Scooters Pizza Franchise Wins Brand Builder of the Year
Staying ahead of the game and being top-of-mind are crucial elements to franchise brand Scooters Pizza’s quest to becoming one of South Africa’s leading pizza brands. Getting the balance between brand awareness and great value product offerings lies at the heart of their ‘Double up with Double Deals’ campaign which has earned them the Brand Builder of the Year award for the fourth time.
According to Renier Hattingh, Managing Executive of Scooters Pizza, a lot of research goes into planning and monitoring a marketing campaign such as the Double up with Double Deals one. “Knowing where one sits within the pizza take-away market is crucial to our marketing planning,” says Hattingh. “Once we establish that, we plan our promotions to gain market share and increase the national footprint of our stores through promotional offers that are competitively priced and off the best value for money in the pizza segment.”
Reaching the Scooters Pizza primary target market which is male and female, age 18 – 45, income A-C, LSM 6-12 – predominantly family units, young couples, new parents, starting out at home singles, meant combining a whole range of marketing strategies. Scooters Pizza’s brand campaign ‘Why have 1 if you can have 2 – Double Up with Double Deals’ was centered around a strong above-the-line campaign on TV, supported regionally and locally below-the-line with flyers, in store point of sale and backed by PR, web, sms, locality marking and sampling campaigns.
A School VIP card program to help schools raise funds by facilitating the sales of a voucher card not only created awareness but also produced great results with one school in Kempton Park benefiting to the tune R40 000 which was put towards building new classrooms.
“When analyzed, the Double Up with Double Deals promotion reached over 60% uptake at its peak in relation to total transactions, which is almost unheard of and was rated as highly successful in our business.”
The runners-up in this category were…
Boost Juice Bars, started in Australia ten years ago and with 200 outlets in 16 countries has ‘Love Life’ as its core philosophy and markets the ‘green’ living ethos of pure and wholesome nutrition through promotions and events across a wide media spectrum.
Maxi’s market penetration as a family restaurant has grown cementing their position as the preferred breakfast, lunch and early dinner destination of the South African family. Their recent marketing push was to the kids market with innovative menus, advertisements, promotions and activities.
Roman’s Pizza successfully expanded their market share footprint with aggressive yet entertaining advertising that delivered their unique product offering at great value for money without compromising on quality.
Sandwich Baron caters to the lunchtime trade and to the delivery of day-to-day snacks and boardroom orders to companies. Their marketing efforts, which include TV, radio spots, on-line listings, print media and loyalty programs has seen their profile and profits raised. .