Enhanced marketing strategy drives Toppers Pizza’s Q2 7.7 percent same-store sales increase

WHITEWATER, Wis. – Within the crowded pizza delivery space, Toppers Pizza (Toppers) is establishing itself as the next big brand, as the 50-unit chain continued its positive 2013 sales trajectory with a 7.7 percent same store sales increase in Q2. The sales climb comes on the heels of a 13.59 percent increase in Q1, demonstrating Toppers’ consistent and strong performance in the first half of 2013.

Additionally, for the year to date, Toppers is up 30.13 percent in system-wide sales, including a 23.81 increase in Q2. This mark sets the brand up for its sixth straight year of 20 percent or more increases in system-wide sales growth.

“We are continuing to differentiate ourselves in the pizza segment by placing a primary emphasis on developing strong relationships with our customers. To stand out, we push ourselves to market and service at a higher level, focusing our attention on freshness, quality and speedy service,” said Scott Iversen, Vice President of Marketing. “The successes we have been able to accomplish with our customers correlate directly to our positive sales performance and increased interest from multi-unit franchise operators.”

In Q1, Toppers released an edit to its already robust earnings claim, with company-owned units averaging $889,086 in gross sales/year with an impressive $143,519 net. This disclosure helped the brand award 11 new locations in the first half of 2013.

“It is well proven that our concept resonates in the market and our system works for franchisees. Momentum is king and we have momentum,” said Scott Gittrich, founder and CEO of the growing pizza concept. “Our aggressive media behavior, innovative Social Media techniques, killer operations and continued franchise growth all contributed to an impressive first half of 2013. Our collaboration as a system and the relentless commitment from our leadership team have positioned us for a very strong 2013 and beyond.”

Toppers’ aggressive approach to the first half of the year also included a revitalization of the menu to provide ease of ordering to the customer and increase store profitability. Along with its ability to tap into the millennial demographic, Toppers has made a name for itself as an innovator of eclectic and unique menu items. Separating itself from the competition, 70 percent of Toppers’ sales come from items not traditionally found on competitors’ menus including its signature item, Topperstix.

As a growth-focused franchise, Toppers forecasts an impressive second half of 2013 with plans to build a larger presence throughout Minnesota, Indiana, and Illinois with the first location in Arkansas set for Q3 of 2013. To support their growth, Toppers signed an area development agreement for Chicago in the first half of the year and is planning to build 15 locations throughout the nation by year-end. Additionally, the brand aims to reach 150 locations by the end of 2015 and 500 by 2020 primarily through the focused support of multi-unit operators.

“The reason for our success is simple. Customers desire an alternative to the Walmarts of our industry, and we meet that need. The big chains have lost their identity and brand connection,” Gittrich said. “Our customers are fanatical about our brand. Our quirkiness and edginess have given our brand character and enabled our sales to continue soaring and our system to keep reaching new heights.”

ABOUT TOPPERS PIZZA
With a mission to be the best pizza company in the world by killing it on every detail of the customer experience, Toppers Pizza is an eclectic pizza delivery franchise brand, headquartered in Whitewater, WI. Toppers takes a unique approach to the crowded pizza segment by appealing to the young, and young at heart, in an irreverent way that unquestionably separates them from the competition. Ranked No. 343 in Entrepreneur Magazine’s top 500 franchises and one of the Nation’s Restaurant News 50 Breakout Chains for 2013,Toppers’ menu includes a variety of house pizzas; the franchise’s signature product line Topperstix; Buffalo Wings; and cold drinks. The brand has strongly established itself in Wisconsin, and is now in the midst of Midwest and national domination. By focusing on Toppers’ demographic friendly markets, Toppers is able to continue building a fanatical relationship with its customer base. For more information on Toppers, visit www.toppers.com.

*The financial performance set forth above are for the one year (52 weeks) commencing on January 2, 2012 and ending on December 30, 2012 and are for the 9 affiliated owned restaurants open the entire 52 weeks. Of the 9 restaurants 3 exceeded the average Gross Sales and 5 exceeded the Net Income as defined in our Franchise Disclosure Document. Please refer to our 2013 Franchise Disclosure Document for additional information.

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