Scooters Pizza builds brandsOctober 31st, 2011 by Susan Reynard | Categories: food, industry, restaurants
Scooters Pizza, part of Taste Holdings, has won the Brand Builder of the Year Award at the 2011 Franchise Association of South Africa (FASA) Awards. Scooters Pizza won the award based on its “Double up with Double Deals” campaign, in which customers could buy any two products on the menu for the price of one.
This is the fourth time that Scooters Pizza has won the Brand Builder of the Year award, having won it previously in 2002, 2005 and 2007. Taste Holdings Food Division CEO, Christo Calitz, notes that this impressive track record can be attributed to Scooter Pizza’s commitment to innovation.
“The only way food franchises can remain relevant in a highly competitive industry is to constantly reinvent themselves, and remain fresh and current. Therefore, in all our promotions, we have strived to provide our customers with deals that offer value for money, and are competitively priced,” he says.
He adds that the “Double up with Double Deals” campaign spoke to this commitment towards innovation and also provided great opportunities for above-the-line marketing. “The most pioneering aspect of this particular deal was that customers were able to make use of it across all our pizzas offerings, regardless of topping. We had set one price for any two pizzas on our menu. Further, in most cases, the prices of meals we offer in these categories are well below that of our competitors.
“Our strong above-the-line campaign is also extensive, as it targets a variety of mediums, including television, the internet, and involves in-store promotional material, as well as a SMS campaign,” he notes.
In addition to winning the Brand Builder of the Year Award, Scooters Pizza was also nominated in the Franchisor of the Year category. Calitz says that this honour can be attributed to the constant support that the franchise head office provides to its franchisees in all business disciplines, including training, procurement, and site development.
He concludes that the prestige of winning the Brand Builder of the Year will further Scooters Pizza’s position in the fast food market.
“Winning this award indicates that we have a strong marketing strategy, and have a brand that can be trusted and is worth investing in. Undoubtedly, this award will also stimulate new interest in our brand, and thus help us grow and achieve our aim of winning Franchisor of the Year.”