Sbarro Family of Brands

Situation

Sbarro was founded more than 60 years ago and is currently the 6th largest pizza chain in the world. As the undisputed leader in the “pizza-by-the-slice” category and featuring over 800 eateries in 40 countries, Sbarro is an iconic brand known worldwide for high quality, great tasting pizza. With recent updates to their recipes, the introduction of “open-flame” pizza ovens, a brand new cutting-edge store design, and the development of a new Off Mall concept, Sbarro is poised for continued growth as the preeminent fast-casual Italian concept.

Pizza Cucinova and Cucinova are the newest fast casual Italian restaurant concepts developed by Sbarro to serve a growing market. These concepts offer high-quality, create-your-own Neapolitan-style pizzas, salads and pastas and focus on high quality ingredients, a fun atmosphere and healthy, unique offerings.

Challenge

Sbarro, Off Mall Sbarro, Pizza Cucinova & Cucinova needed help growing and shifting their messaging and materials to fully represent brand essence and meet the current needs of their consumers. All brand elements (menu boards, advertising, franchise recruitment materials or tradeshow collateral) needed to be consistent and engaging in order to communicate the growth and excitement of the evolving brands.

Solution

As a result of Summerfield successfully supporting efforts to create a strategy to simplify their menu boards and ordering process for Pizza Cucinova and Sbarro, additional assistance was requested to develop a strategy and materials for the entire Sbarro family of brands.

Across all four brands, Summerfield developed winning solutions for Brand Strategy, Environmental Graphics, Signage, POP, Collateral, OOH, Trade Show, Advertising and Packaging. With the new strategy, messaging and materials, Summerfield was able to help Sbarro introduce the evolved Sbarro and Off Mall Sbarro brands, as well as the new Pizza Cucinova and Cucinova brands to audiences of potential investors, customers, franchisees and employees, promoting growth and garnering new consumer generated interest around the globe.

Services

Brand Strategy
Environmental
Signage
POP
Collateral
Social Media

Result

The new signage was met with excitement and enthusiasm, both by Pizza Cucinova customers and employees. The streamlined, simplified concept has created a smooth flow for customers as they order and reinforced the brand emphasis on high-quality ingredients.

All