message design project pizza press vs. blaze pizza
TRANSCRIPT
Message Design Project: Pizza Press vs. Blaze Pizza
Shoshana, Amanda, Whitney, & Anika
Communication Challenge at Hand
We want to be the #1 pizzeria that Chapman students chose above all other options even
those close in proximity such as Blaze pizza)
We need to show Chapman students that Pizza Press is the pizzeria for them because it
aligns with their values
Target Audience:Our audience is full of on the go, busy, students who are health-conscious and want a personalized meal that fits their interests. Our target audience is Chapman students who want a healthy, quick, personalized meal
The typical Chapman student is looking for something:
1. fast 2. affordable 3. trendy & cool 4. customizable & personalized
Pizza Press aligns with all 4 of those interests
Target Audience opinions on two pizza options: When we asked students which pizza place they enjoyed more, they unanimously said Pizza Press and not Blaze for the following reasons:
● Pizza Press: better quality, better ingredients, more options, student discount, better atmosphere
● Not Blaze because: franchisee feel, not as good quality, more industrial, and less personalized
When we asked students which social media platform they would follow for the two pizzerias they unanimously said: Instagram
Target Audience opinions on two pizza options: Appeals to chapman students because it is newer. Hasn’t been here for many years. Chapman students who love Pizza Press are looking for something, fast, affordable, personal attention, and something trendy and cool. What feeling does it evoke? Pizza press combines traditional and historical elements with freshness and newness.
Micro Messages→ 1. affordability 2. speediness 3. customization
Relationship between organization & target audienceChapman University
● Personalized education● Old and new buildings● Chapman Expansion - growing
rapidly, but still maintaining their values and traditions
● Focus on individual attention● Chapman students are balling on
a budget ● Quality professor-student
relationships● Good, solid foundation
The Pizza Press
● Personalized experience and customized meal
● Old timey feeling, but still trendy and cool
● New store - hasn’t been here for many years
● Combines traditional and historical element with freshness and newness
● Fast and affordable● Wholesome ingredients
Initial thoughts & ProcessInitial Mediums:
Food truck
● Too expensive - not a good investment for the company
Mobile App
● Too much effort, not enough profit/increase in consumerism
Current Mediums:
Revamp their Instagram
● Keep it trendy● Implement a hashtag contest
The Dean’s weekly emails
Posters around campus
● Secret word of the day
initial thoughts & processInitially we wanted to focus on families, until we realized that the main audience at Pizza Press is Chapman students. We wanted to focus on the Old Towne Orange location, serving more local community with events, making Pizza Press a homie location for families to enjoy.Initially we were super into the Instagram page and events at the restaurant. We wanted to increase the Instagram follower amount, make fun events at the restaurant that customers would tweet and Instagram about. Originally we wanted a food truck and a Pizza Press application for mobile devices
Our initial plan was to mobilize a Pizza Press truck and create a mobile app
mediums we chose to promote pizza press within our target audience 1. Posters promoting Pizza Press booth in Piazza
○ tear-off coupons provided to attendees at event
2. Instagram hashtag contest: student with the most aesthetically pleasing pizza picture uploaded to instagram with the hashtag #CUlovesPizzaPress gets a free pizza meal & drink for them and a friend.
○ Implement promotion in Chapman Dean’s weekly email
3. Facebook - secret word of the day
○ first 50 people to whisper the secret word to the cash register person at checkout gets a free pizza
○ (students will have to keep up with Pizza Press’s social media - especially Facebook - to see the word of the day)
pizza Presssocial media statistics
Instagram: overall VERY good
● 2000+ followers● Good reposts of customer’s
photos● Engages in events (Oct 17th
speakeasy)● Enticing - colorful, attractive
photos● Participates in national food
holidays (national coffee day, national pizza month)
Yelp:
● 263 reviews● 219 photos uploaded ● 4.5 out of 5 stars
Brand feelingTrendy
Emphasizes customization
Personalized experience
Our brand feeling emphasizes the personal experience you get at Pizza Press, paired with the high quality of our ingredients
We want all customers to continue to feel the personal care and fine quality of the pizza when they step into the store
Brand feelingFast and easy without sacrificing the quality of the pizza.
Customize your life! One pizza at a time
Why stop customizing your life at Chapman, keep adding your personal touches and take control at Pizza Press with a customized pizza made just for you!
A quick and easy way for students to get exactly what they want // more choices without the stress
Blaze pizza social media statistics
Instagram:
● 23,000 followers● less edited images than Pizza
Press (images more focused on customers experiences)
● supports social rights
Yelp:
● 111 reviews● 137 photos uploaded ● 4 out of 5 stars
research on mediums: Instagram● we chose instagram because it appeals to the young
trendy social media heavy chapman student body ● through research we discovered that: timing online is
“everything” (Socialnomics)○ when we will post on Instagram - for promotion on the hashtag contest
and when we will announce winners■ post in the morning & after 9-5 work schedule when most college
students are on their phone■ simple short message students can easily skim through without
repeating the information ■ keep information updated with new specials, deals, and restaurant
updates to keep up with the trend and keep people engaged on social media
research on mediums: Instagram● multiple images into one (25% more likes)● - interact on insta= interact with business ● - call to action within posts--> example shown
research on mediums: Facebook● we chose facebook because of its ease when
interacting with Chapman students. Beneficial in order to get promotions out there to the target audience.
● through research we discovered that: Facebook changes communication from one-way to two-way
○ when we will post on facebook - for “secret word of the day” promotions in order to get more of the student body in the door
■ 10-20% percent off their pizza if they show their chapman ID and use the secret word, on top of the chapman discount.
