Q: What professional accomplishments are you most proud of since you start working on the PIEOLOGY project?
One of the things that we're most proud of, especially in the last year is not only the speed to market in which we've introduced new products, but it's also the fact that we brought innovative products which have revamped our menu.
One of the things that we did was to launch a premium crust
strategy that added two new crusts to our menu. Focusing on the best of indulgence and the best of health, we launched our new deep-dish crust, where we took inspiration from the very popular Detroit type deep-dish pizzas. The second one that we introduced is the cauliflower crust, which provides a healthier option. With these two premium crusts, we are speaking with two diverse sets of consumers.
The first type of consumer are those looking for something different and a bit more indulgent and robust. The second type of consumer is somebody who's looking for something that's health focused with a unique flavor profile.Q: What are the superpowers of your team? Gregg:
Historically within the food industry, a lot of products or the ideation process to bring a product to market could take anywhere between 12 to 18 months. One of the new superpowers of our team is our ability to introduce new products to market at a much faster pace. Our sweet spot target is about six months. Bringing things to market very quickly doesn't necessarily come without failure or some challenges, but for our brand, we want to be viewed as the innovators in this space. We have to take some risks and we have to try new things to be able to bring products to market at a speed that maybe even the consumer is not expecting.
Recently we launched our plant-based proteins and to do that right we needed to make a big impact, and educate consumers unfamiliar with these on-trend proteins. The vegan, vegetarian and flexitarian communities all clearly understand what plant-based proteins are, but to the everyday pizza lover, these are new to the space.
We leveraged big influencers from the vegan community and from the broader pizza and food community and used visual demonstrations of what plant-based proteins include. Visually, and something that went viral was our use of topiaries, similar to a giant chia pet, in the shape of a chicken, a cow, and a pig, representing our three new plant-based proteins of chicken, meatballs and spicy sausage.