Pizza Pizza

Pizza Pizza Ltd. is a franchised Canadian pizza quick-service restaurant with its headquarters in Toronto, Ontario.[1] Its restaurants are mainly in the province of Ontario while others are located in Quebec, Nova Scotia, and western Canada. Franchises in western Canada are mostly run through Alberta-based subsidiary Pizza 73. It has over 500 locations, including over 150 non-traditional locations.

This article is about the Canadian restaurant franchise. For the American restaurant franchise which uses "Pizza! Pizza!" as its slogan, see Little Caesars.
Pizza Pizza Ltd.
TypePrivate, with publicly traded royalty income fund
TSX: PZA
Industry
GenrePizzeria
FoundedDecember 31, 1967 (1967-12-31)
FounderMichael Overs
HeadquartersToronto, Ontario, Canada
Area served
Key people
Paul Goddard (CEO)
Products
SubsidiariesPizza 73
Websitewww.pizzapizza.ca
A Pizza Pizza restaurant on 55 Danforth Avenue in Toronto
Pizza Pizza in Markham

History

The chain was founded by Michael Overs, who opened the first location on December 31, 1967, at the corner of Wellesley and Parliament Streets in Toronto. He owned the chain until his death in 2010. It expanded throughout the Toronto area in the 1970s, and throughout the rest of Ontario throughout the 1980s and 1990s.

The chain opened its first locations in Quebec in the mid-1980s, but withdrew after a few years. It returned to the province, in Gatineau, in March 2007. Locations were opened in the Montreal area in late 2007 in the boroughs of Notre-Dame-de-Grâce and Pierrefonds-Roxboro.

Pizza Pizza began to expand significantly outside Ontario during the 2000s. In its 2005 initial public offering filings, the chain announced it would consider expansion in western Canada, potentially including purchasing existing local chains. This led to a June 2007 agreement to purchase Alberta-based Pizza 73. As well, in October 2006, the company announced it would expand in the Quebec market,[2] beginning with sponsorship of the Montreal Canadiens.[3] The chain expanded to the British Columbia Lower Mainland in 2009, however all locations closed (Pizza 73 already had a location in Prince George in the B.C. Interior), and soon after added locations in Manitoba and Saskatchewan. The chain returned to Vancouver in 2018.[4] Pizza Pizza opened its first store in Halifax, Nova Scotia in June 2010.[5]

Major southern Ontario competitors include Pizza Hut, Domino's Pizza, Little Caesars, Gino's Pizza, Mamma's Pizza, Papa Johns, Pizzaiolo, 241 Pizza, Double Double Pizza, and Pizza Nova. Two other major Canadian chains, Greco and Panago, which have a presence similar to Pizza Pizza in Atlantic and western Canada, respectively, have entered the Ontario market. In Montreal, Quebec, its competitors are Mikes, Pizza Hut, and Double Pizza.

Marketing techniques

Pizza Pizza is known for the chain's phone number, XXX–1111. The company claims that its early adoption of the centralized single-number ordering system, and its subsequent use and heavy promotion of this rhyming phone number, helped the chain to expand throughout Ontario.

A central local number is used for all locations until it becomes a long-distance call. In other cities, local numbers are requested with the "11-11" suffix to match the standard jingle[6] in the chain's radio advertisements. Pizza Pizza has registered "967–1111" and variants as trademarks.[7]

Unaffiliated U.S. pizza chain Little Caesars is forbidden from using its "Pizza! Pizza!" slogan in Canada due to Pizza Pizza's slogan registered as a trademark from JAD Productions Corporation. Instead, Little Caesars uses "Two Pizzas!" or "Delivery! Delivery!," "Quality! Quality!" and other two-word combinations.

See also

References
  1. "Pizza Pizza Limited". www.bloomberg.com. Retrieved 2018-12-10.
  2. "Pizza Pizza hopes to score in Quebec with help from Montreal Canadiens » Media in Canada". mediaincanada.com. Retrieved 2018-12-10.
  3. "Pizza Pizza to sponsor Montreal Canadiens, ramps up franchise growth". www.pizzamarketplace.com. 2006-10-16. Retrieved 2018-12-10.
  4. William-Ross, Lindsay (2018-09-18). "Pizza Pizza announces 6 more Metro Vancouver locations of popular Toronto chain". Vancouver Is Awesome. Retrieved 2018-12-10.
  5. "Pizza Pizza docks in Halifax". Canadian Pizza. 25 July 2010. Retrieved 3 November 2020.
  6. "Pizza Pizza jingle". 2007-01-14. Archived from the original on 2007-01-14. Retrieved 2018-12-10.
  7. "967–1111" is registered in Canada under registration number TMA428709.
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