Brand Repositioning:
Four Star Pizza competing for Mind-Share
The Company
The first Four Star Pizza store opened in 1986, and they now operate nationwide. The Four Star Pizza Group approached us as they were competing for mind-share in the fast-food market. Our marketing research highlighted that there was little differentiation between fast-food pizza brands and, crucially, the unique brand benefits of Four Star (fresh dough and ingredients) were not known. www.fourstarpizza.ie
The Project & Scope
The Four Star brand identity was jaded, and despite its considerable brand awareness, it had little distinctiveness in the marketplace and was losing out on sales. Differentiation for a brand yields long-term gains and so we set about reinvigorating the Four Star Pizza brand.
The Outcome
From our consumer research, we spotted an opportunity for the Four Star brand to own the ‘authentic New York Pizza’ space. Though other brands played on the American theme, none delivered the boisterous and magnetic cultural experience of New York City life. With in excess of €0.5 million invested, we developed a fresh strategic approach, celebrating real pizza and inserting lots of NYC attitude into the brand. Not wanting to deviate far from the original logo, we evolved it by giving it a ‘tough New York look’. This concept was extended to the restaurant design where exposed brick, neon lights and graffiti-style graphics set the NYC feel. We created a new language-style for the brand, using punchy slogans such as “You wanna pizza this?” and trained staff to ‘live’ the new brand identity. Our brand development was rolled out across the store designs, mobile catering vehicles, website and menu design, as well as packaging. This distinctive brand now has lots of customer appeal and sets the standard for style, service and taste in the fast-food pizza market.
