The article focuses on Toppers growth and development, with very specific numbers and statistics to back up its claims about Toppers rapid growth. It explains how Toppers’ irreverent marketing and unique personality have strengthened consumer loyalty, and discusses Toppers’ 20 year history, which started off slow but flourished once the brand became a franchise. It also goes into detail about Toppers’ future plans, from their focus on Midwestern states outside of Wisconsin to their eventual plans of “world domination” and an island called “Topperville!” This article provides a wonderful illustration of where Toppers has been and where they are headed, and should be a great way to peak consumer interest and generate potential leads. Check out a portion of the story below or read the full article here.
Toppers Pizza looking to grow
The Business Journal - by Stacy Vogel Davis
After rapid growth in the Milwaukee market, Whitewater-based Toppers Pizza has ambitious plans for expansion in the upper Midwest in the next three years.
The chain opened its eighth Milwaukee-area restaurant in Bay View this month, five years after opening its first Milwaukee location.
Toppers plans to open three more Milwaukee stores in the next two years, but its main targets are states such as Illinois, Minnesota, Michigan and Indiana, said Brett Larrabee, who was recently hired as Toppers’ first director of franchise development. (Read More).
Friday, October 29, 2010
Toppers' Spank Your Pizza Contest featured in Journal & Courier
Toppers was recently featured in an article in the “People & Products” section of the Journal & Courier of Lafeyette, IN. The article alerts readers of Toppers’ “Spank Your Pizza” Facebook tournament, and notes that Toppers has narrowed finalists down to 64, with the winning pizza to be chosen by Toppers’ 17,000 Facebook fans.
People & Products
Toppers Pizza, which has a location in West Lafayette, has narrowed the field of its Spank Your Facebook Pizza Challenge to 64 finalists.
The finalists are asked to create their own pizza menu item with the winning entry becoming a permanent fixture, named after its creator, on Toppers menu nationwide. Toppers has more than 17,000 Facebook fans.
(Read More)
People & Products
Toppers Pizza, which has a location in West Lafayette, has narrowed the field of its Spank Your Facebook Pizza Challenge to 64 finalists.
The finalists are asked to create their own pizza menu item with the winning entry becoming a permanent fixture, named after its creator, on Toppers menu nationwide. Toppers has more than 17,000 Facebook fans.
(Read More)
Wednesday, October 27, 2010
Toppers Pizza Featured in Flyer News
Toppers was recently featured in an article in the Flyer News. The article discusses what sets Toppers—the “more fun pizza company”—apart from its competition, by marketing to the college demographic, staying open late, offering unique menu items such as the “Hangover Helper,” “Mac N Cheese,” and “Topperstix,” and creating a fun, college-friendly environment for students. The article explains that Toppers just entered Cincinnati and hopes to enter Dayton within the next six months, showing that UD students are very excited about someday having a Toppers Pizza near their school! A portion of the article is included below and can be read in its entirety by clicking here.
Youth-centered pizza place sets eyes on UD
By Justin Guinn
Toppers Pizza has big plans for Dayton.
The "more fun pizza company," which markets itself to 18 to 34 year olds and is open until 3:45 a.m. most nights, has 26 Midwestern franchises. Their newest location is a store at 345 Calhoun St., Cincinnati, located less than an hour from the University of Dayton. According to Toppers, the same franchisers are looking to Dayton for their next move.
"Other pizza chains are mundane, tired and boring," said Brett Larrabee, Toppers' director of franchise development.
Toppers employees said their company wants to focus on fun.
(Read More)
Youth-centered pizza place sets eyes on UD
By Justin Guinn
Toppers Pizza has big plans for Dayton.
The "more fun pizza company," which markets itself to 18 to 34 year olds and is open until 3:45 a.m. most nights, has 26 Midwestern franchises. Their newest location is a store at 345 Calhoun St., Cincinnati, located less than an hour from the University of Dayton. According to Toppers, the same franchisers are looking to Dayton for their next move.
"Other pizza chains are mundane, tired and boring," said Brett Larrabee, Toppers' director of franchise development.
Toppers employees said their company wants to focus on fun.
(Read More)
Monday, October 25, 2010
Toppers Pizza goes on air with Fox Business
Toppers Pizza was recently featured on Fox Business. The segment featured CEO Scott Gittrich discussing how Toppers was built into a successful franchise. It's chock full of industry secrets and tips on growing your business. Check out the clip by clicking below!
