Pezzo Pizza

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Photo from Great New Places.

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

Chiang Zhan Xiang pictured in 2015. Photo credit to The Straits Times.

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

The storefront of a Pezzo Pizza kiosk in Singapore. Photo from CapitaLand.

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 has 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]

References/ Citations

  1. ↑ "Our Story". Pezzo Group. Accessed on 16 June 2020.
  2. ↑ Lai, Leonard. "Slices of success". The Straits Times. October 30, 2015. Accessed on 16 June 2020.
  3. ↑ "Our Brands". Pezzo Group. Accessed on 16 June 2020.
  4. ↑ Chong Koh Ping. "Pezzo hungry for a slice of regional, China pies". The Straits Times. December 2, 2015. Accessed on 16 June 2020.
  5. ↑ Chong Koh Ping. "Pezzo hungry for a slice of regional, China pies". The Straits Times. December 2, 2015. Accessed on 16 June 2020.
  6. ↑ Chong Koh Ping. "Pezzo hungry for a slice of regional, China pies". The Straits Times. December 2, 2015. Accessed on 16 June 2020.
  7. ↑ Chong Koh Ping. "Pezzo hungry for a slice of regional, China pies". The Straits Times. December 2, 2015. Accessed on 16 June 2020.
  8. ↑ Lee, Anna. "Win-win partnerships in tourism". The Business Times. February 13, 2012. Accessed on 16 June 2020.
  9. ↑ Lai, Leonard. "Slices of success". The Straits Times. October 30, 2015. Accessed on 16 June 2020.
  10. ↑ Lee, Anna. "Win-win partnerships in tourism". The Business Times. February 13, 2012. Accessed on 16 June 2020.
  11. ↑ "TAP YOUR WAY THROUGH A FUN-FILLED HOLIDAY WITH THE GO SINGAPORE PASS". EZ-Link. January 26, 2011. Accessed on 16 June 2020.
  12. ↑ "Overall Winners of the Entrepreneur of the Year Award 2015 announced". Entrepreneurs' Digest. November 27, 2015. Accessed on 16 June 2020.
  13. ↑ Chong Koh Ping. "Pezzo hungry for a slice of regional, China pies". The Straits Times. December 2, 2015. Accessed on 16 June 2020.
  14. ↑ Wong Kai Yi. "Having your slice and eating it too". The Business Times. November 1, 2016. Accessed on 16 June 2020. Retrieved from AsiaOne.
  15. ↑ Wong Kai Yi. "Having your slice and eating it too". The Business Times. November 1, 2016. Accessed on 16 June 2020. Retrieved from AsiaOne.
  16. ↑ "Pezzo". The Halal Food Blog. October 27, 2013. Accessed on 16 June 2020.
  17. ↑ "Pezzo Pizza Singapore – Happy Pizzas For Deliveries". DanielFoodDiary. December 4, 2013. Accessed on 16 June 2020.
  18. ↑ "From pizza by the slice to Adam Road nasi lemak". The Business Times. September 18, 2015. Accessed on 16 June 2020. Accessed from AsiaOne.
  19. ↑ Pezzo Pizza SG. "Our Stores". Facebook. Accessed on 16 June 2020. Retrieved from: https://www.facebook.com/pg/PezzoPizzaSG/locations/?ref=page_internal
  20. ↑ 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/
  21. ↑ pezzopizzasg. Instagram. October 4, 2013. Accessed on 16 June 2020. Retrieved from: https://www.instagram.com/p/fCl5-0zAqd/
  22. ↑ Medoza, Don. "Local pizza brand Pezzo debuts in the Middle East". Today. September 9, 2016. Accessed on 16 June 2020.
  23. ↑ Chong Koh Ping. "Pezzo hungry for a slice of regional, China pies". The Straits Times. December 2, 2015. Accessed on 16 June 2020.
  24. ↑ "Pezzo Pizza debuts in Brunei". Retail Asia. December 13, 2018. Accessed on 16 June 2020.
  25. ↑ "Pezzo Pizza is selling by the slice in Cambodia". Retail News Asia. May 15, 2018. Accessed on 16 June 2020.
  26. ↑ "Award-Winning Pezzo Pizza Lands in Phnom Penh". Khmer Times. May 11, 2018. Accessed on 16 June 2020.
  27. ↑ Sylviana Hamdani. "Pezzo Pizza Features Unique Indonesian Flavors". Jakarta Globe. May 24, 2017. Accessed on 16 June 2020.
  28. ↑ Wong Kai Yi. "Having your slice and eating it too". The Business Times. November 1, 2016. Accessed on 16 June 2020. Retrieved from AsiaOne.
  29. ↑ Medoza, Don. "Local pizza brand Pezzo debuts in the Middle East". Today. September 9, 2016. Accessed on 16 June 2020.
  30. ↑ Pezzo Pizza TH. "About". Facebook. Accessed on 16 June 2020.
  31. ↑ "Pezzo Pizza Myanmar". Facebook. Accessed on 16 June 2020.
  32. ↑ Foodie Myanmar. "A Look at Rangoon’s Best Neighborhood Pizza Joints". The Irrawaddy. July 11, 2016. Accessed on 16 June 2020.
  33. ↑ "Pezzo Pizza Philippines". Facebook. Accessed on 16 June 2020.
  34. ↑ 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.
  35. ↑ Chong Koh Ping. "Pezzo hungry for a slice of regional, China pies". The Straits Times. December 2, 2015. Accessed on 16 June 2020.
  36. ↑ "Pezzo - Promising Franchisor Of The Year". FLA Awards. Accessed on 16 June 2020.
  37. ↑ 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
  38. ↑ "Pezzo". Hjgher Studio. Accessed on 16 June 2020.
  39. ↑ 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.
  40. ↑ Yip, Jieying. "Pezzo Launching Halal Hainanese Chicken Rice Pizza". 8 Days. November 23, 2018. Accessed on 16 June 2020.
  41. ↑ Sylviana Hamdani. "Pezzo Pizza Features Unique Indonesian Flavors". Jakarta Globe. May 24, 2017. Accessed on 16 June 2020.
  42. ↑ "Sazali Ahmad". LinkedIn. Accessed on 16 June 2020.
  43. ↑ Felix, Charisma. "5 Brands that Succeeded in Facebook Marketing". oom. August 7, 2019. Accessed on 16 June 2020.
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