Pizza Delight’s New Prototype Delights Consumers, Franchisees
Well-known for its East-Coast friendliness and Italian-inspired menu of pizza, pasta and salads, Pizza Delight started out as a small take-out restaurant in New Brunswick and is now one of the most profitable family restaurant chains in the country.
As competitive threats emerged in its core markets, Pizza Delight recognized the need to redefine its consumer experience and brand personality, and to better leverage its equities in new regions. Shikatani Lacroix was retained for the challenge, with the task of designing a new restaurant prototype to reflect the renewed brand identity.
As Pizza Delight is predominantly a franchise-based company, incorporating the friendly nature and capable talents of its franchisees was critical in creating a cost-effective new consumer experience. The new prototype had to effectively compete with larger chains, and needed to consider not only a new brand experience, but also new food offerings including additional premium wines and signature desserts. The design outcome needed to highlight Pizza Delight’s Canadian roots and steer away from a fast-food image.
Analysis and brainstorming sessions showed a marketplace need for a pizza-anchored chain with higher-quality food offerings and a relaxed environment for families and couples. SL developed a range of concepts and applied them to online studies to identify and meet consumers’ unfulfilled needs. Prototype drawings leveraged a new identity and reinforced a higher-quality image.
The exterior design uses cultured stone and unique awnings to emphasize windows and the main entrance. Signage and lighting provide strong curb appeal at night and promise a more intimate and casual dining experience. Inside, customers are greeted by a wine display that reinforces Pizza Delight’s commitment to a great wine selection.
Wood floors and cultured stone ensure the new interior is warm and welcoming, and ties in with the exterior. A unique open kitchen featuring a gas-fired brick oven serves as the focal point. New paintings on Pizza Delight’s signature octagon pizza box depict local landmarks, reflecting strong community spirit. Design elements are carried through the new menu as well.
The new Pizza Delight prototype restaurant opened to rave reviews from both the surrounding community and the restaurant’s franchisees. Sales have greatly increased, and customers have embraced the new brand identity and menu offerings.