Walking into a newly constructed or renovated Godfather’s Pizza Express, customers will notice a black, red and yellow awning, as well as wallpaper touting quality ingredients, reminiscent of an old, Italian restaurant – the inspiration for the new Godfather’s Pizza, Inc. (GPI) NTO décor.
“The new store décor is about embracing the time period that inspired our company, while staying consistent with our well-established identity,” said Dawn Drazdys, Vice President of Marketing.
A dimensional logo identifies the restaurant portion of the store, with the updated design playing a pivotal role in attracting millennials and making a fun, friendly dining experience for families. The goal is to establish repeat customers.
“The décor was designed to stand out in the crowd of items and brands being offered in NTOs,” said Drazdys.
New décor packages available for non-traditional units were on display at the GPI convention and many franchisees have already updated their stores.
Cooperative Gas & Oil Company Store Manager Lyn Reekers has received praise on the new look from customers since the convenience store opened over a year ago in Sioux Center, Iowa.
“The décor has helped. A lot of people notice Godfather’s Pizza now,” said Reekers. “It really gets their attention.”
Branded pizza has proven to boost sales. A National Association of Convenience Stores report found that pizza concepts have the highest average sales-per-square-foot at $794 – compared to the c-store foodservice industry average of $454. The NPD Group, a global information company, also found a 27 percent increase in pizza sales by c-store customers in 2015, with branded pizzas performing best.
Elliot Oil Co. Vice President and General Manager Andrew Woodward told Convenience Store News his company also noticed that the stores with QSR brands sell more than those with proprietary offerings. Elliott Oil Co. opened nine Godfather’s Pizza Express locations in 2009 and 2011.
As pizza becomes a profit center for convenience stores, it’s even more important to update with new store décor, which guarantees a fresh, well-branded look at an affordable price.
To learn more about store décor packages, contact David Gartlan at dgartlan@godfathers.com.
