Ontario pizza chain Pizzaiolo rebrands

Toronto – Ontario pizza chain Pizzaiolo has rebranded and redesigned its restaurants to focus on the craft of pizza making.

Pizzaiolo, which has 40 restaurants in Ontario serving gourmet-style pizzas, has opened three new branded locations and plans to renovate its remaining 38 locations by 2020.

The objective of the rebrand was to refresh the concept’s identity to better reflect its positioning of higher quality, authentic, gourmet pizza, said a news release from Good&Ready, the Toronto advertising agency that did the rebranding work.

“Pizzaiolo makes their sauce and dough fresh daily, so we wanted the new brand to reflect the craft that takes place in the restaurant every single day,” said Alan Madill, co-founder of Good&Ready.

The redesign of the restaurant puts the pizza making on display by moving the preparation area to the front of the store. “It’s important for people to see the care and quality that goes into our pizza making,” said Ron Craig, chief operations officer of Pizzaiolo.

The first restaurant location to receive the makeover is on Queen Street East.

The Ontario chain was founded in 2000 by Luigi Petrella, a third-generation pizzaiolo. Petrella’s grandparents had a restaurant in Montorio, Italy. Later his parents came to Canada in the 1960s and opened their pizzeria in north Toronto.