Is there room for a new pizza concept in the crowded and competitive pizza category? The answer is yes if you are Blaze Pizza, a modern day “pizza joint” serving up custom-made artisanal pizzas cooking in 180 seconds and for under eight dollars. Canvas Blue was challenged to help drive awareness for this concept, drive store sales growth and interest among potential franchisees.
Taking full ownership of the media and public relations, Canvas Blue identified media outlets that would reach both consumers and potential franchises. By feeding stories – and media – the team secured feature stories in Bloomberg Businessweek, Inc. Magazine, Forbes and with national broadcast including Good Morning America Live, Bloomberg Surveillance and Fox Business, where anchors frequently cited Blaze as “The Next Chipotle”. Canvas Blue also developed a turn-key solution to new store openings, driving local media coverage and building a fan base.
Canvas Blue’s work has resulted in more than 5,000 franchise inquiries, and Blaze Pizza has “sold out” the country, securing multi-unit developments with experienced franchisees.
In new markets, Canvas Blue continues to drive grand opening coverage and sustained awareness for restaurants via print, broadcast, online and social media. From August 2014 to August 2015, Blaze Pizza’s third full year of operation, system-wide sales grew to $70.3 million, an increase of 350% over system-wide sales of $15.6 million in year two, with a new restaurant opening every five days.