In Focus
RESEARCH | Staff Reporter, Australia

Find out how Pizza Capers is going for the lunch trade

QSR Media sat down with the people behind Pizza Capers to talk about the current trends in the pizza scene, as well as the brand's plans for the future.

Pizza Capers, which is owned and operated by the Retail Food Group, was founded in 1996 in Brisbane. The brand aims to fulfill a need in Australia's pizza market and offer great tasting, value-for-money, take-away gourmet pizzas made using only the highest quality ingredients. Today Pizza Capers has stores throughout Australia with plans underway for growth opportunities internationally.

QSR Media: What's new at Pizza Capers?

There are lots of exciting things happening at Pizza Capers. Our biggest initiative at the moment is the release of our new Phat Boy Pizza Wraps into the highly competitive lunch market. The Phat Boy Pizza Wrap is our response to tap into the growth of the take away lunch market.

We have recently added Nashville Hot Jumbo Wings to the menu, these have really taken off. The trending flavour profile is the perfect balance of sweet & spicy. Wings are a point of difference for Pizza Capers, with 4 different varieties available on our Menu – none of our competitors have this choice of the popular chicken wing and we are proud of the quality of our offer.

We are also excited for the launch of our new Tracker Tracker Tucker range, which showcases our unique Aussie heritage through the use of iconic Aussie flavours. The range includes a Steak Sanga Pizza and Chips, Cheesy-Mate Fingers, Hot Traditional Damper Bread, and Lamington Mousse Dessert.

QSR Media: What can you say about the consumers of today?

Consumers today want real, quality food which includes Pizzas that are generously topped with fresh, quality ingredients. Whilst we know consumers are value conscious, we also understand that they are still happy to pay that little bit extra for a quality meal. Food is a huge part of our consumer’s social life, and we understand that the dinning and sharing experience is just as important as the eating experience.

With ever evolving technology, we are also aware that our consumers want an experience that is shareable and Instagram-able.

QSR Media: How does Pizza Capers stay ahead of the competition?

We focus on what we do best, which is creating and delivering delicious, abundant Pizzas, and have fun while doing it! We pride ourselves on our ability to be innovative, not just in terms of new Pizza flavours, but also catering to different meal occasions like our new Lunch Menu with the convenient Phat Boy Pizza Wraps range.

Another key strategy is our continued use of our consumer champion, ”Pizza Capers Delivery Driver Tracker Tracker”, who aims to cheekily challenge our competitors and encourage consumers to switch to Pizza Capers for a real quality pizza.

QSR Media: What are the trends you are noticing in the pizza market today?

The key trend at the moment is the rise in third party aggregators and the massive growth of choice for consumers of food and cuisines that can be delivered straight to their door; convenience is key in this. Menu innovation is another noticeable trend, and we are proud that we are a leader in this space.

QSR Media: What are the current challenges the brand is facing?

We are not only competing against other Pizza chains now, but against all the Food Service options available to consumers for home delivery.

QSR Media: Any big plans for the year?

While we can’t let too much out of the bag, we can tell you that there is a continued focus on innovating our menu and dining and delivery experiences, and let’s just say there is an exciting Australian QSR first on the cards!

Photo credit: Pizza Capers Facebook page

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