October 30, 2012 |


By Pizza Today

Co-branding is a hot trend in the retail food industry today, but simply pairing with another brand does not necessarily produce results. In fact, the reverse could be true if you don’t select the right partner. There are several factors to keep in mind when co-branding, including the other brand’s reputation and food quality. One major thing that should not be overlooked is daypart classification. If your pizzeria does most of its business at lunch, for example, it would not be a good idea to partner with a sandwich and soup joint. They might actually take your customers away. Instead, a brand focused on breakfast or dinner would be your best bet.

If you’re like most pizzerias, however, the majority of your business comes after 5 p.m. That being the case, your ideal co-brand partner may be a donut shop or ice cream parlor. You won’t have to worry about them stealing your customers, but you’ll benefit from the added foot traffic they generate.