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A Slice of the Action with PizzaLuxe

With plans to launch its flagship restaurant in Manchester, and expansions into transient travel sites in Peterborough and Cambridge, Scoop was appointed to oversee the PR and social media accounts for the brand as it expanded, to build a quality brand enjoyed by everyone, as well as support franchising plans for the business. We now look after the full marketing strategy, with a remit including design, web development and comms.

Initially, we strove to launch the new restaurants in each of their local communities, engaging media, influencers and local businesses to drive footfall. We hosted exclusive first-look events, inviting regional media and ambassadors to experience first-hand the quality of PizzaLuxe’s offering as the UK’s first QSR with bar service.

To continue to increase awareness of PizzaLuxe among consumers, and increase their social presence, we tapped into our foodie, lifestyle and family influencer contacts. We offered gifted visits in return for feedback on their experience and beautiful imagery of the food, shared with their followers.

After three successful launches, our remit expanded to cover all marketing strategy and delivery for the brand. Acting as marketing consultants for the brand, we worked closely with PizzaLuxe’s operational team to devise a marketing strategy that would support the brand’s growth and franchise plans, and developed marketing incentives that would drive footfall to the venues.

We now manage a partner design agency and have crafted a new look and feel for the brand, which was rolled out across multiple platforms, including digital, website, and printed collateral. Scoop operates 22 digital screens across the sites, with a marketing schedule to drive footfall and drive awareness of promotions.

As part of our strategy, we also maximised partnership opportunities, ensuring a mutually beneficial working relationship with partners including neighbouring retail spaces and motorway service areas, plus franchise partnerships and suppliers.

Since starting work with the brand, we have built PizzaLuxe’s profile on a national scale with a series of trade news stories, celebrating the brand’s successes and developments, as well as newsjacking on trending topics, positioning PizzaLuxe’s Founder, Paul Goodale, as an authoritative voice for the hospitality industry.

We set up PizzaLuxe’s social accounts from scratch and have been working to grow the platforms and create an engaged audience that continuously champions brand messages. As the window to PizzaLuxe’s world, we showcase the full offering to capture audience’s attention and build brand champions.

Objectives

Launch three new restaurants in quick succession (Manchester, Cambridge & Peterborough), championing its quality proposition as the UK’s first QSR (quick-service restaurant) with a full-service bar

Drive footfall to the three restaurants, cementing the reputation locally

Build PizzaLuxe’s profile, initially in Manchester, and then roll out a national awareness campaign

Devise a marketing strategy to support PizzaLuxe’s growth and franchise plans, building profile among both business media

What we did.

Initially, we strove to launch the new restaurants in each of their local communities, engaging media, influencers and local businesses to drive footfall. We hosted exclusive first-look events, inviting regional media and ambassadors to experience first-hand the quality of PizzaLuxe’s offering as the UK’s first QSR with bar service.

To continue to increase awareness of PizzaLuxe among consumers, and increase their social presence, we tapped into our foodie, lifestyle and family influencer contacts. We offered gifted visits in return for feedback on their experience and beautiful imagery of the food, shared with their followers.

After three successful launches, our remit expanded to cover all marketing strategy and delivery for the brand. Acting as marketing consultants for the brand, we worked closely with PizzaLuxe’s operational team to devise a marketing strategy that would support the brand’s growth and franchise plans, and developed marketing incentives that would drive footfall to the venues.

We now manage a partner design agency and have crafted a new look and feel for the brand, which was rolled out across multiple platforms, including digital, website, and printed collateral. Scoop operates 22 digital screens across the sites, with a marketing schedule to drive footfall and drive awareness of promotions.

As part of our strategy, we also maximised partnership opportunities, ensuring a mutually beneficial working relationship with partners including neighbouring retail spaces and motorway service areas, plus franchise partnerships and suppliers.

Since starting work with the brand, we have built PizzaLuxe’s profile on a national scale with a series of trade news stories, celebrating the brand’s successes and developments, as well as newsjacking on trending topics, positioning PizzaLuxe’s Founder, Paul Goodale, as an authoritative voice for the hospitality industry.

We set up PizzaLuxe’s social accounts from scratch and have been working to grow the platforms and create an engaged audience that continuously champions brand messages. As the window to PizzaLuxe’s world, we showcase the full offering to capture audience’s attention and build brand champions.

“Pippa and her team originally worked with us to deliver the PR for the launch of our Manchester restaurant, but we’ve since expanded their remit to lead the PR & marketing for all of our venues nationally. The team really get stuck in, are a pleasure to work with, reliable and deliver incredible results across the board.”

— Paul Goodale

More projects

Brand, Business Profiling, Launch