Learn more about Pizza Capers' move to take a bite out of the lunch market
QSR Media got in touch with the people behind Pizza Capers to talk about its decision to introduce wraps to its menu, as well as the campaign behind its newest menu addition.
The pizza chain launched the new “Phat Boy Pizza Wrap” campaign on TV, cinema and digital media. The Phat Boy Pizza Wrap is made using tortillas filled with classic pizza toppings and toasted in the pizza oven. Pizza Capers also serves its pizzas using market-fresh vegetables, and grass-raised meat.
QSR Media: Can you tell us more about your “Phat Boy Pizza Wrap” campaign?
We came up with the idea to create the “Phat Boy Pizza Wrap” so we could provide our customers with another lunch-time option that was a bigger, tastier and more filling wrap than many of our food service competitors. We launched with a TV, cinema and digital media campaign so we could create maximum awareness about the pizza wrap, which is the first of its kind Australia wide.
QSR Media: What was behind the decision to introduce wraps to the menu?
New research by CREST into the into the Australian Quick Service Restaurant industry shows that in 2016 more Australians were actually eating takeout at lunch as opposed to dinner, so we wanted to update our menu to also include a convenient, on-the-go lunch time option.
QSR Media: How has the reception been so far?
The reception from our customers has been overwhelmingly positive! Our Phat Boy range was inspired by our top pizzas - our BBQ Bonanza and Piri Piri Chicken pizza wraps have been flying out the door. We’ve also had a lot of feedback asking us to extend the range to our other best-selling pizza flavours.
People are also really loving our Aussie larrikin character “Tracker Tracker”, who we introduced late last year. Tracker Tracker provides a bit of fun and we have seen very positive sales increases through our stores since we introduced the Phat Boy Pizza Wraps.
QSR Media: Can you tell us more about your philosophy in engaging customers through TV?
TV is a sure way for us to engage a mass audience and get the message out to the public at large that we have another tasty new product in store for them to try. We developed the new TV ads with a company called Boomshaka who have a very insightful approach to story-telling. We thought the line “Life’s too short for a crap wrap” would be memorable; it’s a bit cheeky and a lot of fun.
QSR Media: How about through cinema or digital?
Our targeted multi-stream digital campaigns are key to driving conversions via online orders when customers are in the hunger zone. We’ve also used cinema advertising in our last few campaigns, which we find engages our customers at a time when they are relaxed and ready to be entertained. It’s key to have an ad which is memorable because you want people to go home talking about it…or craving a Phat Boy Pizza Wrap! Cinema is also a great medium for maximising reach in locations where our store footprint isn’t as widespread.
QSR Media: Any other comments?
People have asked why we called our pizza wraps “Phat”. It’s not just because we believe they’re bigger, tastier, more filling wraps than many alternative options (Pretty Hot And Tasty!) but calling them “Phat” allows us to have a lot of fun. You will notice the style of our marketing campaign is reflective of the 1990’s rap scene. We use R&B style rap music in our ads and you might notice some pretty “phat” pants on the Tracker Tracker when he walks out of the shot!
In a nutshell, our industry is competitive. The pizza wars with the large chains have raged for years. We are all about keeping our products gourmet and also new and exciting. As we all know, staying ahead of the curve in the QSR industry is key to success.
