Combining function and fun, Peter Piper Pizza is ranked among the top ten pizza restaurant chains in the United States. A 250-store restaurant and arcade chain, the company has been in operation nearly 30 years, with a focus on offering quality pizza at a fair price in a fun environment.
- To reposition the brand to more clearly differentiate it from the competition
- To create a new restaurant concept to support the new positioning and image goals
- Conducted qualitative research, including a thorough review of competitive environments to establish strategic goals and brand differentiators
- Developed a new positioning statement and image attributes to transform Peter Piper from a kiddie gaming venue that sells pizza, to a pizza restaurant that provides entertainment for the whole family
- Identified key strategic goals to implement the new positioning including the development of a casual dining atmosphere appropriate for the whole family, a focus on freshness and quality of food and a safe environment for kids to play
- Utilized a proprietary methodology, Customer Experience MappingSM to ensure a consistent expression of the brand throughout the entire restaurant experience, driving material, color, finishes, interior design, fixture and furniture decisions
- Structured a restaurant concept to accommodate both new facility "ground up" construction and retrofits at existing restaurant locations