Dec. 17, 2012
PizzaMarketplace.com Top 100 Movers & Shakers, No. 36: Foreign brands
As American brands increasingly explore new markets overseas, they may encounter more competition than expected from the home teams. Foreign brands, such as Eagle Boys, Pizza Express and Hell's Pizza, are stepping up their game in attempt to maintain their market share and improve the customer experience. For example, Pizza Express, which operates about 450 restaurants in the United Kingdom, Europe, Asia and the Middle East, recently launched a major rebranding effort, which includes a new logo, celebrity ad campaigns, menu additions such as a low-fat Leggera pizzas, and an iPhone app that provides a restaurant locator, menu and special offers, and allows guests to order, make reservations and pay via PayPal. Australia's Eagle Boys has outwardly communicated that it's growing in the attempts to take over No. 1 Domino's in that market, and has added quick-service, non-traditional units to its portfolio. And New Zealand's Hell Pizza always generates media coverage with its creative advertising and social media campaigns.
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