Little Caesars grows with new tech offerings
Prior to February 2020, Little Caesars – the third largest pizza chain in the United States – only offered pickup to customers. But with the introduction of delivery (accompanied by a DoorDash partnership) and the brand’s new mobile app just before the pandemic began, Little Caesars accelerated its new growth strategy.
More recently, the Detroit-based pizza chain aims to infiltrate the Saint-Louis market, with the goal of eventually opening 35 new stores (10 of which will open before 2024) in the region. Other areas of opportunity include New York, Charlotte, Tampa, New Orleans, and the entire Pacific Northwest.
“We were different from other big pizza chains because we didn’t have deliveries,†said Jeremy Vitaro, who was appointed director of development for Little Caesars in April. “We thought we were convenient for customers, but technology has really made us a lot more convenient. And thanks to our app, we are able to connect with customers more effectively.
Vitaro pointed out that with the mobile app, customers can easily personalize their pizzas, which they had not been able to do before and has become a crucial “accessory†for digital ordering. The pizza portal, which they introduced in 2019, allows customers to pre-order and redeem their pizza with a code when their order is ready.
Where technology and development intersect, said Vitaro, is with their goal to connect with people in new ways, whether that is by opening up to a new market or by offering more practical digital experiences for customers.
“We have had tremendous success in connecting with consumers during the pandemic at a time when the emphasis was much more on convenience and contactless,†he said. “In this sense, we have adopted well and we are lucky to have deployed this strategy.
While the real estate landscape and franchisees’ well-being has changed over the past 18 months, Vitaro believes they can remain competitive with other pizza chains like Domino’s, Pizza Hut and Papa John’s, especially as the pizza category continues to hold its own at this stage. in the pandemic. The best thing they can do, he said, is continue to invest in technology and find the perfect matches for multi-unit franchisees.
“We want to continue to use technology in our restaurants,†said Vitaro. “Technology for consumers, like kiosks and other new ways to order. we are looking at how to continue to use technology in restaurants. […] we continue to modernize and evolve.
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