■ post in on “slow days” - Where target audience is less likely to be at Pizza Press
■ Message will be simple and short: “Secret Word of the Day: Pizza” ■ keep information updated with new specials, deals, and restaurant
research on mediums: Posters● We chose posters because Chapman students are more
likely to spread the word on campus if the information is visible on the campus itself.
● through research we discovered that: location, location, location - Will cater to students NOT on social media
○ when we will use posters on campus (with tear-off coupons)
■ Specifically Tuesday-Thursday during the statistically “midday” slow periods (during the 9-5 work schedule).
■ simple short message students can easily skim through without repeating the information
■ keep information updated with new specials, deals, and restaurant
updates so that students know more while receiving the benefits of the coupon deals.
research on mediums: Posters● Low cost● Create brand awareness● Students actually read and view● TArgets students not on social media
Historical Research Pizza press:What’s happened for Pizza Press in the last few years:
● Opened more locations ● Became franchised - Pizza Press is now in/ or expanding to 6 states in the
United States
How fast have they grown:
● Pizza Press has grown in the past decade from one location to three in southern california: Fullerton, Orange, Anaheim & hoping to spread to Pasadena
Do they have franchises:
● Pizza Press is hoping to increase their franchise by partnering with people across the country “Our franchise program is a natural outgrowth of our commitment to encouraging small business owners and fostering positive relationships with everyone we meet”
Historical Research blaze pizza:What’s happened for Blaze in the last few years:
● They have planned to take their franchise international with a location opening up in Canada soon and over 20 locations opening up in the U.S.
● Opened in 2011 and has opened dozens of stories in the few years since its creation
How fast have they grown:
● Blaze opened up over 50 locations across the country in 2014● In this upcoming year 2015-2016 they hope to open 60-70 more locations
across the US
Do they have franchises:
● Blaze is a franchise with notably investors such as LeBron James who recently left the McDonald’s franchise and moved to Blaze Pizza
● Other notable investors include Maria Shriver
What’s happening in the fast casual food industries:
● The fast and casual food industries have grown immensely in the past decade as consumers are moving more away from established chains such as McDonald’s, Wendys, In & Out etc., and moving towards more homey and personalized food industries such as Blaze and Pizza Press which still offer fast and easy food at a lower price, but at a higher quality
● Pizza’s at both franchises are ready in about 3 minutes according to Business Insider which is about the same time you’d wait in a drive through at McDonald’s but at the pizzeria you know your meal is being prepared and cooked fresh as you order
● Prices range from about $5-10 for both franchises
rude q & A 1. What separates you from other pizza restaurants out there? In particular, Blaze Pizza which is your direct competition.
a. We are a smaller, more intimate dining experience and we listen to our customers. We want each experience to be unique, just like
our pizzas! We focus on individual experience, rather than mass consumption. We’ve put a modern twist on an old classic. Pizza Press
is revolutionizing America’s favorite food by preparing it right in front of the customers, and allowing them to explore with flavor
combinations. We also serve craft beer on tap.
2. Why is your pizza more expensive than your competitor’s?
a. We offer fresh ingredients, from local growers and distributors in the Orange County area. The quality of our produce is very
important; we strive to deliver perfection to every pizza. Some of our competitor’s think quantity over quality, we do not agree!
3. I’m sure some of your customers are ‘ health focused’, how do you cater to those individuals?
a. Being a create-your-own pizza restaurant, we offer vegan pizzas as well as a gluten-free crust option. We also have a variety of
salads, and we try to offer as many toppings as we possibly can, especially vegetables for those who want more green!
rude q&a continued 4. Some of your customers say that they have a hard time ordering a quality pizza. They have complained that the list of toppings is
unclear, and the pizza-making process could be much more concise. How do you respond?
a. We are sad that any customer has had less than a perfect experience at the Pizza Press. However, we are a relatively new
establishment and we appreciate feedback from customers. That way, when we do make a mistake we are able to fix it to fit our
customer’s needs. We are constantly reorganizing, training, and applying new techniques to ensure we are concise and organized.
5. Are you worried that Blaze Pizza might ‘steal your pizza spotlight’ and dominate the pizza scene?
a. Blaze Pizza is no worry to us, in fact, we love the competition! The Pizza Press is more of a quality, genuine pizza establishment,
unlike any other. We are both similar, yet very different and most of our customers would agree it is the experience that sets us apart.
rude q&a continued 6. Considering you’re a new business, and to Chapman students you are a new restaurant. Are you worried after being established for
a few years that students may become bored of your menu?
a. The excitement of a new restaurant is obviously a selling point to Chapman students, but each year new college students enter the
school, students transfer, and also students change taste preferences. We are looking to grow and change as needed for each new
year of students.
7. Customers have specifically said that they enjoy the Pizza Press over Blaze Pizza because it is NOT a franchised business. How are
you going to maintain that small business aspect while you franchise your new locations?
a. As we expand, we have made it a point to ensure devoted pizza lovers run our franchise locations. We want each location to have a
unique atmosphere that cannot be duplicated by other franchise owners. We will never be the corporate location to location business,
our focus has always been personalized customer experience, and that will never change.
sample of dean’s email and newsletter
Sample of instagram posts using hashtagEx: use the designated hashtag (#CUlovesPizzaPress) to post a picture of your own customized pizza. 10 winners with the best/most creative picture will get a prize that has a substantial monetary value. Ex: free pizza for a month, free pizza press swag, $100 gift card
Sample of instagram posts using hashtag
Sample of instagram posts using hashtag
sample of facebook posts
sample of posters around campus
references http://www.socialnomics.net/2013/08/21/marketing-college-students-it’s-not-about-where-but-when/
http://www.businessinsider.com/blaze-pizza-business-story-and-strategy-2015-2
https://www.facebook.com/notes/webuzz/why-facebook-marketing-is-important-in-promoting-businesses-nowadays/228336500515759