Subject category:
Strategy and General Management
Published by:
Amity Research Centers
Length: 12 pages
Data source: Published sources
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Abstract
Blaze Pizza (Blaze) was founded in 2011 by Rick and Elise (Elise) Wetzel (Founders of Wetzel's Pretzels). Blaze Pizza worked on assembly line format, wherein the customers had the option to customise 'one of the menu's signature pizzas or make their own pizza'. The customers also had the choice to select from a wide range of fresh, artisanal toppings at no extra cost. Blaze offered 11-inch pizza at USD6.85 while its plain cheese pizza was priced at just USD5. In Chicago, Blaze partnered with Levy Family partners to develop the brand. Along with this, Blaze was backed by NBA star LeBron James (James) as an investor since its launch in 2012. Blaze also made a multi-year endorsement deal with James to promote the brand. In 2017, the company planned for overseas expansion and joined hands with MH Alshaya Co to grow around 100 Blaze restaurants in Northern Africa and the Middle East. The company further aspired to develop more than 400 additional pizzerias across the US, Canada, the Middle East and North Africa. In 2017, the system-wide sales revenue of Blaze Pizza was USD279 million, registering a growth of 51% compared to 2016. Despite various efforts, industry observers were cynical about the success of Blaze Pizza amid stiff competition from brands like McDonald's. Would Blaze Pizza be able to achieve sustainable sales growth amid rapid expansion plans in the coming years?
Subject category:
Strategy and General Management
Published by:
Amity Research Centers
Length: 5 pages
Data source: Published sources
About
Abstract
Blaze Pizza (Blaze) was founded in 2011 by Rick and Elise (Elise) Wetzel (Founders of Wetzel's Pretzels). Blaze Pizza worked on assembly line format, wherein the customers had the option to customise 'one of the menu's signature pizzas or make their own pizza'. The customers also had the choice to select from a wide range of fresh, artisanal toppings at no extra cost. Blaze offered 11-inch pizza at USD6.85 while its plain cheese pizza was priced at just USD5. In Chicago, Blaze partnered with Levy Family partners to develop the brand. Along with this, Blaze was backed by NBA star LeBron James (James) as an investor since its launch in 2012. Blaze also made a multi-year endorsement deal with James to promote the brand. In 2017, the company planned for overseas expansion and joined hands with MH Alshaya Co to grow around 100 Blaze restaurants in Northern Africa and the Middle East. The company further aspired to develop more than 400 additional pizzerias across the US, Canada, the Middle East and North Africa. In 2017, the system-wide sales revenue of Blaze Pizza was USD279 million, registering a growth of 51% compared to 2016. Despite various efforts, industry observers were cynical about the success of Blaze Pizza amid stiff competition from brands like McDonald's. Would Blaze Pizza be able to achieve sustainable sales growth amid rapid expansion plans in the coming years?
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Subject category:
Strategy and General Management
Published by:
Amity Research Centers
Length: 5 pages
Data source: Published sources