Greenwich Pizza
Reclaiming relevance in a trend-obsessed pizza market
The Challenge
In a pizza market obsessed with novelty and price wars, how does a legacy brand stay top of mind?
A leading pizza brand in the Philippines has been a household name for decades. But the familiar is also often the most forgettable. Newer, flashier competitors were stealing attention with bold flavours, limited editions, and promotions. The challenge wasn’t awareness, it was relevance – what is the place of the brand in this shifting landscape, and how can it reclaim this spot without chasing every trend or discount war?
The Approach
Instead of following the crowd, we asked: when and why does pizza matter – and why would people choose our brand?
We explored everyday consumption moments, social sharing and taste perceptions to uncover opportunities beyond novelty, focusing on emotional and experiential relevance.
Focus groups – to explore pizza occasions and why it matters more than other foods, and to understand what drives choice for our brand in particular
Taste tests – to benchmark ourselves against competitors, uncovering our real taste strengths and weaknesses
Quantitative assessment – to validate key drivers of preference and brand relevance
Attribution tracking model – a key differentiator, mapping how consumers associate top brands across taste, emotional relevance, identity and social fit, revealing the white space our brand can own.
Key Insights
-
Cravings as an untapped opportunity for pizza to own
While pizza is traditionally associated with group meals and celebrations, Gen Zs also crave it in smaller, everyday moments. These solo or mini occasions represent a clear growth opportunity the brand can own.
-
Pizza is chosen for comfort, not refinement
Consumers prioritise comfort and familiarity over sophistication. Taste expectations are simple, with reliability and satisfaction matter more than experimentation or novelty.
-
Nostalgia is a powerful white space opportunity for the brand
Nostalgia deepens comfort and emotional connection. Already associated with being uniquely local, the brand can expand its mental space by owning nostalgia and everyday craving moments, turning familiarity into preference.