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 relaunch a premium crust
strategy, by adding two crusts on our menu. In particular, what's giving us the best of indulgence is our new deep-dish crust, where we took inspiration from Detroit type deep-dish pizzas that are made in Michigan.
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 consumers are those looking for something that's more indulgent, where they're going to put more toppings on their pizza. The second type is somebody who's looking for a different health line that's a little bit more vegetarian.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 new menu strategy and also our speed to introduce new products to market. 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 splash, a big education for folks because largely the vegan community clearly understands what a plant-based protein is.
For all the other consumers that are coming to Pieology
they may not really understand what exactly a plant-based protein is so we have to go out in a completely different way in terms of marketing education. First, we got big influencers from the vegan community and from the pizza community and used visual demonstrations of what a plant-based protein is. To do that we used a chia pet, a little caricature planting device in which you spread some seeds on to grow vegetables.
To illustrate what a plant-based protein is, we used these cut-outs of a chicken, a cow and a pig and then we grew plants on the outside of it, and this was a great visual demonstration for our consumers.