Jay Lim shares how innovation and AI fuel GOPIZZA’s growth

The brand utilises AI to streamline backend operations.

Innovation is the keyword in the quick-service restaurant industry today, according to Jay Lim, global CEO of rising pizza brand GOPIZZA in reaching his goal of 1,000 locations before the year is up.

Currently at 450, the brand recently received a sizeable investment of US$10m from Charoen Pokphand Group Co., Ltd., the largest conglomerate in Thailand and operates as a holding company with its subsidiaries focused on packaged food, marketing and distribution, property development, automotive, and more. The funds will be used to fuel GOPIZZA’s ambition to expand further into Southeast Asia.

Jay will be part of this year’s lineup of speakers at the upcoming QSR Media Conference & Awards 2024 powered by Redbull. His speaking session aims to cover how foodtech enabled him to achieve his goal of becoming the most accessible pizza brand in the world.

In a quick interview with QSR Media, Jay shares his thoughts on technology, his unique take on the current challenges on the global stage, and how enhancing value helps attract more consumers.

What are the key trends currently shaping the quick-service restaurant industry in Australia? 

“Innovation” is the keyword in the quick-service restaurant (QSR) industry today, with technology and artificial intelligence (AI) being integrated into operations and services in many restaurants and QSR businesses. In addition to streamlining both front- and back-of-house operations, embracing technology has also helped to reduce labour costs and has the potential to improve the efficiency of businesses. 

There is also an increasing demand for convenient, high-quality, and customisable dining experiences, such as new flavours and concepts, amongst the diverse and youthful population. Industry innovations will allow brands to streamline operations and focus on diversifying their products to meet these evolving demands of customers.  

What strategies have you implemented to address these new trends? 

At GOPIZZA, AI technology plays a pivotal role in revolutionising our operations and elevating the customer experience. The incorporation of AI technology since the early years of our operations, such as the Smart Topping Table, GOBOT Station and GOVEN, has ensured precision, consistency, and speed in delivering high-quality pizzas. 

Each GOPIZZA is assembled on the AI Smart Topping Table, where a smart camera is installed overhead to quickly identify and track pizza toppings, guiding the staff through each step of assembly on GOPIZZA’s par-baked crispy Basak dough and ensuring the consistency of ingredients and its quantities are maintained. With the help of AI-controlled GOVEN that is twice the temperature as compared to its conventional counterpart, each GOPIZZA can be prepared in just five minutes and passed on to the GOBOT, which will automatically slice the pizzas into GOPIZZA’s signature shape and keep them warm until they are served to the customers. 

By leveraging cutting-edge technologies and a unique fast-pizza concept, we aim to disrupt the traditional dining experience and offer a fresh perspective on how people consume pizza whilst addressing the new trends in the industry. 

How has technology impacted your operations and customer engagement in recent years? 

Our adoption of technology has led to the modularisation of GOPIZZA’s business model and the creation of a streamlined operation model, contributing to the success and growth of the brand in the pizza industry. 

Our high degree of modularity enables us to tailor our stores to suit various settings and requirements. For instance, our proprietary GOVEN Mini is specially designed and engineered for optimal pizza production in smaller spaces. Unlike traditional pizza ovens, our GOVEN Mini is not only compact at the size of roughly two microwaves stacked on top of one another, but also efficient in producing high quality pizzas. Conversely, our GOBOT is designed for high-throughput stores, enabling faster production times without compromising on consistency or quality. The upcoming launch of GOBOT V3, engineered for efficiency and consistency, minimises reliance on human labour whilst consistently delivering high-quality pizzas at an efficient pace. This modularity has empowered us to bring our fresh pizzas to a variety of settings and locations. 

We also focus on streamlining our operation model to allow for easy implementation. For instance, our specially developed Basaak par-baked dough coupled with our implementation of AI and automation technology in our operations allow us to minimise the time and effort required to produce our pizzas. This allows us to optimise our resources and enhance the accessibility of our pizzas to potential customers, accelerating our growth in key markets and solidifying our position as a leader in the pizza industry. 

Can you share your thoughts on the challenges and opportunities that the quick-service restaurant industry will face in the next five years? 

The food and beverage landscape in Asia is significantly changing, with the need for QSRs to remain competitive and stand out amongst competitors. Challenges such as high rental costs and labour shortages remain but present an opportunity for QSRs to rely on technology and upgrade themselves. 

For example, GOPIZZA has adopted a dual approach focusing on both the customer and supplier sides. 

To meet the demands of our customers, we leverage the current cultural and culinary trends. In addition to offering a variety of Korean-inspired pizzas and side dishes, GOPIZZA is also set apart in the industry with its speed, accessibility, and competitive pricing.

On the supplier side, we tackle the challenges of high rental costs and labour shortages by optimising our operation's efficiency. Our stores can operate in spaces as small as ten square metres or less, requiring only one person to manage the whole process whilst still being able to sell over a hundred pizzas. This operational model not only captures customer interest and favorability but also ensures profitability.

What strategies can QSR operators use to enhance value and retain and attract new customers? 

QSR operators need to constantly innovate to retain and attract new customers, such as by diversifying menu offerings, providing customised options, and elevating dining experiences. 

GOPIZZA is deeply committed to upholding quality and excellence in our menu offerings. Whilst we proudly honour our Korean heritage with unique dishes like our signature K-bulgogi pizza and tteokbokki offerings, we also continuously innovate our menu to incorporate local flavours that resonate well with the tastes of our customers. The unique pizza flavours make us stand out as we deliver quality pizzas without sacrificing speed and taste; ensuring a consistently satisfying experience for our customers. 

How important is innovation in maintaining competitiveness in the QSR industry, and what innovative approaches have you adopted in your business? 

Innovation is key in the QSR industry to adapt to the fast-changing consumer demands and needs, as well as to increase the efficiency of operations. 

Working towards our goal of securing a top-three position in the pizza market within the next three years in the countries where we currently operate, we believe our commitment to innovation through research and development sets us apart from competitors. Our advancements, such as GOBOT V3 and GOVEN Mini, highlight our dedication to staying ahead in the market. 

By leveraging cutting-edge technology and automation processes, we can enhance operational efficiency and consistency, ensuring that we deliver high-quality pizzas to our customers consistently. Furthermore, our continuous investment in R&D allows us to adapt to evolving consumer preferences and market trends, ensuring that we remain at the forefront of the pizza industry.