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The
U.S.-based chain Pizza Fusion tore through the soft American economy with a 700%
growth spurt in 2008, reports QSR magazine. It seems contrary that a brand whose core mandate is
a gourmet finesse of the highest quality ingredients and experience is booming
in such a speculatively wallet wilting time.
The chain’s prices aren’t available on their online menu,
but the bevy of organic ingredients, expensive cheeses and free-range meat can’t
be cheap.
Two major themes dominated the foodservice industry in North America last year.
Firstly, the economy is probably in the toilet for a while so brace for the flush. Secondly, now more
than ever, customers are interested in fresh, organic, local and clearly pricey
ingredients. While Canadian pizzerias search for cheese substitutes to counter
the hikes instituted by the Canadian Dairy Commission, research is indicating
many consumers would probably like see buffalo milk provolone affumicato from southern Italy on the menu (preferably
while in Italy overlooking a vineyard).
The current trends and market realities seem completely
conflicting, but what they actually represent are increasingly niche customers.
As media and internet continue to cater to individual tastes, groups in society
once loosely segmented become sub-segmented over and over. The food movement is
one of the fastest growing clubs in North America, but they aren’t the only ones
buying pizza, not by a long shot. Know who your existing customers are and what
they want before dispanding to chase the lucrative foodies. While they are growing rapidly in numbers, they can be an expensive palette to please.
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