Perfect Pizza rebrands operation

Perfect Pizza will shortly become the largest home delivery pizza chain in the UK when it rebrands its collection of 196 outlets – including branches called Gino’s Dial-A-Pizza, 241 Pizza and Pronta Pizza – under a newly designed facia and logo.

Perfect Pizza will take the lead in the 400m delivery market, overtaking Domino’s Pizza which has 156 branded outlets and Pizza Hut’s 103 home delivery outlets.

Perfect Pizza was sold by its Canadian owner, Laidlaw, to an outside management team backed by venture capital house Gresham Trust with a funding package worth 5.5m in July 1997.

According to Gresham Trust deputy managing director Paul Marson-Smith, the rebranding move will help to get Perfect Pizza in shape for a stock market flotation in 12 to 18 months with a potential market value of between 30 and 40m.

The new red, yellow and blue Perfect Pizza brand identity will be revealed to franchisees today (Wednesday) at a company conference in Daventry.

As part of the rebranding exercise the 136 existing Perfect Pizza facia will be changed. Customer areas for all 196 outlets will be revamped and all delivery bikes, uniforms and price menus will be brought under the new Perfect Pizza identity.

The 45 Gino’s outlets based in the Midlands and the North West, the seven Pronta shops in Newcastle and 241, which was a trial concept with eight units in Manchester, will all be brought under the Perfect Pizza banner.

Marketing director Peter Saunders says national advertising is one of the reasons behind the rebranding.

He adds: “National TV and radio advertising is under serious consideration for the future.

“But it will take 18 months to bring all the outlets under the single brand name.”

WPP-owned sales promotion agency Promotional Campaigns Group, which has worked on the brand repositioning, has also invented a series of cartoon characters called the “Perfect People” for advertising campaigns and POS material.

The three characters – a chef, a delivery boy and a member of the counter staff – represent the brand’s core values of food quality, speed of delivery and customer service.

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