800 Degrees Pizzeria rebrands with new focus

With a plan to add wood-fired rotisserie ovens to selected stores, 800 Degrees Pizzeria has rebranded as 800 Degrees Woodfired Kitchen and has expanded its menu beyond poultry to offer a new take on wood-fired items, a news release said.

Among the new offerings are a garlic-and rosemary-roasted porchetta sandwich, a roast beef plate with roasted potatoes and caramelized Brussels sprouts, and an Atlantic roasted salmon salad.

Other items are also being added, including new appetizers, desserts and even cocktails, all of which will showcase wood-fired ingredients, the release said.

"By evolving our menu to include woodfired rotisserie proteins, we are demonstrating our dedication to serving artfully crafted dishes that are never 'assembled,' but instead, [are] the result of days of meticulous preparation," Chef Anthony Carron said. "Our dedication to fresh, high-quality ingredients is the key to our 'food first' approach, and provides the foundation for almost endless opportunities to infuse flavor in traditional and unexpected ways across a variety of menu items."

800 Degrees Woodfired Kitchen uses wood-fired stone hearth pizza ovens and wood-fired rotisseries that burn fragrant woods, imparting their flavor to foods cooked in them.

The chain will source hardwoods like oak, mesquite and fruitwood, which all burn comparatively "hotter" which allows the oven temperature to reach 800 degrees Fahrenheit. At that temperature, pies bake in the traditional Neapolitan style, while wood-fired rotisseries allow proteins to cook slowly and caramelize.

"We have conducted extensive consumer research on the new 800 Degrees Woodfired Kitchen branding," CMO Tom Bartsch said in the release. "According to our findings, the new 800 Degrees Woodfired Kitchen shows significant guest preference, drives a much broader consumer base, and attracts new users through strong appeal across multiple age demographics."

The company has already relaunched its downtown Los Angeles location under the 800 Degree Woodfired Kitchen brand. Additional locations will follow, though some legacy stores will continue to operate under the chain's original pizza-focused concept.

800 Degrees Woodfired Kitchen plans to open locations in Miami, New York and several other domestic and international markets, the release said.

Topics: Business Strategy and Profitability, Equipment & Supplies, Marketing / Branding / Promotion, Ovens

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