Labels:
Fox Business,
franchise,
Scott Gittrich,
Toppers Pizza
Friday, October 22, 2010
Toppers Pizza featured in The Racquet
Toppers was recently featured in an article called, “Pigging out for a cause,” which published in The Racquet, UW-La Crosse’s student newspaper. This article showed how Toppers Pizza continues to engage the local campus, community and nonprofits and discusses Toppers philanthropic efforts during the next month. Read a portion of the article below or check out the full story here.
Pigging out for a cause
By Gretchen Zishka
Could you eat an entire order of cheese sticks in two minutes and forty-two seconds? The winner of Toppers Pizza's Topperstix eating challenge last Saturday did just that.
Though the challenge seemed more about competition and stuffing oneself than anything else, it served to raise money and awareness for WAFER, a local food pantry.
Heidi Blanke, WAFER director, said, "We're busier than ever, so any funds help us fill out our shelves…We're thrilled that [Toppers] wants to do this for us." (Read More)
Pigging out for a cause
By Gretchen Zishka
Could you eat an entire order of cheese sticks in two minutes and forty-two seconds? The winner of Toppers Pizza's Topperstix eating challenge last Saturday did just that.
Though the challenge seemed more about competition and stuffing oneself than anything else, it served to raise money and awareness for WAFER, a local food pantry.
Heidi Blanke, WAFER director, said, "We're busier than ever, so any funds help us fill out our shelves…We're thrilled that [Toppers] wants to do this for us." (Read More)
Labels:
Franchise News,
la crosse,
non profit,
racquiet,
Toppers Pizza,
uw-la crosse
Tuesday, October 19, 2010
The Balloon Effect: Toppers Sets Sights on Midwest Expansion
Successful Capture of 18-34-Year Old Demographic Spikes ’09 Sales; Projects Strong Onward Growth
WHITEWATER, WI – In 2009, the face of the pizza industry frowned, as sales were sluggish and growth was stunted. Toppers Pizza, though, dodged a slowdown with increased average unit volumes and system-wide sales; five new units; and 18 under contract. When the big chains are down, Toppers has remained up, taking names and gripping its share of the $40-plus-billion pizza industry. Why?
“The reason for our success is simple: We are not one of the ‘Wal-Marts’ of the industry. The big chains have lost identity and brand connection,” said Scott Gittrich, founder and CEO of the growing Whitewater, WI-based 26-unit franchise brand. “Our customers are fanatical about our brand. Our quirkiness and edginess has given our brand character, thus we have been able to continue our growth and bonding with an untapped national demographic – the 18-34-year olds.”
Along with its ability to tap into the most influential demographic, Toppers has made a name for itself as the innovators of unique menu items. Toppers was the first delivery brand to capture the cheesy bread marketplace with its famous Topperstix. Toppers has never shied away from innovation with its Mac ‘N Cheese; Potato Topper; Cool C-B-R (Chicken-Bacon-Ranch); The Hangover Helper; Buffalo Wings, Quesadillas, Grinders, and dozens of other menu items. Different from the competition, 70 percent of Toppers’ sales come from items not traditionally found on competitor’s menus.
Gittrich has never swayed from his original mission: Create an eclectic pizza delivery experience while maintaining a better product and service than the competition. While Papa John’s, Domino’s, and Pizza Hut are stuck in a stiff battle for the family demographic, Toppers has maintained its original strategy of being a hip, cool brand, connected to the nationally untapped 18-34 demographic. This strategy, Gittrich said, has helped Toppers sustain its growth, even in a down economy, in that there are more young, energetic consumers craving a real brand connection.
Additionally, to celebrate the grand opening of each new location, Toppers gives away free food for a year to the first 50 customers. This marketing method creates a fanatical madness, and rush, with Toppers’ customers waiting as long as 48 hours prior to the opening of the doors. This, coupled with other out-of-the-box marketing methods, has lifted the brand into high ranks of success.
When Gittrich created Toppers in August 1991, he had the fortune of a long-stint in the Domino’s camp, in which he was inspired by its core culture, values, leadership of its founder Tom Monaghan, and even earned the privilege of securing one of the famed Rolex watches Monaghan awarded to his top performers. When given the opportunity to become a franchisee of two sinking Dayton, Ohio, Domino’s units for the price of just $1 each, Gittrich turned it down.
“I rebelled against the big box,” he said. “I knew that by pouring my heart and soul into my own concept I would be able to create a brand one-step better than the competition.”
Gittrich’s plan worked. The first Toppers location opened to rave reviews, a fanatical following, and an all-star first four months after opening in August of 1991. But just like any start-up business, there was bound to be a down moment. In December of its first year of operation, Toppers’ sales sunk to just $700 for the week, thanks to an underestimated college winter break. The downs are the reason Gittrich has remained a franchisee in his own system, as the owner of seven locations, he is able to test, treat and market new initiatives as well as contribute to the national advertising fund.
