Maintaining the Momentum: Toppers Pizza Finishes Q1 with 13.59 Percent Same Store Sales Increase
First Quarter Full of Robust Moments for Hot Pizza Franchise including 50th Unit, Strong System Sales
May 07, 2013 // Franchising.com // Whitewater, WI - Throughout the first quarter, Toppers Pizza (Toppers), continued to prove its ability to outperform the industry with strong sales performance all around, including 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.
“With the pizza segment continuing to grow and more pizza being consumed than ever before, we have an opportunity to steal more market share in a sea of sameness,” said Scott Iversen, Vice President of Marketing of Toppers. “Despite our stiff competition in the segment, we have been able to distinguish ourselves by remaining young at heart and staying true to our loyal fan base who continue to spend their hard-earned money with us.”
Momentum continued to build for one of the hottest and fastest-growing pizza franchises in the nation as Toppers showcased a 13.59 percent increase in same store sales for company-owned units in Q1 of 2013, including an unheard of 20.36 percent increase in the third period of the quarter. Similarly, the strong performance of the franchise system helped fuel the brand’s growth, with franchise-owned units experiencing a 12.58 percent increase in same store sales in Q1 of 2013, compared to Q1 of 2012.
Toppers also boasted a system wide sales increase of 41.05 percent among both company-owned and franchise-owned units through the first quarter of 2013 versus the same quarter of 2012.
“Our aggressive media behavior, innovative Social Media techniques, consistency in operations and continued franchise growth and dedication all contributed to an impressive first quarter,” said Scott Gittrich, founder and CEO of the 50-unit concept. “Our collaboration as a system and strong commitment from our leadership team has positioned us for a very strong 2013 and beyond.”
In addition to opening its 50th location in Q1, Toppers also launched its first regional TV advertising campaign, which, according to Iversen played a major role in the brand’s strong sales performance.
“We were highly optimistic that our first active launch into TV would parlay strong sales to our franchise partners and corporate locations,” he said. “Our vision of interacting and engaging with our customers on the three major screens – TV, mobile and computer – has started to take shape and our customers are responding positively.”
Toppers’ aggressive approach to the start of the year also included a complete menu reengineering to provide ease of ordering to the guest and an increase of profitability to the store. Along with its ability to tap into the most influential demographic, millennials, Toppers has made a name for itself as an innovator of eclectic and unique menu items. Differentiating itself from the competition, 70 percent of Toppers’ sales come from items not traditionally found on competitors’ menus, including its signature item, Topperstix, a product the brand actively campaigned around in Q1.
As a growth-focused franchise, Toppers forecasts a strong 2013 with plans to build a larger presence throughout Minnesota, Indiana, and Illinois with the first location in Arkansas set for Q3 2013. The company has already contracted 15 locations to be built by the end of 2013, and has projected an additional 25 units for 2014. Additionally, Toppers plans to reach 150 locations by the end of 2015 and 500 by 2020 primarily through the focused support of multi-unit operators.
“We have been able to differentiate ourselves among competitors in the pizza segment by creating an experience that is focused on the customer,” Iversen said. “The eclectic and unique experience that we’ve cultivated across the system has not only enabled us to turn our guests into fanatics but has also empowered us to continue driving growth into new and untapped markets.”
With the pizza industry pushing the $40 billion dollar plus mark, Toppers plans on grabbing a huge piece of the pie. By pushing their individuality, creativity of concept, and remarkable service, the eclectic pizza brand has been able to reach its 50th unit with no plans of slowing down.
“The reason for our success is simple, meaning that we are not one of the ‘Wal-Marts’ of the industry. The big chains have lost their identity and brand connection,” Gittrich said. “Our customers are fanatical about our brand. Our quirkiness and edginess has given our brand character and enabled us to reach this remarkable milestone.”
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 18 house pizzas; the franchise’s signature product line Topperstix; Oven-Toasted Grinders; Buffalo Wings; Q'Zas (a pizza style quesadilla); 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 http://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.
SOURCE Topper's Pizza
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