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Alfred Blasko

Food Biz Operator, F&B Investor, and Flexible Foodie

#Pizza Warzone: How to Stand Out Without Getting Shot Down Too Soon You walk down the street, and there it is: a battlefield of pizza joints. Neon lights flash, delivery bikes zoom past, and every corner screams, "Pick me!" But here's the kicker – most of them are destined to fail. Because in this cutthroat world, it's not enough to just sling dough and cheese. You’ve got to be different. But not too different. Launching a new food joint is like stepping into a war zone. You need diners, and you need them fast. But with options at every turn, from the greasy dives to the glitzy gourmet spots, how do you make them notice you? Competition isn’t just fierce – it’s downright brutal. And comfort zones? Yeah, people don’t like to leave those. Ever. The solution? ... here is the hint: McKinsey & Company says, “When introducing a new product, it's essential to strike a balance between familiarity and innovation. Research indicates that a new product should be about 10% different from existing products to ensure it stands out without alienating consumers,” . Ipsos backs this up, noting, “People are generally resistant to change due to the psychological costs associated with it. However, slight variations—around 10%—can intrigue consumers without overwhelming them, thus encouraging them to switch from their usual choices.” I’m myself gearing up to launch an #IndianPizza brand. In this region, the big dogs, Pizza Hut and Domino’s, dominate every street corner and back alley. The question is, “How can we be 10% different from them?” Because if we're not different in some ways, then lots of smart people would whoop my ass. No doubt about that. So, what’s the secret sauce for all of us? We gotta start from the norm and add just a pinch of novelty. Let's start by looking at the local legends. How can we be 10% different? Maybe it’s the pricing – cheaper but still quality. Maybe it’s the toppings – something familiar but with a twist. Or perhaps it’s the ambiance – cozy and nostalgic with a modern edge. Hell, we might as well hire alien waiters if we must, but we ought to make sure it’s just enough to be noticed, not so much that it’s alienating. In this pizza warzone, 10% difference is our best weapon. It’s enough to get heads turning and to gain that critical initial traction. Baby steps, my friends. We gotta get our diners hooked first, then slowly lead them to our full vision. Because if we go all out from the get-go, we might as well start printing those ‘For Sale’ signs now. I’m building my brand with this in mind, and it’s going to be one hell of a slice. #pizza #restaurant #fastfood #quickservice #delivery #hospitality

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