“I won’t give up being a pizza delivery franchisee,” he said, noting he still operates the locations, including the newest Whitewater location/training facility. “It is important for me to be in the trenches with my franchisee family. Plus, I love the grind way too much.”
Unlike other franchise brands, Toppers makes an earnings claim in its franchise disclosure documents, stating that the Wisconsin locations make an average of $945k/year (2008 AUV), which is a remarkable financial measure given the size (1,600 – 1,800 sq. feet) and that industry averages are nestled right around $600k/year. The high return on investment is built from the fanatical aspects of the brand, as well as dedicated, driven franchisees who are deeply connected to those in their community – especially the nearest university. Franchisees entering the Toppers system must have a minimum liquidity of $150k and a net worth of $300k. The average cost to open a Toppers is $400k.
“As we grow, like a balloon, out of Wisconsin and into surrounding states and then nationwide, we want to maintain a stronghold on top-tier franchisees. By doing so, we can maintain our core culture, our brand evolution, and our methodical growth pattern,” Gittrich said.
WHITEWATER, WI – In 2009, the face of the pizza industry frowned, as sales were sluggish and growth was stunted. Toppers Pizza, though, dodged a slowdown with increased average unit volumes and system-wide sales; five new units; and 18 under contract. When the big chains are down, Toppers has remained up, taking names and gripping its share of the $40-plus-billion pizza industry. Why?
“The reason for our success is simple: We are not one of the ‘Wal-Marts’ of the industry. The big chains have lost identity and brand connection,” said Scott Gittrich, founder and CEO of the growing Whitewater, WI-based 26-unit franchise brand. “Our customers are fanatical about our brand. Our quirkiness and edginess has given our brand character, thus we have been able to continue our growth and bonding with an untapped national demographic – the 18-34-year olds.”
Along with its ability to tap into the most influential demographic, Toppers has made a name for itself as the innovators of unique menu items. Toppers was the first delivery brand to capture the cheesy bread marketplace with its famous Topperstix. Toppers has never shied away from innovation with its Mac ‘N Cheese; Potato Topper; Cool C-B-R (Chicken-Bacon-Ranch); The Hangover Helper; Buffalo Wings, Quesadillas, Grinders, and dozens of other menu items. Different from the competition, 70 percent of Toppers’ sales come from items not traditionally found on competitor’s menus.
Gittrich has never swayed from his original mission: Create an eclectic pizza delivery experience while maintaining a better product and service than the competition. While Papa John’s, Domino’s, and Pizza Hut are stuck in a stiff battle for the family demographic, Toppers has maintained its original strategy of being a hip, cool brand, connected to the nationally untapped 18-34 demographic. This strategy, Gittrich said, has helped Toppers sustain its growth, even in a down economy, in that there are more young, energetic consumers craving a real brand connection.
Additionally, to celebrate the grand opening of each new location, Toppers gives away free food for a year to the first 50 customers. This marketing method creates a fanatical madness, and rush, with Toppers’ customers waiting as long as 48 hours prior to the opening of the doors. This, coupled with other out-of-the-box marketing methods, has lifted the brand into high ranks of success.
When Gittrich created Toppers in August 1991, he had the fortune of a long-stint in the Domino’s camp, in which he was inspired by its core culture, values, leadership of its founder Tom Monaghan, and even earned the privilege of securing one of the famed Rolex watches Monaghan awarded to his top performers. When given the opportunity to become a franchisee of two sinking Dayton, Ohio, Domino’s units for the price of just $1 each, Gittrich turned it down.
“I rebelled against the big box,” he said. “I knew that by pouring my heart and soul into my own concept I would be able to create a brand one-step better than the competition.”
Gittrich’s plan worked. The first Toppers location opened to rave reviews, a fanatical following, and an all-star first four months after opening in August of 1991. But just like any start-up business, there was bound to be a down moment. In December of its first year of operation, Toppers’ sales sunk to just $700 for the week, thanks to an underestimated college winter break. The downs are the reason Gittrich has remained a franchisee in his own system, as the owner of seven locations, he is able to test, treat and market new initiatives as well as contribute to the national advertising fund.
“I won’t give up being a pizza delivery franchisee,” he said, noting he still operates the locations, including the newest Whitewater location/training facility. “It is important for me to be in the trenches with my franchisee family. Plus, I love the grind way too much.”
