New York Slice is going national
The chain is all set for national growth.
The 12-year old multi unit franchise is now ready to go national, according to Todd McGregor, Chief Executive Officer of New York Slice. "2014 was a big year for us in locking down a new Point of Sale system, improving supply chain and appointing a national distributor; all with the goal of being ready to grow nationally. We are ready."
He shared to QSR Media that the chain's primary focus this year is to disrupt the pizza industry. "For us it is all about putting a high quality choice back in the consumers hands. Why order a whole pizza when you can get 2 or 3 different flavor slices?"
"Most people assume that the Pizza market is too full for a new entrant but the research is clear – the big 4 pizza chains have less than one third of the $3.6Bn pizza market in Australia which leaves plenty of room for new models and new entrants."
Aside from going national, McGregor noted that ultimately New York Slice would like to go international. "I have worked on 5 continents and lived on 3 so I have seen the potential for international growth. Even in New York city where they have 1600 pizza stores – you could count the number of multi store franchises on one hand so there is opportunity everywhere."
THE BIG CHALLENGE
Although opportunities for the chain are vast, McGregor explained that even though the big chains have less than a third of industry revenue, they have a big marketing budget. "As a smaller enterprise, we need to get our message out there about a new way to buy pizza by the slice."
He added that the chain also needs to help people overcome the ‘hotbox’ pizza under the hot lamp at the kebab shop perception they may associate with slices. "We couldn’t be more further from that idea – we are all about high quality, authentic new York style pizzas."
THE SELLING POINT
New York Slice describes itself as the home of authentic New York Style Pizza by the slice.
The chain attributes its success to its 18-ince pizza slices and its fast serving time. "Our pizzas are a massive," said McGregor, "which makes our slices a meal unto themselves. We have literally served millions of piping hot and tasty slices across our 5 Brisbane stores and we serve them fast – in 90 seconds."
In addition, the chain uniquely have no kitchens which makes the chain up to 80% less labour cost than other main stream pizza chains. "Our best stores can serve 1000+ customers per day with only 2 staff. We want our Franchisees to focus on growing sales – not bashing dough and doing stocktakes," he noted.
