Hide Folder Information Group Category Assignment Groups Group Name Group 2 Instructions Famosos Marketing Strategy A pizza on a plateDescription automatically generated with medium confidence Famoso Neapolitan Pizzeria was founded on the passion for authentic, fire-roasted pizzas from Naples, Italy. Whether you eat it on the streets of Naples, or inside Famoso Neapolitan Pizzeria, experiencing authentic Neapolitan pizza is an unforgettable experience. The business concept was originally a franchised fast casual pizzeria that offers authentic Neapolitan pizzas, fresh salads, espresso, and gelato/desserts in a counter-ordering format with added service. The company transitioned to a full-service model in 2015 and now falls into the casual dining or premium casual segment. The stores provide atmosphere and style, allowing for a comfortable meal whether its a quick lunch or a wine-filled evening. The competitive advantage of Famoso is the following: its pizza-making process adheres, passionately, to the strict standards of the Associazone Verace Pizza Napoletana. Famoso imports flour and tomatoes directly from Naples, and every pizza is topped with fior di latte (fresh whole milk mozzarella). Famoso imports bell-shaped fire ovens from Italy that cook the pizza at 900F in 90 seconds. After being cooked in the fire oven for 90 seconds, the final thin-crust pizza cannot be compared to any pizza available on the market today. The pizza is light, both soft and crispy, and because of the low levels of gluten in the flour, allows consumers to easily digest the meal and feel great. Famosos marketing strategy focuses on guest experience in the restaurant, or what the company calls four-walls marketing. It emphasizes marketing inside the restaurant, as the hour-and-a-half to two-hour consumer experience in the restaurant is critical to the success of Famoso. It is a company priority to provide an excellent guest experience when it comes to food quality, excellent service, and a memorable atmosphere. The goal is that the guest leaves happy, something that seems easier said than done. Some of the key marketing metrics Famoso uses to measure effectiveness are word-of-mouth, willingness to recommend, and return on investment (ROI). Marketers segment markets so that they can respond more effectively to the specific needs and wants of groups of potential buyers and thus increase sales and profits. Famoso Inc. leadership is not different. They have gone through a formal process of market segmentation, and the target market selected is defined as urban, suburban, family, young & hip, 1840-year-old, slightly skewed to females, and medium to high annual income. Although Famoso has a specific target market, the company suggests that their target is broader and what matters is how welcome consumers feel when visiting a Famoso restaurant. Famoso Neapolitan Pizzeria appeals to a wide array of customers. Couples sipping wine, families on a night out, single customers in for a quick meal, and customers buying takeout all enjoy quality products. Whether you eat it on the streets of Naples, or inside Famoso Neapolitan Pizzeria, experiencing authentic Neapolitan pizza is an unforgettable experience. There are only a handful of pizzerias in Canada providing authentic pizza according to the standards laid out by the Associazone Verace Pizza Napoletana. Once customers taste Famosos pizza, Famoso becomes a destination. To date, Famoso Neapolitan Pizzeria has been ranked as one of Canadas fastest-growing companies, by the PROFIT 500 guide. Famosos revenue growth in 2014, compared to 2007, was1250 percent, with approximate 2014 revenue of $2 to $4.9 million. Famosos owners have taken the Famoso franchise across Canada; there are currently over 25 franchises, in Alberta, British Columbia, Saskatchewan and Ontario. Famoso also has plans to open restaurants in the United States. Because of its results, Famoso received media attention from the Canadian Broadcasting Corporation (CBC). Also, Famosos pizzas have been ranked the best pizza in Edmonton by Avenue magazine; one of the most popular new restaurants in Toronto, Vancouver, and Edmonton by Urbanspoon 2012; and one of the five best gourmet pizzerias in Calgary by Where Alberta 2013.

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