«PIZZ.HUB»

pizza delivery with a unique game on the box.

When marketers turn into brand chefs and masters of the HoReCa market. PIZZ.HUB is a pizzeria in Sofiivska Borshchahivka, with aspirations to grow through a franchise system. However, it needed some fine-tuning before being fully ready for such scaling.

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What was the challenge?

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It is impossible to build a franchise without solid branding. When we started our work, the pizzeria had the provocative name PIZZ.HUB and an 18+ board game on the back of the pizza box. While there was a unique selling proposition (USP), it lacked a well-established brand identity. So we had a lot to work with.

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What did we do?

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We created a brand from scratch and prepared it for scaling. We started with an in-depth analysis of the Dark Kitchen market in Ukraine and worldwide and ended up working out the new menu and pricing.

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To create a brand suitable for the franchise market, we:

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• renovated the menu, removing irrelevant items like sushi, coming up with creative names, and adding a unique snack – stuffed crusts as a standalone dish.

• revamped the pricing strategy.

• prepared a brand communication strategy.

• arranged a product photoshoot.

• supervised the development of a user-friendly website.

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ONCE WE ACHIEVED THE DESIRED LEVEL OF BRANDING, WE FOCUSED ON THE FRANCHISE STRATEGY, NAMELY:

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• Conducted research on the HoReCa market

• accurately identified the target audience

• prepared a large-scale communication strategy.