Unlike other franchise brands, Toppers makes an earnings claim in its franchise disclosure documents, stating that the Wisconsin locations make an average of $945k/year (2008 AUV), which is a remarkable financial measure given the size (1,600 – 1,800 sq. feet) and that industry averages are nestled right around $600k/year. The high return on investment is built from the fanatical aspects of the brand, as well as dedicated, driven franchisees who are deeply connected to those in their community – especially the nearest university. Franchisees entering the Toppers system must have a minimum liquidity of $150k and a net worth of $300k. The average cost to open a Toppers is $400k.
“As we grow, like a balloon, out of Wisconsin and into surrounding states and then nationwide, we want to maintain a stronghold on top-tier franchisees. By doing so, we can maintain our core culture, our brand evolution, and our methodical growth pattern,” Gittrich said.
Monday, October 18, 2010
Toppers Fanatics line up for free pizza at the Bay View Opening
People line up Oct. 15 on the east side of Kinnickinnic Ave. for the Toppers Pizza grand opening and its promotional offer of free food for a year to the first 50 customers in line on Friday. photo by Michael Timm (Bay View Compass)
Labels:
bay view,
bay view compass,
Franchise News,
opening,
Toppers Pizza
Friday, October 15, 2010
Toppers' Bay View opening discussed in Milwaukee Journal-Sentinel
Toppers Pizza was recently featured in the Milwaukee Journal-Sentinel’s food blog, “Taste Buds.” The article discusses Toppers’ newest and perhaps final opening in Milwaukee, happening this Saturday, Oct. 16 and officially saturates the Milwaukee market. It also spreads the word about how Toppers will give the first 50 customers in line free food for a year, and mentions Toppers plans to expand throughout the Midwest. Check out a portion of the article below or read the full story here.
Toppers Pizza opening Saturday in Bay View
By Carol Deptolla of the Journal Sentinel
The newest Milwaukee-area Toppers Pizza is opening at Saturday in Bay View, and the company says it's likely the last for the area for a while.
The store, at 2262 S. Kinnickinnic Ave., opens at 10:30 a.m., and the Whitewater-based chain's openings tend to draw a crowd -- the first 50 customers in line receive free food for a year.
According to the company, the Bay View store -- the eighth Toppers in and around Milwaukee -- represents the saturation point for the market, at least for the time being, so no further franchises are planned here. (Read More)
Toppers Pizza opening Saturday in Bay View
By Carol Deptolla of the Journal Sentinel
The newest Milwaukee-area Toppers Pizza is opening at Saturday in Bay View, and the company says it's likely the last for the area for a while.
The store, at 2262 S. Kinnickinnic Ave., opens at 10:30 a.m., and the Whitewater-based chain's openings tend to draw a crowd -- the first 50 customers in line receive free food for a year.
According to the company, the Bay View store -- the eighth Toppers in and around Milwaukee -- represents the saturation point for the market, at least for the time being, so no further franchises are planned here. (Read More)
Labels:
bay view,
Milwaukee,
milwaukee journal sentinel,
opening,
Toppers Pizza
Wednesday, October 6, 2010
Toppers social media contest featured by In Business Madison
Scott Iverson discusses Toppers’ new “Spank Your Pizza” social media crowdsourcing campaign, where the winner’s pizza creation will become a permanent fixture on Toppers’ menu nation-wide. Scott explains this new marketing concept in detail and discusses what it means for both the future of Toppers and the relationship between business and social media in general. As an expert on the relationship between business and social media, Scott also offers advice to other business owners looking to connect with consumers via social media. Check out a portion of the story below or read the full article here.
Social media play: Can you top this?
It's safe to say that Toppers Pizza in Madison caters to the social media generation, but the people behind its new customer engagement campaign say that any business can actually relate to customers if it is willing to relinquish some control.
The technical term for what the Wisconsin-based Toppers is doing is "social media crowd-sourcing," but it's actually a new spin on an old motto — the customer is always right — for a comfort food product.
One trip to the Toppers website and you get the idea the company already takes an off-the-wall approach to brand loyalty, but it's new, tournament-style "Spank Your Pizza" Facebook challenge is giving consumers a chance to actually shape the menu. (Read More)
Social media play: Can you top this?
It's safe to say that Toppers Pizza in Madison caters to the social media generation, but the people behind its new customer engagement campaign say that any business can actually relate to customers if it is willing to relinquish some control.
The technical term for what the Wisconsin-based Toppers is doing is "social media crowd-sourcing," but it's actually a new spin on an old motto — the customer is always right — for a comfort food product.
