Pizza Capers keeping it fresh and fun

2014 was a big year for the brand with a brand refresh and the launch of its new menu update.

The brand underwent a brand refresh last year that saw the introduction of an updated menu, new flavours and brand image.

Suzie Wing, Brand Marketing Manager of Pizza Capers shared to QSR Media, "overall, the new look and feel is about being vibrant and fun while still retaining our gourmet qualities. We wanted to use structured elements -- pizzas, type, layouts -- but in a way that makes them feel handcrafted, like our pizzas."

She added that Orange will be a big part of the new brand image. "Orange has always been part of Pizza Capers; It’s in our logo, part of our stores and our marketing. Orange is bright and fun, it’s full of spirit and 100% owned by Pizza Capers."

"In terms of our personality we like to think of ourselves as naturally funny, irreverent, unpretentious, imaginative and a food adventurer."

Accompanying the new look is the new Pizza Capers Generosity campaign. "How often have you thought to yourself ‘Pizza, it’s the greatest food in the world’ only to lift the lid on disappointment?" asked Wing. "The new campaign speaks to generosity with everything we do from generous toppings, to generous flavour and customer service."

The brand released a video advertisement last year in line with the campaign featuring the brand's pizzas as the 'Pizza You Picture When You Picture Pizza.

Noting, "at Pizza Capers we’re on a mission to bring generosity to pizza—and put an end to pizza skimping once and for all. We strive to deliver amazing gourmet pizzas and adventurous flavour combinations using the finest restaurant quality toppings and fresh healthy wholesome ingredients when they're in season, at their best."

"Our generosity extends to the way we treat our customers and we will add a Caper so that we smile and laugh as much as possible when we make amazing pizzas"

Kicking off the campaign is the newly launched promotion 'Twice Twice the nice nice' featuring new pizza flavours The (pulled) Porknado, The Ultimate Vegetarian Antipasto and Chorizo Antipasto. "We believe we are twice as nice as our competitors and double the amount of gourmet generosity."

QUALITY MORE THAN ANYTHING

"Pizza is the hot topic in QSR and price wars are in full swing at the lower end of the market," noted Wing. The challenge is keeping true to its brand essence and loyal customer base.

She emphasized that the brand is strongly focused in offering consumers unique products at the "gourmet end of the market" where consumers want pizzas made with quality ingredients and generous toppings.