Pezzo Pizza
Pezzo Pizza is a pizza chain founded and headquartered in Singapore. It is known for being the first in Singapore to sell pizza by the slice.[1] In 2015, Pezzo won an award in the Promising Brands category at the Singapore Prestige Brand Awards (SPBA).[2] As of June 2020, Pezzo Pizza is managed by the Pezzo Group, a food and beverage business that has several brands under its franchise. Some of these brands include CRAVE, Stuff'd Malaysia and Miam Miam.[3][4]
Background
Pezzo Pizza was founded in 2012 when the brand's owner introduced the single-slice pizza concept that was prevalent in the United States of America to the Singapore market.[5] Pezzo Pizza Singapore operates on a food-kiosk model. None of its stores in Singapore has an in-dining option.[6]
Founder
Pezzo was founded by Chiang Zhan Xiang who is the Director of Pezzo Group as of June 2020.[7] Zhan Xiang graduated from Singapore Management University (SMU) in 2009.[8][9] Before starting up Pezzo in late 2012, Zhan Xiang spearheaded an independent tourist service centre business called Travelmania.[10] He secured a partnership with EZ-Link which led to the launch of the Go Singapore Pass in 2011.[11] In 2015, Zhan Xiang was a winner in the New Entrepreneur category at the Entrepreneur of the Year Award for his achievements with Pezzo.[12] The award ceremony was graced by then Minister for Manpower, Lim Swee Say.
Origins
Pezzo's first kiosk was located in ION Orchard.[13] According to founder Zhan Xiang, the store was immediately well-received.[14] The Business Times reported in 2016 that the founders initially invested enough capital for the first five kiosks.[15] By 2013, Pezzo attracted the attention of media sites like The Halal Food Blog[16] and DanielFoodDiary[17] that provided favourable reviews of its products.
Business expansion
In an interview with The Business Times, founder Zhan Xiang shared that the food-kiosk model was more sustainable and profitable than the restaurant model with lower operational costs and potential for rapid expansion.[18]
Local expansion
As of June 2020, Pezzo has over 20 Halal-certified kiosks across Singapore that are located primarily in shopping malls.[19] Over the years, the brand has continued to renew its Halal status upon expiry of the previous certifications. Its latest known renewal was in September 2018.[20] In 2013, Pezzo received its first Halal certification from Majlis Ugama Islam Singapura (MUIS) for all of its outlets.[21]
Overseas expansion
Pezzo Pizza first expanded to Malaysia sometime in 2014.[22] In an interview with The Straits Times that was published in December 2015, founder Chiang Zhan Xiang shared that the brand had opened 25 kiosks in Malaysia in just about a year.[23] The following is a timeline of Pezzo Pizza's expansion overseas.
Year | Country | Refs. |
---|---|---|
2018 | Brunei | [24] |
Cambodia | [25][26] | |
2017 | Indonesia | [27] |
2016 | Saudi Arabia | [28][29] |
Thailand | [30] | |
Myanmar | [31][32] | |
Philippines | [33][34] | |
2014 | Malaysia | [35] |
By 2015, Pezzo Pizza had also established a presence in China.[36] In 2016, Pezzo announced the opening of their 98th store in the country.[37]
Branding
Pezzo Pizza worked with the creative consultancy, Hjgher Studio to conceptualise its branding and storefront with the brand's slogan, "A Carnival in Every Bite" in mind.[38]
Local flavours
On top of their classic flavours, Pezzo Singapore has released innovative flavours ranging from Kaya Durian[39] to Hainanese Chicken Rice.[40] As of June 2020, Sazali Ahmad is Pezzo Pizza's regional head chef who is in charge of developing the brand's regional and limited edition flavours.[41][42]
Social media presence
Pezzo Pizza is active on social media and has gained a substantial online following over the years. As of June 2020, the brand has over 200,000 followers on Facebook where it announces product launches, promotions and other brand-related content.[43] In February 2020, Pezzo Pizza announced a 1-for-1 promotion for healthcare staff in Singapore as a token of appreciation for their work during the COVID-19 pandemic.[44]
References/ Citations
- ↑ "Our Story". Pezzo Group. Accessed on 16 June 2020.
- ↑ Lai, Leonard. "Slices of success". The Straits Times. October 30, 2015. Accessed on 16 June 2020.
- ↑ "Our Brands". Pezzo Group. Accessed on 16 June 2020.
- ↑ Chong Koh Ping. "Pezzo hungry for a slice of regional, China pies". The Straits Times. December 2, 2015. Accessed on 16 June 2020.
- ↑ Chong Koh Ping. "Pezzo hungry for a slice of regional, China pies". The Straits Times. December 2, 2015. Accessed on 16 June 2020.
- ↑ Chong Koh Ping. "Pezzo hungry for a slice of regional, China pies". The Straits Times. December 2, 2015. Accessed on 16 June 2020.
- ↑ Chong Koh Ping. "Pezzo hungry for a slice of regional, China pies". The Straits Times. December 2, 2015. Accessed on 16 June 2020.
- ↑ Lee, Anna. "Win-win partnerships in tourism". The Business Times. February 13, 2012. Accessed on 16 June 2020.
- ↑ Lai, Leonard. "Slices of success". The Straits Times. October 30, 2015. Accessed on 16 June 2020.
- ↑ Lee, Anna. "Win-win partnerships in tourism". The Business Times. February 13, 2012. Accessed on 16 June 2020.
- ↑ "TAP YOUR WAY THROUGH A FUN-FILLED HOLIDAY WITH THE GO SINGAPORE PASS". EZ-Link. January 26, 2011. Accessed on 16 June 2020.
