Let's face facts: The pizza category is a sea of sameness, populated with major players spending tens of millions of dollars, year after year, screaming limited-time offers, discounts and promotions.
Amid this backdrop, Toppers Pizza, a regional chain founded in 1991 in Champaign, Illinois, had found initial success through unique products, bold messaging and a focus on the college market.
But as often happens with growth, there was a loss of focus. A change in their franchise expansion strategy led to a corresponding migration from “irreverent fun” to “suburban safe.” The inevitable result of this “all-things-to-all-people” approach? A loss of momentum — and the first-ever decrease in same-store sales and order counts.
Storytime
Dear Diary
Dictionary Letter M
"Great brands start with a focused audience and focused point of difference. We've always had both, but we were afraid to really go after it in a meaningful way. With Shine's help, we have unleashed the potential of our company and brand by focusing on the college market and allowing our irreverent personality to come to life. Within our organization, the new campaign has been met with excitement and undying support. I believe in the process and I would do it again.”
