In Focus
FRANCHISING | Staff Reporter, Australia
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Little Caesars to take a slice of the Australian pizza market

All hot and ready to go head-to-head with Australian pizza chains in pricing battle.

Little Caesars, one of the fastest growing pizza chains in the United States based on outlet size, is ready to enter the Australian pizza market. Unfazed by the crowded market, Ernest Koury, the person bringing the brand to Australia, told QSR Media that the chain is prepared to compete with what's currently being offered by the other pizza chains, whether it's price or product offerings.

According to Koury, Little Caesars' 14-inch family size pizza is approximately 62% larger than the 11-inch pizzas most commonly sold by major pizza chains. "If you compare a $4.95 price point," referring to the recent price drop of major pizza chains, "that would translate to just over $8 for our family size."

"Families with kids can have pizza for less than $2 per serving." Another great value, he noted, is the chain's 14-inch family size Ultimate Supreme pizza which will be priced at $12.95, while most chains would charge the same price for an 11-inch supreme pizza.

"Our pricing at Little Caesars is not based on limited time offers, coupons or specials. These prices are our everyday low prices."

A HISTORY OF VALUE

Named "Best Value in America" for the seventh year in a row (a recognition which came from one of the largest research studies in the food industry, Sandelman & Associates' Quick-Track® research study), Koury emphasized that the chain is going to bring the same level of value to Australia.

55-year old Little Caesars has always been known for its cheap and convenient take away offerings in the U.S., noting in their history that the brand has always lead through innovation and has a reputation of industry firsts. Little Caesars is know for pioneering the two-for-one pizza deal; building stores where pizza was never served before (sports arenas, military bases, etc.); and by making pizzas ready when customers walk in.

"What I love about the Little Caesars brand is that we make the best pizzas we can and charge the lowest price possible to our customers," said Koury. And, aside from value, the brand is also differentiated in the market by quality and convenience.

"Little Caesars products are made with quality ingredients, like fresh shredded, mozzarella and Muenster cheese, dough made fresh daily in every store and sauce made from California crushed tomatoes." Coupled with the chain's signature quick service, Koury hopes to build the same strong brand identity it has enjoyed in the U.S., here in Australia.

HELLO CAESAR

Koury was happy to share that first location opening in October, at Graham Avenue and the Hume Highway in Casula, will have a drive-thru for customers and alternatively, no waiting time and no limit for its HOT-N-READY® pizzas (family size pepperoni or cheese pizzas). "You get the convenience of going in and out in 30 seconds or less," he said. "No pizza place in Australia is currently offering the carry-out, ready-when-you-are service that Little Caesars offers."

Aside from targeting 3 to 5 store openings in the next year, Little Caesars will be focusing on developing unique products for the Australian market. Australians will also be able to try some of the brand's most famous products like the DEEP! DEEP! Dish Pizza, which is a Detroit-style pizza. Described as a rectangular pizza that gets its crispy-crunchy edge and chewy inside texture from baking in a custom metal pan coated with buttery garlic and olive oil.

"In the U.S., we have been an iconic, beloved brand for 55 years. I truly cherish the opportunity and responsibility of building that same strong brand identity here in Australia," he noted.

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