The Pizza Company reveals a refreshed new brand A strategic move to reaffirm the brand's leadership position and to attract the next generation of pizza lovers

The Pizza Company, under the operation of The Minor Food Group Public Company Limited, today unveils a refreshed new brand image. The Pizza Company has been Thailand's market leader for 22 years, and 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. New employee uniforms will be designed by leading Thai designer, Moo Asava, while stores have also been given a modern new design. From today, The Pizza Company will also offer its "Buy 1 Get 1 Free - Double Happiness" promotion to thank customers as part of its 22-year anniversary celebrations. With these strategies, The Pizza Company aims to create more pizza occasions that drive sales growth by 15% in 2023.

Mr. Patt Pongwittayapipat, General Manager, The Pizza Company and Food Delivery (1112 Delivery) under The Minor Food Group Public Company Limited, said, "Since 2001, The Pizza Company has gained popularity with Thais and has shaped pizza culture across the country. When we first started out, our customers were mainly families who have since grown up. We want to expand our customer base to younger generations, both teens and young professionals. This brand refresh is a significant milestone and creates a fresh and modern new look that is relevant to all generations, with the same high-quality that our customers love us for."

Mr. Patt added that there are three pillars to this brand update:

A simplified and modern logo with clear and playful typography. In addition, an updated color palette creates a fresh pop of color by refreshing our iconic green. Introducing newest symbol, Slice logo, to grab attention and to create brand distinctiveness over competitors. The "Slice" is designed as an adaptation of the letter "A," an element within the Master Logo. Designed to reflect a slice of pizza, it is striking and easily identifiable on its own.

An updated uniform for service staff, chefs and delivery riders will be more casual, balancing fashion with comfort. The uniforms are designed by famous Thai designer, Polpat "Moo" Asavaprapha.

New store design in an "urban" style that feels more modern and spacious, with Instagrammable corners for customers to enjoy. In 2023, the company plans to renovate more than 120 stores in Bangkok and Metropolitan areas. Customers can experience the new brand at five store locations; Suan Plern Market, Amorini mall, Ramkhamheang 2, Central Rama 2, and Phichit from today, rolling out to all stores nationwide by 2023.

Ms. Wiyada Buranapakorn, Marketing Director, The Pizza Company, under The Minor Food Group Public Company Limited, said, "Throughout our 22 years, we have made pizza popular in Thailand thanks to our relentless spirit and our commitment to evolving. 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 we tailor our menu to cater to every lifestyle, offering the best possible experience for every customer on every occasion."

Ms. Wiyada explained that The Pizza Company's strategy in 2023 comprises of four key areas that will help the company expand its business and strengthen its brand:

New stores : The company is expected to open 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 leader in Buy 1 Get 1: Apart from launching a major campaign in March, The Pizza Company is reinforcing its leadership position in Buy 1 Get 1 Free promotion through various offerings across different channels including food aggregators throughout the year. The promotions aim to offer pizza variety and accessibility to Thais.

Customizability: To allow a personalized experience, customers can design their own menus, from choose your own pizza toppings and crust, choose your pasta, and customize your salad.

Collaboration: This year, the company plans to collaborate with top consumer brands across food, fashion and lifestyle, bringing pizza into more everyday consumer moments.

The Pizza Company is launching "Buy 1 Get 1 Free - Double Happiness" to thank customers for their continued support, featuring our new special menu item, Seafood Bacon Pizza with a Giant Crab Stick crust, served with thousand mayo dip. Consumers can enjoy Buy 1 Get 1 Free at a starting price of 279 baht. The promotion runs from 22 February till 9 April 2023 at all stores and through all channels, from dine-in, take away, to The Pizza Company 1112's delivery application, call center, and website www.1112.com.

For more updates from The Pizza Company, customers can follow The Pizza Company's LINE (Thepizzacompany 1112) and Facebook (The Pizza Company 1112).