Christo Calitz, CEO of Taste Holdings Food Division and his team have been working on a new concept for the last 18 months which focuses on taking the brand into shopping malls and entertainment areas, away from its traditional, high street sub-urban footprint. This first opportunity presented itself at Musgrave Centre, Durban. The new mall concept store opened its doors on the 15th March 2011, attracting besides its traditional consumer base, a younger and more trendy consumer.
“Although we have 131 outlets nationally, the new concept will remain true to the core product of Scooters Pizza, which is PIZZA at affordable pricing and great value for money offerings. However this new concept has also afforded us the opportunity to add exciting new products specifically to cater for that segment of the market,” says Calitz.
The design of this grab-and-go concept is very modern, with distinctive design elements using bold colours like red and black which makes the store highly visible. The counter design and large graphics with great fresh product shots remain true to the Scooters Pizza principle of freshness.
The new concept has a unique interactive element where consumers’ meals are prepared in front of them. Consumers can choose from a fresh selection of mouth-watering pizza slices, paninis and salads, of which the turnaround time is under four minutes after placing an order. If certain appetites require more than a single slice, standard sized pizzas can also be ordered and collected within 10 to 15 minutes.
For caffeine enthusiasts on the go, the Scooters Pizza’s mall concept store offers freshly ground, quality coffee which will not only satisfy coffee cravings, but will give shoppers the boost they need to tackle their next sale.
“Scooters Pizza has grown immensely since opening the first store in Westville, Durban in 2000. The mall concept is a new milestone for the brand and we are focused on maintaining a disciplined expansion strategy. Our innovative approach and desire to expand are key factors to our drive for success,” concludes Christo Calitz