- ↑ "Overall Winners of the Entrepreneur of the Year Award 2015 announced". Entrepreneurs' Digest. November 27, 2015. Accessed on 16 June 2020.
- ↑ Chong Koh Ping. "Pezzo hungry for a slice of regional, China pies". The Straits Times. December 2, 2015. Accessed on 16 June 2020.
- ↑ Wong Kai Yi. "Having your slice and eating it too". The Business Times. November 1, 2016. Accessed on 16 June 2020. Retrieved from AsiaOne.
- ↑ Wong Kai Yi. "Having your slice and eating it too". The Business Times. November 1, 2016. Accessed on 16 June 2020. Retrieved from AsiaOne.
- ↑ "Pezzo". The Halal Food Blog. October 27, 2013. Accessed on 16 June 2020.
- ↑ "Pezzo Pizza Singapore – Happy Pizzas For Deliveries". DanielFoodDiary. December 4, 2013. Accessed on 16 June 2020.
- ↑ "From pizza by the slice to Adam Road nasi lemak". The Business Times. September 18, 2015. Accessed on 16 June 2020. Accessed from AsiaOne.
- ↑ Pezzo Pizza SG. "Our Stores". Facebook. Accessed on 16 June 2020. Retrieved from: https://www.facebook.com/pg/PezzoPizzaSG/locations/?ref=page_internal
- ↑ Pezzo Pizza SG. Facebook. September 27, 2018. Accessed on 16 June 2020. Retrieved from: https://www.facebook.com/PezzoPizzaSG/posts/dear-friends-of-pezzowe-are-halal-certifiedpezzo-has-successfully-renewed-our-ha/1952592524786565/
- ↑ pezzopizzasg. Instagram. October 4, 2013. Accessed on 16 June 2020. Retrieved from: https://www.instagram.com/p/fCl5-0zAqd/
- ↑ Medoza, Don. "Local pizza brand Pezzo debuts in the Middle East". Today. September 9, 2016. Accessed on 16 June 2020.
- ↑ Chong Koh Ping. "Pezzo hungry for a slice of regional, China pies". The Straits Times. December 2, 2015. Accessed on 16 June 2020.
- ↑ "Pezzo Pizza debuts in Brunei". Retail Asia. December 13, 2018. Accessed on 16 June 2020.
- ↑ "Pezzo Pizza is selling by the slice in Cambodia". Retail News Asia. May 15, 2018. Accessed on 16 June 2020.
- ↑ "Award-Winning Pezzo Pizza Lands in Phnom Penh". Khmer Times. May 11, 2018. Accessed on 16 June 2020.
- ↑ Sylviana Hamdani. "Pezzo Pizza Features Unique Indonesian Flavors". Jakarta Globe. May 24, 2017. Accessed on 16 June 2020.
- ↑ Wong Kai Yi. "Having your slice and eating it too". The Business Times. November 1, 2016. Accessed on 16 June 2020. Retrieved from AsiaOne.
- ↑ Medoza, Don. "Local pizza brand Pezzo debuts in the Middle East". Today. September 9, 2016. Accessed on 16 June 2020.
- ↑ Pezzo Pizza TH. "About". Facebook. Accessed on 16 June 2020.
- ↑ "Pezzo Pizza Myanmar". Facebook. Accessed on 16 June 2020.
- ↑ Foodie Myanmar. "A Look at Rangoon’s Best Neighborhood Pizza Joints". The Irrawaddy. July 11, 2016. Accessed on 16 June 2020.
- ↑ "Pezzo Pizza Philippines". Facebook. Accessed on 16 June 2020.
- ↑ Cheng, Renz Kristopher. "Foodie Alert - Pezzo Pizza from Singapore Arrives in the Philippines". A not-so-popular kid. April 27, 2016. Accessed on 16 June 2020.
- ↑ Chong Koh Ping. "Pezzo hungry for a slice of regional, China pies". The Straits Times. December 2, 2015. Accessed on 16 June 2020.
- ↑ "Pezzo - Promising Franchisor Of The Year". FLA Awards. Accessed on 16 June 2020.
- ↑ Pezzo Pizza SG. Facebook. October 31, 2016. Accessed on 16 June 2020. Retrieved from: https://www.facebook.com/PezzoPizzaSG/posts/1214023305310161?comment_id=1214061658639659&comment_tracking=%7B%22tn%22%3A%22R%22%7D
- ↑ "Pezzo". Hjgher Studio. Accessed on 16 June 2020.
- ↑ Ho, Jovi. "Think cheese is smelly? How about a Mao Shan Wang durian pizza with kaya?". Channel News Asia. January 22, 2019. Accessed on 16 June 2020.
- ↑ Yip, Jieying. "Pezzo Launching Halal Hainanese Chicken Rice Pizza". 8 Days. November 23, 2018. Accessed on 16 June 2020.
- ↑ Sylviana Hamdani. "Pezzo Pizza Features Unique Indonesian Flavors". Jakarta Globe. May 24, 2017. Accessed on 16 June 2020.
- ↑ "Sazali Ahmad". LinkedIn. Accessed on 16 June 2020.
- ↑ Felix, Charisma. "5 Brands that Succeeded in Facebook Marketing". oom. August 7, 2019. Accessed on 16 June 2020.
- ↑ Pezzo Pizza. Facebook. February 12, 2020. Accessed on 16 June 2020. Retrieved from: https://www.facebook.com/PezzoPizzaSG/photos/a.576695449042953/2841188402593635/?type=3&theater