Why answer the question? Pizza Company invests 30 million to pull ice-paris Join the campaign of New York Pizza XXXL

In situations where businesses think they want to slow down their ad spending or start a big campaign to boost their market Because it is not clear about the COVID-19 situation. But the Pizza Company management believes that if you don’t take action right now, new opportunities may be lost.

Panusak Satteeboon, General Manager of The Pizza Company under the operation of The Minor Food Group Public Company Limited Tell me The Pizza Company I haven’t had a presenter for more than 10 years. In 2011 I used the Udom Taepanich note to communicate her maturity. Working people and families of Gen X and Y.

Until the 2021s, we think that The Pizza brand There are more and more new generation customers coming to use the service. We therefore need more representatives of the young generation, Gen Y, Z or working students to use the service.

The behavior of each group of customers is different. For example, family groups will focus on ordering a variety of dishes, not large quantities. As for the teenagers, it will be a large group of people. Focus on the menu that has a lot of volume And inexpensive

Even now branches have to be closed due to the COVID-19 situation. But with a total of 426 branches, we are closed in some provinces or districts with severe contamination around 7 such as Phuket, Chonburi, Samut Sakhon, Pattaya, but still provide delivery and take away service from home.

“Before the birth of COVID-19, it had to be called eating at restaurants, which was the company’s main revenue share. But now this channel has lost a lot of revenues from the ban measures, and 60% of online ordering or 30% take-out orders are heavy. “

Why did you choose to repeat the New York market?

Panusak said that tooThe success of the menu launchSpecial “New York Pizza” late last year. Which is a real New York style pizza.Size 18 The finger that has been dubbed bigUntil unable to put in the bag

It was a great phenomenon.In the history of The Pizza Company that has been widely acceptedShattered inside 14 More days 200,000 The trays are the origin of the return of “New York Pizza. XXXL”Again

“In addition to homemade pizza crust that is popular in the Nitch Market segment, the use of imported raw materials is high, but if we don’t start marketing in this segment, we may lose our opportunity. The Pizza Company is considered to be a player with a large market share, so don’t want to miss this opportunity. “

This revival There will be a new menu added and it will be used as a youth presenter like Ice-Paris. To represent the new generation Including spending more than 30 million baht in the campaign period 2 months before another big campaign.

“The campaign of this round Will not take a long time, only 1-2 months, but will focus on the online channels. Hope for a viral flow Which we know that it cannot be guaranteed which content will be popular But we try to be creative all the time. At least let our brand speak for this kind of situation. Want to be in the hearts of consumers “

The economy is not good, will people dare to buy the same?

Panusak replied that During COVID-19, any business will have a negative impact on income. Big companies carry a lot of costs as well. I’d like the government to have some projects to help us, for example, half of the projects would like to be able to work with us. Because we are also high cost

Or will there be a project to help take care of our part-time employees Because the branch was closed As a result, regular employees have to reduce their working time and reduce the number of part-time employees. If there is compensation for this group of people, it would be good. Which we expect the mid-year to improve