Blaze adds large pizzas, launches ad campaign in delivery push

Blaze Pizza began its push for a larger share of the pizza delivery market with the official presentation this dawn of large pizza, the brand ’ s first national television campaign and new promotional help from investor and NBA ace LeBron James. The newly pies measure 14 inches across, compared with the 11-inch version that has been the chain ’ s signature. The smaller pizza are marketed as individual-sized and are custom-made to each customer ’ south specifications, and have been available for delivery through several third-party services. The larger versions will be touted as shareable and family-sized, making them more desirable for delivery and catering-type orders. In tests, they pushed dinner sales slenderly above the dollar volume for lunch, skewing what has been a 50-50 sales split, according to executives of the fast-casual chain. The larger pies are intended entirely for on-line order, though in-store requests will be accommodated, according to Daniela Simpson, film director of Blaze’s digital growth division. similarly, the 14-inch pizza will be marketed as takeout and pitch options, but a group looking to share one on-premise won ’ t be turned away, she said.

rather of being passed down a production pipeline, as the smaller pies are, the larger pizza are assembled at one station by a single employee, who ’ ll read the customer ’ sulfur topping requests off a printout of the on-line arrange. The planning takes rate on a second homework lineage that has been included in restaurants about since the plunge of the concept, though rarely used, according to Blaze co-founder Rick Wetzel. The large pies are baked in the lapp ovens used for Blaze ’ s smaller pizza. The capacity of the ovens enabled both types of pies to be baked simultaneously with room left over during prelaunch tests, Simpson told Restaurant Business. Five standard versions, including a vegetarian and vegan pie, are offered. The pies were specifically formulated with a slenderly thick crust to ensure they would travel well, Simpson said. She noted that the pizza have been in stores for two months to work out kinks and accumulate information, but she would not share sales data. Some units will besides feature an on-line especial for cover hunters : an $ 8.99 pepperoni pie intended to go neck and neck with Domino ‘s standard pizza.

Blaze is touting the addition of the modern line as an authoritative step in its recently undertaken quest to bypass Domino ’ mho as the nation ’ s most frequent option for delivered pizza. But challenging the segment leader won ’ deoxythymidine monophosphate mean matching the discounts of the larger chain, said Wetzel. A exhaustive comparison of the two brands ’ menu reveals that Blaze is already a greater value because it doesn ’ thymine nickel and dime bag customers for every top, he asserts. The chain intends to call care to the larger pies with the newly ad crusade. It ’ randomness themed, “ Upgrade the way you pizza, ” a address to Blaze ’ s function of fresh ingredients and dough. It will air on Hulu, Sling and Amazon TV. Supplementing the work of agency Zeus Jones is a newfangled sociable media television featuring James. He pretends to be “ Ron, ” merely another Blaze employee who happens to be on a manner of speaking run. As he lugs around a stack of boxed pies, he ’ s recognized by passersby, who are rewarded with one of the pizza at no commission .
The television is an update of the viral position that James recorded for Blaze in 2016, to what the chain describes as considerable success.

In a touch of guerrilla war, pizza chain Papa John ‘s aired a commercial final Thursday that starred another NBA caption, Shaquille O’Neal. With 341 restaurants and project 2019 systemwide sales of $ 400 million, Blaze has far to go to catch Domino ’ randomness, a 5,876-unit colossus with chainwide sales of $ 6.59 billion. But, says Simpson, “ bequest manner of speaking pizza has remained stuck. today, we are here to disrupt the category. ” Members help make our journalism possible. Become a restaurant Business member nowadays and unlock exclusive benefits, including inexhaustible access to all of our content. Sign up hera .