he big pizza chains serve their purpose: mediocre food; mediocre promises; mediocre connections. Toppers Pizza, a 30-unit eclectic pizza delivery franchise brand, doesn’t follow those characteristics. To prove its tasty promise to consumers, Toppers will celebrate this reprieve with two grand opening celebrations unmatched by the big guns at its two new locations in Minneapolis and St. Paul.At 10:30 a.m. August 6 at 702 Washington Ave. SE, Minneapolis and again at 10:30 a.m. August 27 at 1154 Grand Avenue, St. Paul, Toppers Pizza will unleash its two newest locations to hundreds of “fanatics.” In addition, Toppers will give the first 50 guests in line free food for a year and reward fans that day with prizes and giveaway rewards.
“When we open a location, it truly is a celebration. No fake grand openings with boring ribbon cuttings. We go for the grand slam with the way we open, the way we connect with our customers, and the tastes we offer on our menu,” said Scott Gittrich, CEO of the emerging chain and former Dominos Pizza delivery driver. “Trust me; I quickly learned what not to do with our customer bonds. This is their party, not ours.”
Along with its ability to tap into the most influential demographic, 18-34 year olds, Toppers has made a name for itself as 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. Differentiating itself from the competition, 70 percent of Toppers’ sales come from items not traditionally found on competitors’ menus.
Continuing Toppers Pizza’s penetration into the Minneapolis market on August 6 is multi-unit entrepreneur and pizza lover, John Kubisiak, who was first attracted to the brand as a customer. Today, he owns four locations, with an obligation to develop an additional three in Minneapolis. Then just three weeks later, first time entrepreneurs, Dan Ogiba and Brad Vinton, will open the first St. Paul Toppers Pizza location.
The two new locations are part of the initial growth strategy for Toppers Pizza’s saturation of the Twin Cities. There are eight locations under contract for development in the Twin Cities, including one slated to open in December.
“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,” Brett Larrabee, Toppers Pizza Director of Franchise Development, said, noting that the two new Twin Cities Toppers features the brand’s newest blueprint with an updated, vibrant, “chill”-friendly atmosphere.
When the big chains are down, Toppers has remained up, taking names and gripping its share of the $40-plus-billlion pizza industry. In 2010, Toppers increased average unit volumes and system-wide sales, opening four stores with 20 more under contract. Why?
“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 identity and brand connection,” Gittrich said. “Our customers are fanatical about our brand. Our quirkiness and edginess has given our brand character, so we have been able to continue our growth and bonding with an untapped national demographic – the 18-34-year olds.”
