RFG's Tony Alford talks about the decision to acquire Crust
In this exclusive Q&A with Tony Alford, CEO & MD, Retail Food Group we find out why they are buying Crust.
QSR Media: Is the OS expansion for Crust still a focus?
Tony: OS expansion is a significant focus and was of relevance in RFG business case and rationale for the acquisition.
Crust has already established master licensing arrangements in:
- USA
- Singapore
- New Zealand
- Philippines
- With Canada in finalisation
It is intended to expand on the existing footprint.
QSR Media: Why has RFG selected the Pizza category, it is a tough market?
Tony: While retail pizza take-away is a highly competitive marketplace, our research indicates that it does remain in growth and that this is likely to continue.
Furthermore, we assess the fiercest competition to be in the “value” as opposed to “gourmet/premium” segment of the marketplace.
The Crust acquisition like Pizza Capers fortifies RFG’s position in the “gourmet/premium” segment thereby insulating it from the aggressive marketing and price points needed to drive the “value” business operators.
We also see the purchase of Crust as further move into the quality, gourmet pizza category and can offer us further economies of scale by having two brands in this category. We are also conscious of diversifying our food brands so they are not all reliant on being inside shopping centre food courts.
QSR Media: What potential do you see?
Tony: Crust occupies a unique space in the pizza category because of its reputation for quality, gourmet pizza, while still being part of a franchise system. We see enormous potential for growth in this area, both in Australia and overseas, by maintaining this true gourmet pizza distinction, as opposed to other “value” pizza players.