One trip to the Toppers website and you get the idea the company already takes an off-the-wall approach to brand loyalty, but it's new, tournament-style "Spank Your Pizza" Facebook challenge is giving consumers a chance to actually shape the menu. (Read More)
Monday, October 4, 2010
Toppers multi-unit franchisee Denise Downing highlighted in Onalaska Holmen Courier-Life
In a recent article in the Onalaska Holmen Courier-Life, local Toppers Pizza owner/operator Denise Downing and local Fire Chief Don Dominick of Onalaska discuss their decision to team up to celebrate the fact that October is both National Pizza Month and National Fire Safety Month. On October 5th, from 4-8 p.m., local fire fighters will be delivering Toppers Pizza to residents via fire truck! Then, they will do smoke detector checks at every customer’s house, and provide free smoke detectors and batteries to any customers that need them. Check out a portion of the article below or read the full story here.
Ordering pizza might save a life
Onalaska pizza lovers ordering through Toppers on Oct. 5 will get a special treat when their pizza is delivered. A volunteer fire fighter might be behind the delivery person.
Toppers is teaming up with the Onalaska Fire Department to celebrate National Pizza Month and National Fire Safety Month, both celebrated in October.
According to Denise Downing, owner of Toppers, when pizzas are ordered between 4 and 8 p.m. Tuesday, Oct. 5, Onalaska firefighters will also arrive with the delivery, sometimes via fire truck if one is available. While the customer is completing the pizza transaction, volunteer fire fighters will conduct smoke detector checks and provide free smoke detectors and batteries where needed.
“It will be kind of neat to see fire vehicles with a Toppers sign on top,” Downing said. (Read More)
Ordering pizza might save a life
Onalaska pizza lovers ordering through Toppers on Oct. 5 will get a special treat when their pizza is delivered. A volunteer fire fighter might be behind the delivery person.
Toppers is teaming up with the Onalaska Fire Department to celebrate National Pizza Month and National Fire Safety Month, both celebrated in October.
According to Denise Downing, owner of Toppers, when pizzas are ordered between 4 and 8 p.m. Tuesday, Oct. 5, Onalaska firefighters will also arrive with the delivery, sometimes via fire truck if one is available. While the customer is completing the pizza transaction, volunteer fire fighters will conduct smoke detector checks and provide free smoke detectors and batteries where needed.
“It will be kind of neat to see fire vehicles with a Toppers sign on top,” Downing said. (Read More)
Friday, October 1, 2010
Toppers Cincinnati opening featured in The NewsRecord
Toppers was recently featured in an article discussing their upcoming opening in Cincinnati. The article details all the cool reasons why Toppers is so beloved by the college demographic, from late night hours to unique menu items to "ping" pong ball dispensers! It also gives students information about the opening on Oct 2 and everything it will offer, including free food for a year for the first 50 customers in line, and the opportunity to be photographed in the Toppers mascot costume and "become a part of Toppers history! Check out a portion of the article below or read the full story here.
Toppers to award first 50 customers
By Meredith Tipton | Staff Reporter
Late night pizza, games, TV and an inviting atmosphere make for the ideal lobby of a college dorm. Thanks to Toppers Pizza, this description also applies to the lobby of a pizza restaurant coming to Clifton.
Wisconsin-based and college-oriented Toppers will open its first Ohio unit on Saturday,
Oct. 2 at 345 Calhoun St. Toppers sets itself apart from other "old, stale, boring" pizza places with its menu, as well as the events planned for its grand opening, said Brett Larrabee, director of franchise development.
Toppers' tradition at each grand opening grants the first 50 customers one year of free food from the restaurant. This has led to people lining up outside the building, sometimes camping out 48 hours in advance, Larrabee said. (Read More)
Toppers to award first 50 customers
By Meredith Tipton | Staff Reporter
Late night pizza, games, TV and an inviting atmosphere make for the ideal lobby of a college dorm. Thanks to Toppers Pizza, this description also applies to the lobby of a pizza restaurant coming to Clifton.
Wisconsin-based and college-oriented Toppers will open its first Ohio unit on Saturday,
Oct. 2 at 345 Calhoun St. Toppers sets itself apart from other "old, stale, boring" pizza places with its menu, as well as the events planned for its grand opening, said Brett Larrabee, director of franchise development.
Toppers' tradition at each grand opening grants the first 50 customers one year of free food from the restaurant. This has led to people lining up outside the building, sometimes camping out 48 hours in advance, Larrabee said. (Read More)
Labels:
brett larrabee,
cincinnati,
dave fullarton,
Franchise News,
free food,
newsrecord,
Ohio,
Toppers Pizza
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