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Toppers in Madison Experiences Facelift

News » Toppers in Madison Experiences Facelift

Throughout the last 18 years, Toppers Pizza has transformed not only its concept but the face of the pizza industry by innovating new menu items unheard of and soon thereafter copied by the big chains. The 26-unit eclectic pizza delivery franchise brand has also refused to grow too quickly. Now, as buzz about the brand strengthens, the chain has successfully tested, improved and unleashed its new prototype design. The Regent Street location in Madison will be one of the first to undergo a radical remodeling and will reopen with a brand new face July 26.
“Our menu – including our infamous Topperstix – has helped us build a powerful fanatical following. Just as our menu has continued to evolve, so does our footprint,” said Scott Gittrich, founder and CEO of the growing Whitewater, WI-based franchise brand. “We have connected with an award winning architect whose love for our product is portrayed in our new look, feel.”
Toppers’ new Madison remodel features TVs; an updated area to “chill” while waiting; bar-top seating for dine-in guests; updated, contemporary colors, including the Toppers Crown on a brick wall; and an updated menu board – all snuggled in a unit under 2,000 square feet.
The Madison Toppers will be closed July 12 to 25 while it receives a facelift. The store plans to celebrate its reopening on July 26 with a carryout deal of a large one-topping pizza or triple order of Original Topperstix for $6.
“We are continuously testing new technology to improve the way we deliver to our customers – both in the restaurant and to their homes,” Gittrich said. “Toppers is all about evolution.”
In 2009, 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. Although 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,” said Scott Gittrich, founder and CEO of the growing Whitewater, WI-based 26-unit franchise brand. “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.”
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.
Unlike other franchise brands, Toppers makes an earnings claim in its franchise disclosure documents, stating that the Wisconsin locations make an average of $966k/year (2009 AUV) with an average EBIDTA of 19.2%, which is a remarkable financial measure given the size (1,600 – 1,800 sq. feet) and that industry averages are nestled right around $600k/year. The high return on investment is built from the fanatical aspects of the brand, as well as dedicated, driven franchisees who are deeply connected to those in their community – especially the nearest university. Franchisees entering the Toppers system must have a minimum liquidity of $150k and a net worth of $400k. The average cost to open a Toppers is $400k.
“As we grow, like a balloon, out of Wisconsin and into surrounding states and then nationwide, we want to maintain a stronghold on top-tier franchisees. By doing so, we can maintain our core culture, our brand evolution, and our methodical growth pattern,” Gittrich said.
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. Toppers growth was celebrated in 2009 by Chain Store Age, an industry publication that measures quick service restaurant growth over the past five years, and ranked Toppers on their overachievers list of the Top 50 Fastest Growing Chain Restaurants in the United States. For more information on Toppers, visit www.toppers.com.

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