Here’s the real reason behind Esquires-Pizza Capers hook up
After discovering a 'synergy'.
Retail Food Group’s two brand systems--Esquires and Pizza Capers, have recently entered a collaboration to come up with the first “Pizza Capers Slice Bar.” The pilot concept store will be operating at Esquires, Upper Coomera.
Read the full report here.
Below is a Q&A with Michael Logos, QSR Divisional Director for Retail Food Group.
QSR Media: Why out of RFG’s portfolio have you chosen Pizza Capers and Esquires for a collaboration?
Logos: RFG’s strength in brands allowed for this collaboration to take place after a synergy between Esquires and Pizza Capers was discovered. The brands share a similar demographic and have several shared core principles where quality and value are concerned. The new Pizza Capers Slice Bar concept delivers opportunities for growth for both brands.
QSR Media: What demographic do the two brands cater to?
Logos: Both brands appeal to an on-trend, modern consumer looking for quality in their meal occasions. Esquires and Pizza Capers customers are looking for exceptional quality, but still want great value, and both brands deliver this value proposition through premium ingredients and unique product offerings.
QSR Media: How do you think customers will respond to this new concept?
Logos: We are looking forward to seeing how this concept is received by customers. We think that Esquires customers will respond well to the additional product offering available from their favourite coffee shop. The premium ingredients and gourmet flavour combinations will be the perfect match for the modern Esquires customer.
QSR Media: Are there any other areas of collaboration planned between the brands?
Logos: In this case, we found an opportunity through a great compatibility between two brands. Within RFG each brand system operates as its own entity, with its own dedicated support teams. This pilot store involves two brands coming together to run as one store, and it’s certainly a concept that we will be continuously monitoring and reviewing.
QSR Media: Will this be rolled out to other Esquires in Australia?
Logos: While for the first few months of operations we focus on executional excellence, we will also be continually reviewing the performance of the outlet so we are better placed to understand how this pilot might fit into our future development opportunities.
