By Bernie Cahiles-Magkilat
Greenwich, the country’s biggest local pasta and pizza brand, sees a more robust 20 percent growth in sales this year over the P8 billion sales generation in 2016 following the transformation of its about 300 stores nationwide.
Greenwich President Albert Cuadrante told reporters during a press conference that the robust growth projection for the 46-year old homegrown brand is anchored on the company’s efforts to implement major transformation of the brand in terms of its look, food offerings, and heightened social media presence but still holding on to the proven effective campaign of the spirit of “barkadahan” that brought more young crowd to the pizzeria.
The improvement can be seen in a more engaging pizzeria, new products, new experience with the pizzeria window, allowing customers to take a peak on how Greenwich prepares its homemade pizza.
Most of all, Cuadrante said the transformation remains consistent with its “barkadahan” or peer or clique marketing spiel has kept the young crowd with average age of 25-35 years flowing into their stores. They have more spaces for this kind of crowd that they attract.
To cater to this dynamic and fun crowd, the physical look of Greenwich has also been updated to reflect a more vibrant atmosphere with “Instagrammable” features. In addition, the company has also a more active social media presence.
Its food offering has also been upgraded with new product introduction keeping its menu up to date. They have new products such as wave potatoes, chicken wings, and more combination meals.
Greenwich, which is wholly-owned by the Jollibee Foods Corp. (JFC), posted a 15 percent sales growth last year with only 270 stores, which is expected to close to around 300 this year. Of these stores, 60 percent are company owned and the rest are franchise.
“Our expansion continues to be very aggressive and more and more cities are really wanting of our pizza experience and we are gaining popularity in the provinces,” said Cuadrante.
Of the close to 300 outlets, 50 percent have already been renovated with investment of as much as P12 million.