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While Continuously Capturing 18-34-Year Old Demographic, Toppers Research Supports MyZa Launch
WHITEWATER, WI – In an ongoing battle to create an alternative to the uneducated big pizza chain’s bland menus, Toppers Pizza, a 26-unit eclectic pizza delivery franchise brand, has added a new item, sure to be copied: The MyZa, a pizza designed to fill the needs of just one customer.
“The big boys give customers little option for individual taste dining. We have come up with the solution,” said Scott Gittrich, founder and CEO of the growing Whitewater, WI-based franchise brand. “Cold pizza is great, but what if you just want to meet the craving of just a one-time pizza experience? And we don’t force a group of pizza eaters to only choose side one and two – now you can each have your own pizza, with difference toppings, without breaking the bank.”
Prior to launching the first product of its kind system wide beginning in November, the off-the-wall pizza chain tested the product to rave reviews in its hometown of Whitewater, Wis. Different from the “pizza-by-the-slice” concepts, the MyZa is still made from scratch and still showcases innovation from the kitchen, as each MyZa still can feature house favorite concoctions.
Toppers’ MyZa goal is two-fold: Offer an alternative to ordering a big pizza, while allowing the eaters to have more than two options on the pizza, and meet the price point some of the coveted 18-34 demographic desires. The MyZa competes with any chain offering a “fast food” option and any chain offering low price point menu items.
“The best thing about our MyZa is that it isn’t limited to just a few famous Toppers pizzas,” Gittrich said. “You want Mac ‘N Cheese, you got it. Cool C-B-R, we can do that too.”
The launch of the MyZa also celebrates a big year for Toppers – including the doubling of its store count, booming from 13 in three states in 2007 to 26 in six states today, and experiencing a 30 percent in company wide sales in 2009. In addition to its sustained growth, Toppers 1,600 square foot prototype is also breaking the mold of the delivery/takeout pizza chain, as average unit volumes are $945,000.
Along with its ability to tap into the most influential demographic, Toppers has made a name for itself as the innovators of unique menu items. Toppers was the first delivery brand to capture the cheesy bread marketplace with its famous Topperstix. Toppers has never shied away from innovation with its Mac ‘N Cheese; Potato Topper; Cool C-B-R (Chicken-Bacon-Ranch); The Hangover Helper; Buffalo Wings, Quesadillas, Grinders, and dozens of other menu items. Different from the competition, 70 percent of Toppers’ sales come from items not traditionally found on competitor’s menus.
In 2008, the face of the pizza industry frowned, as sales were sluggish and growth was stunted. Toppers Pizza, though, dodged a slowdown with increased average unit volumes and system-wide sales; five new units; and the sale of five more locations, all under construction. When the big chains are down, Toppers has remained up, taking names and gripping its share of the $40-plus-billlion pizza industry. Why?
“The reason for our success is simple: We are not one of the ‘Wal-Marts’ of the industry. The big chains have lost identity and brand connection,” Gittrich said. “Our customers are fanatical about our brand. Our quirkiness and edginess has given our brand character, thus we have been able to continue our growth and bonding with an untapped national demographic – the 18-34-year olds.”
The new MyZa is just a tasting of what Toppers will serve-up in the next year, Gittrich warned.
“Just wait until you see what’s next,” he laughed.
ABOUT TOPPERS
As a 26-unit eclectic pizza delivery franchise brand, Toppers Pizza, headquartered in Whitewater, WI, takes a unique approach to the crowded pizza segment by appealing to 18-34 year olds in an irreverent way that totally separates them from the competition. Toppers’ menu includes 17 house pizzas; the franchise’s signature product line Topperstix; Oven-Toasted Grinders; Buffalo Wings; Quesadillas; and cold drinks. The brand has strongly established itself in Wisconsin, and is now in the midst of Midwest and then national growth. By focusing on Toppers’ demographic friendly markets, Toppers is able to continue its building of a fanatical relationship with its customer base. For more information on Toppers or Toppers Area Development Franchise Opportunities, visit www.toppers.com <http://www.toppers.com> .