Pizza Haven Announces Nz Expansion Plans
21 June 2000
PIZZA HAVEN ANNOUNCES NZ EXPANSION PLANS
Pizza Haven has today announced plans to spend more than $2 million over the next two years on building new stores and refurbishing existing ones.
The plan will see up to 12 new stores and 240 jobs created by mid 2002. Pizza Haven is currently looking for new franchise operators and store staff to fill these opportunities.
The refurbishment plan, named Cosmo 2000, is in response to the changing New Zealand pizza market as people increasingly opt to pick-up their pizzas instead of having them delivered, says Pizza Haven general manager operations, Tony Iommazzo.
“New Zealanders are now fifty-fifty when it comes to either getting into their car and coming to pick up their pizza, or opting to stay home and get it delivered.
“Cosmo 2000 will see our stores re-vamped with a modern café-style look which will be spacious and comfortable for our pick-up customers. People won’t need to worry about parking hassles either as we aim to provide more car parking,” Tony says.
“Different versions of the Cosmo 2000 Scheme have already been trialled in a number of stores to attract a greater percentage of take away customers. With the new design perfected we have been encouraged to invest in completing the whole market.”
The plans also involve re-branding the company’s 38 existing stores with new signage, uniforms, delivery car signs and menus.
The company’s plans to open 12 brand new stores will be a step towards achieving one of its goals set when it opened in New Zealand in 1995.
“When we opened six years ago our aim was to have 50 stores nationwide. By opening 12 new stores we will have achieved this goal, as well as offering consumers more convenient alternatives to other fast food outlets.”
At the beginning of this year Pizza Haven launched an aggressive television advertising campaign aimed at the younger market. The campaign, which takes a “tongue in cheek” approach, has created a stir with the Advertising Standards Authority (ASA) banning two of the three commercials for contravening regulations.
“We try to push the boundaries with our advertising, using humour and the unexpected which sets us apart from the competition, and we will continue to do this. The ASA banned stunned us – these ads are not meant to be taken so seriously,” says Tony.
Since Pizza Haven entered the market the cost of getting two pizzas, coke and garlic bread delivered set a family back around $49.95. Now the cost of eating pizza has nearly halved with the same deal costing only $25.95.
The company now employs over 6,000 people in Australia, New Zealand and Thailand and generates over $120 million gross sales per annum. In New Zealand, each business is operated by local franchisees familiar with the local market.
Cosmo 2000 is also being implemented at Pizza Haven stores throughout Australia.