Does the world need another pizza brand? No.
Does the world need a better pizza brand? Absolutely.
With that simple-yet-audacious premise in mind, I decided to send a shot across the bow of corporate pizza mega-chains. But how? With these brands so dominating the market, what possible angle could I leverage to make a niche of my own?
This story started a few years ago, but in on sense, the journey actually began nearly 30 years ago when I first entered the restaurant industry at the tender age of ten, working in the family restaurant.
I inherited my family’s passion for running restaurants, later helping them operate different concepts. But throughout my varied restaurant experiences, the fun and variety of pizza always held a special place in my heart. I decided that when it was time to launch my own venture, I would focus on this wildly popular food. But good food and good service wouldn’t be enough. To succeed, I knew I must devise a strategy that played to my strengths.
Over a period of weeks, I rolled around a number of promising ideas, but the overall plan wouldn’t coalesce. Finally, after an exhausting day of planning, I decided to unwind by watching a pirate action movie. As a climactic scene unfolded when a smaller ship outmaneuvers a bigger but slower ship, the answer hit me with a thunderous boom of cannon fire.
The answer lay in not being bigger, but in being better. I decided my pizza concept would set itself apart within the crowded marketplace with four strategic differences . . .
First, the restaurant would use better ingredients; made-from-scratch marinara and meat sauces, premium Deli meats, superior grade cheeses, and cooked-to-order Italian sausage.
Second, bigger portions. Generous amounts of hand-tossed dough in each pizza that make for a bigger pie. Toppings that cover the entire surface of the pizza.
Third, this restaurant would offer a wide ranging menu of quality, big-portioned foods that complimented pizza: pasta dishes, salads, buffalo wings, calzones, and desserts.
Finally, this pizza joint would have a fun, themed atmosphere whose edgy branding appealed to a youthful market and whose quality and portions appealed to families. But what to name this new upstart brand? This time, the answer came immediately: Buccaneer Pizza