The Pizza Company

Editorial Staff

The Pizza Company under The Minor Food Group Public Company Limited today announces to refresh the Pizza Company brand image to recruit more young generation customers.

The brand refresh represents a major strategic move as the company sets out its ambition to attract younger consumers. The first move is to update the brand’s logo, typography and iconic green color, while introducing a new distinctive asset, the “Slice,” which represents a slice of pizza.

In addition, new employee uniforms will be designed by leading Thai designer, Moo Asava, while stores have also been given a modern new design. All rebranding scheme requires an investment of over 100 million baht.

Patt Pongwittayapipat, general manager, The Pizza Company and Food Delivery (1112 Delivery) under The Minor Food Group Plc, said currently about 70% of The Pizza customers are working people and family groups. Then, the rebranding plan would lead the company to expand its customer base to younger generations, both teens and young professionals.

The company plans to start renovating 120 stores in Bangkok and Metropolitan areas in May this year. Now, customers can experience the new brand at five store locations; Suan Plern Market, Amorini mall, Ramkhamheang 2, Central Rama 2, and Phitchit from today and expects the total 300 stores will be completed its renovation by the end of this year. The remaining 125 branches will be changed to new design in the first quarter of next year.

Patt Pongwittayapipat, general manager and Wiyada Buranapakorn, marketing director of The Pizza Company

Wiyada Buranapakorn, marketing director of The Pizza Company, said that today consumers’ lifestyles are changing. Pizza used to be food for celebrations or gatherings but these days families are smaller with more singles living alone. That is why the company tailor its menu to cater to every lifestyle, offering the best possible experience for every customer on every occasion.

Ms. Wiyada said that the company will strengthen its brand by opening 40 new stores this year including 20 stores to cater to Self Pick Up and Take Away customers. This model is well-suited to new spaces like community malls, gas stations, and communities, bringing pizza closer to more consumer occasions.

The firm plans to spend 200-250 million baht on new store openings this year. With these strategies, the company aims to create more pizza occasions that drive sales growth by 15% this year.