll-out in Albany, Ristorante is already the No. 2 brand in that thin-crust pizza market, according to IRI.
Broadcast television advertisements for Dr. Oetker Ristorante began airing in March in upstate New York and will continue to major cities in launch markets this year. The 30-second ad features a young couple enjoying what looks like a romantic Italian meal in a restaurant. Viewers soon realize they're enjoying Dr. Oetker Ristorante pizza's real Italian restaurant taste in the comfort of their own backyard.
Dr. Oetker Ristorante products are priced from $4.99 to $5.99.

Topics: Hot Products , Marketing

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