Marketing

Pita Pit rebranding

Photo: Pita Pit

April 15, 2024

Pita Pit, a Mediterranean concept specializing in made-to-order pita sandwiches based in Coeur d'Alene, Idaho, is rebranding to restore its former cult following by introducing a modernized restaurant design and drive-thru business model, a reimagined menu, technological upgrades and a new logo, said CEO Peter Riggs.

"As we embark on this exciting journey of transformation, we are attuned to the evolving needs of our consumers," he said in a company press release. "Today, more than ever, there is a demand for fast, convenient, and health-conscious food options. Our rebrand reflects an unwavering commitment to meeting these demands head-on, offering not only delicious pitas, but a fast-food experience that aligns seamlessly with modern lifestyles."

The drive-thru model gives franchise partners more real estate options, as the smaller footprint of about 800-1,000 square feet can flex to fit into a variety of layouts. The smaller option, created to accommodate more delivery and pick-up orders, will also reduce the breadth of franchisees' financial commitment

Pita Pit is also rolling out a full technological transformation, adopting the power of AI to create brand assets, while also providing franchisees with tailored point-of-sale systems and comprehensive training to optimize efficiency and customer service, Riggs said. For consumers, the chain's app simplifies ordering, offering customization options, straightforward payment and order tracking for a seamless experience.

Pita Pit has 75 locations, including locations in Hawaii and Alaska, and is focused on expanding the brand across the U.S.