V. Competitive Analysis
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Direct & Indirect Competitors
Pizza Garden
Pizza Garden was founded in 1988 and opened its first franchise a year later. Pizza Garden has nearly 14,000 restaurants, about 60% of which are in the United States. Similar to its competitors, the company focuses on a franchise model, with over 90.0% of Pizza Garden restaurants operating under franchise or license agreements.
Pizza Garden’s menu features a range of pizzas, offering a variety of toppings suited to local preferences and tastes. Many Pizza Garden locations also offer pasta and chicken wings. Pizza Garden offers casual dine-in, delivery and carryout.
City Pizzeria
Founded in 1985, City Pizzeria is one of the largest pizza restaurant chains in the United States. The company operates and franchises pizza delivery and carryout. The company operates in all 50 states and in 34 countries.
City Pizzeria’s menu includes pizza, and other side items such as breadsticks, cheese sticks, chicken wings and desserts, all made of quality ingredients on a consistent basis. The company’s quality control center system takes advantage of volume purchasing of food and supplies and provides consistency in fresh dough production. The company’s marketing strategy has increasingly been focused towards online and digital marketing in response to increasing consumer use of online and mobile technology.
Checkers Pizza
Checkers Pizza has grown to over 14,800 company-owned and franchised locations worldwide since its founding in 1960. Checkers Pizza operates in all 50 states and has locations in more than 70 countries. Furthermore, it is the second-largest pizza company in the world. Checkers Pizza sales are primarily generated through its pizza delivery business. As a result, the company focuses on securing its position within the industry by providing convenient store locations and an efficient supply chain.
Checkers Pizza’s menu varies regionally, but is primarily focused on Italian-American entrees and side dishes. They recently added artisan-style pizzas and added handmade pan pizza to their menu. They also have pasta, chicken, bread bowls, desserts and oven-baked sandwiches.
Competitive Pricing
| Small, one topping, pizza | Medium, one topping, pizza | Large, one topping, pizza | |
|---|---|---|---|
| Pizza Garden | $13 | $16 | $19 |
| City Pizzeria | $14 | $17 | $19 |
| Checkers Pizza | $15 | $18 | $20 |
Competitive Advantage
[Company Name] enjoys several advantages over its competitors. These advantages include:
- Location: [Company Name]’s location is near the center of town, giving us access to commuters going and leaving the train station, local office workers, students and passersby. We also offer adequate parking making it easy for customers to patronize us.
- Great service at an affordable price: The pizza restaurant will offer dine-in, home delivery and carry-out services, providing convenience to our customers and further extending our market reach.
- Management: Our management team has years of business and marketing experience that allows us to market to and serve customers in a much more sophisticated manner than our competitors.
- Relationships: Having lived in the community for 25 years, [Founder’s Name] knows all of the local leaders, newspapers and other influencers. As such, it will be relatively easy for us to build branding and awareness of our restaurant.
