Sbarro's new pizza promo yields 100K new Facebook fans

 
Nov. 13, 2012

Sbarro introduced its new Neapolitan-style pizza recipe by giving away more than 35,000 free slices throughout October. The slices were delivered nationwide via branded 1940s pizza trucks.

To augment the "Slice of Italy Tour," Sbarro launched a 360-degree marketing campaign that included experiential, in-store, public relations and social media. As part of the effort, Sbarro significantly grew its social media presence, adding 100,000 fans to its Facebook page.

The new recipe is now available at more than 500 U.S. locations and features all-natural ingredients, including dough made from scratch daily, vine ripened, whole peeled tomatoes and freshly shredded whole milk mozzarella.

"We're incredibly proud of our new pizza recipe and we wanted to give consumers everywhere a chance to taste it first-hand. From coast-to-coast, the response has been overwhelmingly positive," said Jim Greco, CEO of Sbarro. "This launch is part of a larger strategy to take Sbarro back to its roots and to revisit the qualities that made us a leader – delicious Italian food made from quality ingredients and served in a warm and welcoming environment."

At the start of October, Sbarro conducted a shut-down across all U.S. locations to train team members. Sbarro team members received training on how to prepare the new pizza as well as a re-certification in the company's heritage, values and culture of hospitality.

As part of the "Slice of Italy Tour," Sbarro identified local food banks in every city visited, raising funds at each tour stop. Throughout the course of the tour, more than $6,000 was raised with 100 percent of the funds to be donated to the food banks.

"Since Sbarro first opened as an Italian Salumeria in Brooklyn in 1956, supporting our local communities has been a part of our DNA. With the 'Slice of Italy Tour,' we saw an opportunity to not only give consumers a chance to try our new pizza, but also to use the tour as a platform to showcase local food banks and help them combat the hunger crisis," said Tony Missano, president of Sbarro. "This reflects Sbarro's commitment to do our small part to help make every community where we do business a better place."

"This tour and the introduction of the new Neapolitan-style pizza recipe marks the start of an exciting new chapter in Sbarro's storied history. In just several weeks, the team has broken new territory on a number of fronts and this is just a first taste of what's to come as we continue to unlock Sbarro's potential," Greco added.

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Topics: Operations Management


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