![]() ![]() Pizza is one delicacy that generates an unquenchable desire for its consumption just at the mention of its name. Dodo delivers locally and for free, with a fleet of smartly attired riders, ready to bring your favourites to your door. The glamorous store, decked out in Dodo’s signature colours is right at the entrance of Novare Gateway Mall, Lugbe on Airport Road. New customers downloading and using the app are entitled to one free pizza and begin collecting Dodo loyalty rewards. Nigerians love pizza and they also love tech – and Dodo Pizza is famous for its user friendly app – offering easy ordering – and Dodo Coin rewards. Offering a tantalizing menu and great value, with sophisticated gourmet pizzas, the awesome Dodster chicken wrap, BBQ wings and fresh ground coffee, influencers and families mingled, as happy customers tried out the fine fare, including the Dodo Supreme, the first plantain pizza in Nigeria and liplicking Shawarma Pizza.įamilies lapped up the great combos – Pizza Duet – two medium pizzas and drinks for ₦5,000 and other Family Deals. There are ups and downs, but overall, our sales have been improving week by week.Foodies in Abuja flocked to the opening of the first Dodo Pizza store in the Federal Capital. Yet in May, we set a record in day sales: £1,308. Not everything performed as well as we expected (for example, our attempt to "steal" customers from delivery platforms didn’t pan out). We focused our efforts on Facebook and Google as much as on more traditional forms of promotion (like handing out leaflets in the streets-though we did it in a different way to how others usually do it). We also started investing in marketing and performing lots of experiments. ![]() Found new ingredients with a better quality/cost ratio to keep our unit cost manageable.Lowered our prices: down from £13-17 to £11.Within a few months, our team completely revamped the menu and: And we needed to turn Brighton into a perfect fit for the UK pizza market. These tactics hadn’t worked out that well. How we’re relaunching Dodo Brighton (totally!)Įssentially, Dodo Brighton was a copycat of our American branch-since the market had looked similar in terms of customer preferences and competition, it had seemed logical to replicate the success of our partner in Oxford, Mississippi, Alena Tikhova. Ours, though, didn’t have to catch killers-its single goal was to turn Brighton into a strong winner. So at the beginning of 2019, Kirill Vyrypaev put together a special task force-like the ones they have in the movies. We needed to turn things around at Dodo Pizza Brighton if we wanted to move forward with our plans for the UK. At the same time, Dodo Brighton had made it onto the Top 50 pizza places in the UK list. Its monthly sales had never exceeded £15K (which put it at the lowest end of our Store Sales Ranking). So his ambition was modest: to test the concept and to survive in the competitive UK market. Back then, we couldn’t allocate enough resources to support him. ![]() He opened this very first Dodo Pizza in the UK at his own risk. It was launched by our partner Konstantin Yudintsev in 2017. Dodo Pizza Brighton: our very first pizzeria in the UKīack then, we had only one pizza shop in Great Britain-in Brighton, a seaside town south of London. There was also an argument that opening an office in London and then launching a corporate chain in the UK could also allow us to be right in the thick of it-close to the place where many food trends are born and to the best talent in the QSR industry. Even if this strong competition doesn’t push down prices, there should be room for a new player. Our closest competitors-Domino’s and Papa John’s-have more pizza shops in the UK than in any other country in Europe. For example, the smallest pepperoni pizza might cost you around $10 (compared with $5.70 in Germany and $6.84 in France). ![]() Our CFO and head of EMEA, Kirill Vyrypaev, also pointed out that pizza prices in Great Britain trend high-which is a good thing. And the pizza market here is as trendy as it is in America. Developing in an English-speaking country is easier for the team. The UK is closer to us and it’s one of the largest economies in Europe. We already had three active pizzerias in Tennessee and Mississippi in the States, but the distance between Moscow and Memphis proved to be a significant hurdle. Why the UK and not the US or Germany, for example? ![]()
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