‘Top’ Campaign: Toppers Fans Vote for Favorite Toppers Location
Whitewater - November 5, 2012
WHITEWATER, WI – Now that the election is over, Toppers Pizza’s fanatical fans will turn their attention to the next election: A vote off for the Top Toppers (www.facebook.com/toppersrocks). In a battle of all locations, the Toppers of Racine will compete against the other 46 locations for the top billing, and more importantly, a free, giant party for its local neighborhood.
“This is our chance to reward the most fanatical Toppers community, as well as have a fun, competitive battle amongst all of our locations,” said Scott Iversen, Director of Marketing.
Through November 18th, 2012, fans will have the chance to nominate their favorite location via the Top Toppers Application. Then, the vote off begins, with the top 16 being narrowed down to eight by December 2nd, then to four by December 9th, two by December 16th and lastly the final battle will conclude on January 6th, 2013.
In addition to creating remarkably fanatical moments via its Fan Page, Toppers has built a cult-like Social Media following. If trend watchers are looking for the next big brand in the pizza category, one may look at Toppers Pizza, the founder of fast casual delivered. While far smaller in unit size compared to the industry’s largest leaders, Toppers Pizza is dominating Social Media with average fans per location significantly higher than competition.
FACEBOOK LIKES – As Of November 6, 2012
Pizza Hut (13,000 locations): 8,973,802 = 690.29 fans/location
Domino’s Pizza (9,000 locations): 7,432,037 = 825.78 fans/location
Papa John’s (3,600 locations): 2,623,419 = 728.72 fans/location
Little Caesars (2,500 locations): 1,368,354 = 547.34 fans/location
Toppers Pizza (45 locations): 54,269 likes = 1,154.65 fans/location
One question Social Media experts continuously try to answer is the value of a fan. Many studies have suggested the average value ranges from $25 - $160 in additional spend per location, however study groups are rarely large enough to dictate real, exact results, said Nick Powills, Chief Brand Strategist of No Limit Media Consulting, a Social Media agency that works with franchise brands.
“The sheer amount of fans Toppers Pizza has, along with the extraordinary amount of interaction the fans have with the page, certainly makes the company a rarity in social media,” he said. “As a brand, they are very well positioned for continued growth and measurable results through their social media campaigns.”
Powills notes that would-be franchisees are taking a strong look at the brand’s financial disclosure and notes that the chain’s Item 19 outperforms much of its direct competition.
“Prospective franchisees are very interested in the financial benefit of joining a franchise brand. If the disclosure showcases underperformance, they may steer clear. While Social Media is nowhere near the only indicator of great unit level sales, it is definitely influential,” he said.
Toppers Pizza’s Item 19 offers an incredible average unit volume ($932,761) plus average per unit net profit ($131,341) for all Toppers locations open a year or more.
Whether taking its slowest sales day, Tuesdays, and turning into an aggressive Social offer day – or allowing fans to create limited time offers on its menu, Toppers Pizza continues to lead the charge of fan growth plus unit growth through its aggressive marketing efforts.
“Brands don’t sell brands, people do. If our people do not off their fanatical opinion, prospect franchise owners will not be emotionally connected. The emotional connection is highly influential in the sales process,” Powills said.
ABOUT TOPPERS PIZZA:
With a mission to be the best pizza company in the world by killing it on every detail of the customer experience, Toppers Pizza is a 47-unit eclectic pizza delivery franchise brand, headquartered in Whitewater, WI. Toppers takes a unique approach to the crowded pizza segment by appealing to the young, and young at heart in an irreverent way that totally separates them from the competition. Ranked in Entrepreneur Magazine’s top 500 franchises in 2011,Toppers’ menu includes 18 house pizzas; the franchise’s signature product line Topperstix; Oven-Toasted Grinders; Buffalo Wings; Q'Zas (a pizza style quesadilla); 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. Toppers was also recognized as a member of the 2012 Future 50 by Restaurant Business, as one of the fastest growing emerging chains in America. For more information on Toppers, visit www.toppers.com.
*The financial performance representations set forth above are for the one year period (52 weeks) commencing on January 3, 2011, and ending January 1st, 2012, and are for 16 independent franchise restaurants and eight Company-affiliated franchise restaurants located in Illinois, Minnesota, Ohio and Wisconsin that were open the entire 52 weeks ended January 1st, 2012. There were 28 franchise restaurants open in the entire System during the entire one-year (52 week) period between January 3rd, 2011 and January 1st, 2012 and 24 of those restaurants are included in these representations. The information was prepared in accordance with generally accepted accounting. A new franchisee's results may differ from represented performance. There is no assurance that you will do as well and must accept that risk. The offering is made by prospectus only.