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Challenging the QSR Status Quo: Insights from Toppers Pizza VP, Greg Wold
Innovative Menu Strategies, Consumer-Centric Approach and Technology Investments
Fast Casual Nation is the industry's longest-running podcast celebrated for its innovative and insightful discussions that are helping to shape the future of food and dining. Our latest guest, Greg Wold, Vice President of Marketing at Toppers Pizza, Inc., brings his 20-year experience in the food service industry, including stints at QSR heavyweights such as Jimmy John's, Jersey Mike's Subs, and Buffalo Wild Wings, to our conversation.
Our dialogue traverses Wold's professional journey from agency to client-side roles, and delves into Toppers Pizza's distinctive position in the QSR pizza sector, driven by its mantra, "QSR's most crave-worthy pizza." Discover how the company's innovative approach to pizza has kept it ahead of its time, offering unique toppings and recipes usually not found in the QSR category.
We delve into the effects of the rising trend of upscale fast casual dining on the QSR pizza market and how this shift is influencing consumer expectations. Learn how Toppers views this shift as an opportunity to merge speedy delivery with a diverse menu that meets the needs of an evolving marketplace.
From the influence of delivery aggregators to the trend from delivery orders to pickups, hear about how Toppers is adapting to the dynamic landscape of QSR and fast casual dining. Wold also shares the company's journey towards menu innovation, underscored by the recent appointment of a director of Menu Innovation and Culinary to incorporate a more formal, food science approach to future offerings.
Tune in to discover how Toppers is shaking up the QSR scene, appealing to the refined tastes of the younger generation, and redefining what we should expect from QSR pizza. We also discuss the importance of consumer trends, menu innovation, and marketing strategies, using Toppers Pizza as an illustration.
Hear about the company's strategic menu innovation process that has kept them ahead of industry trends. Learn about their consumer-centric approach, which takes into account consumer preferences to introduce successful offerings like the walking taco pizza, which quickly became their fourth highest-selling pizza.
Wold sheds light on how Toppers is focusing on customer loyalty, creating a loyalty program for direct communication with consumers, offering personalized incentives and rewards. We wrap up the discussion focusing on the role of technology in the fast-casual dining competition, with Toppers heavily investing in proprietary software and an extensive IT department to maintain quick service while offering high-quality food options. Don't miss out on this enlightening conversation!