2024-04-18 16:09:29
The adventure with frozen pizzas sold in grocery stores since September last year will ultimately not go any further for Pizza Salvatoré, already when the shareholders were divided on the matter.
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The family business announced that it was gradually withdrawing from this market. Last September, the chain introduced three varieties of frozen pizza to grocery stores.
According to Élisabeth Abbatiello, vice president of Communications and Outreach, who relied on frozen pizza in the family clan, the sales were there. It is rather a matter of image that the company has chosen to take a step back.
“We spent a very long time developing the product. In our opinion, it was the best frozen product on the market. On the other hand, it is definitely far from a pizza fresh out of the oven. […] This is not the experience we want people to have of us,” explained Abbatiello.
“For my part, I found that it gave great visibility in every city in Quebec, but my brother Sébastien didn’t want the first contact, for customers who don’t know us, to be with frozen pizza.”
Gradual withdrawal
To adjust its strategy, the company decided to gradually sell its pizzas in grocery stores.
“Our food manufacturer and distributor have known about this for a few weeks now. For them, it’s a disappointment, because it’s a product that sold very, very well, she added.
Within a few months, the number of sales points increased from 200 to 400 in Quebec, says Abbatiello, testifying to the enthusiasm for the products offered that were the subject of negotiations to enter Costco.
“Our distributor was in negotiations with large retailers, and we were hesitating whether to enter or withdraw from the market. Since the beginning, it has been a subject that has been mixed in the family. Of course, it’s a bit of a shame to withdraw a product that sells well.”
For his brother Sébastien, “the importance of fresh ingredients and ready to eat in the culinary experience […] is crucial.”
“Our goal of making our pizzas known in markets where we are not yet established has been achieved, but it is clear that we must maintain the pace and continue to open new restaurants in as many cities and regions as possible in Quebec”, he said on social networks.
Far from being considered a failure, this adventure will have been profitable for the family business by making itself even more famous.
“It’s a matter of staying true to our values, which is to offer our customers pizza fresh out of the oven,” Abbatiello continued.
The family business is flourishing. In 2019, the goal was to have 50 restaurants in the network by 2024. Finally, after one year, the goal was revised and the company believes they will be able to reach 100 restaurants this year. The channel will reach this goal next September. Currently, the company has 83 Pizza Salvatoré restaurants and nine Toplà restaurants. The business model is based on the participation of 75% of the franchisees.
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