Does the average consumer see packaging as something that can impact or influence their buying decisions?

• Do pizza company executives look at their pizza box and other packaging as “innovative” or a company differentiator?
• Because the pizza market is so competitive, what can a pizza organization do today to differentiate themselves? 

Simple questions?  Yes.  But guess what?  The answers to these questions may surprise you.

According to an article, in the May 2004 issue of Pizza Marketing Quarterly (PMQ), most pizza companies ignore packaging as a tool and instead, view it as merely a carrying vessel.  In today’s competitive world, the pizza industry differentiates itself from its competition by offering two-for-one’s, extra toppings and free side orders.  Or they typically tie in their promotion to the latest movie craze or “hyped” sports event.    The question remains... is that all there is to do? 

In the struggle to garner market share points, the unique selling proposition’s (USP’s) for each regional chain which were established to create market position – have long since lost their impact.  In an industry where just the slightest change in market dynamics can mean hundreds of millions of dollars... doesn’t it make sense to begin to posture yourself with a “real” differentiator or innovation that will ring true in the ears of your local pizza area.

What if one organization, was able to re-define its message so clearly and so beneficially that a consumer instantly recognized the impact that company’s pizza would have on their lives.

Convenience

The bestpizzabox is the true differentiator and “convenience” is the unique positioning statement that will change the perception of your organization in the eyes of the ‘pizza-buying’ public.

As stated at the live event press conference, co-founder Bill Volz had this to say...

“In the research we conducted it was concluded that within all of the different market segments considered: elderly, college kids, small families, large families, people living in metropolitan areas... there was a high percentage of people (8 in 10) that found the box to be convenient for different reasons.  For some, “storage” is an issue.  There seems to be a demand for a convenient method to store pizza temporarily in the fridge.  Others feel that disposing of the box is more difficult than it really should be; people typically spend too much time breaking down the box to make it small enough to fit in kitchen garbage cans or garbage shoots - found more in the metro areas.” ~ Bill Volz, President – Windshield Marketing

Peter Drucker, well known Fortune 100 business consultant, author and speaker said that there are two things that control the growth and profit of your business and everything else is an expense.  Those two things are marketing and innovation.  For years, most pizza companies have relied on the 2-for-1 offers, the extra toppings or the free side-orders... and because everyone seems to copy each other – these items are hardly innovative.

In this day and age when innovation is mostly something organizations look to benefit from internally... a faster process, cheaper costs... we submit to you that the bestpizzabox is not only a phenomenal innovation serving as a true differentiator and great marketing message, but an innovation that can be truly “passed on” as a huge benefit to your pizza loving audience... convenience.  And it doesn’t end there.

Here are 6 additional reasons why the bestpizzabox
can revolutionize perception, market-position
and your bottom line.

1. Gain market share... The impact is simple  1 quarter of 1 percent is worth 100 million dollars in sales.
2. Retain market share...   if you not gaining or staying constant you’re loosing revenue, just 1 share point translates into a 400 million dollar lose?
3. Post purchase bonanza... (your pizza packaging is the vehicle of greatest exposure and consumer interaction in your business!  No other element in your business has the highest frequency of customer contact.  Nothing comes close. (see “Packaging That Delivers”, May ’04 PMQ)
4. Your unique packing can influence consumer’s perception - this is proven via scientific research.  The fact is – there’s a connection between the packaging and perceived product quality.  Buried in the February 28, 2000 issue of Nation’s Restaurant News is this revealing quote:  “...said Tim McIntyre, vice president of corporation communications for Domino’s Pizza, ‘our research indicates that in blind taste tests we do as well or better than our competitors.  But when you put the same pizza in a Domino’s box, the perception of our quality goes down.’”).
5. Dominate mindshare... (experiential learning is a powerful way to enter into your target’s psyche.  As people interact and “experience” your box – psychologically, your branding occurs on a much deeper level).
6. Stay with them longer... (a unique aspect is convenient storage – thus keeping your branding, coupons, logo and marketing collateral... “in their face” for a longer period of time.  Research also indicates that a whopping 42% of pizza-buyers have trouble disposing of their pizza in a kitchen trash can, according to John Correl of correllcopets.com.  According to the research, because an average of 2.5 persons have contact with each “take-out” or delivered box for an average of 10 minutes and 20% of them save the box for another 12 hours in the refrigerator, a pizza store that sells 50,000 pizzas annually, garners a whopping 20,833 hours of customer contact time per year).”

As pizza lovers we realize that when product quality is discussed and compared... it’s the ingredients, taste and even pizza-making methods that people usually refer to.  For pizza connoisseurs, there is no argument... and there will never be any compromise.  But Gourmet pizza is not always an option – as is the case for the majority of the pizza-ordering public .

Regardless of what you may think... “packaging” plays a crucial role.  What counts is not always what a pizza is like when it comes from the oven, and how it’s eaten... but the “clean-up” factor, as well. 

How quickly can we order?  How quickly will it be delivered?  How quick and easy is the dinner... and ultimately – how quick is the “clean up”?  These are the questions that all lead up to one word --- and that word is convenience.

The question isn’t whether the bestpizzabox... is the best pizza box ever invented?  Or whether the bestpizzabox will change the way you are perceived in the marketplace? 

The question really is... will you be the one to bring this innovation to your pizza-loving audience? 

To learn about bringing this innovation to market, contact us at 678-648-9679 or email us at info@bestpizzabox.com