Pita Pit Using Unique New Branding Approach to Capitalize on Growing Niche Market

The best branding ideas are built on a solid base, backed by research, experience and testing. For Pita Pit, that foundation has centered on one key factor: the identification of key demographic drivers and the niche market it serves.

It’s a base that’s been built, customer-by-customer, since the brand’s founding 21 years ago in Kingston, Ontario, Canada, and honed in, improved and expanded ever since. Now, as the brand skyrockets toward the opening of its 700^th global location, Pita Pit continues to set itself apart by combining fresh, lighter flavors with signature flattop grilled taste.

To celebrate that unique position, Pita Pit recently unveiled a new marketing initiative, showcasing its ability to provide “fresh filled, flavor grilled” tastes. And it is prepared to use that positioning to embrace those who feel abandoned by traditional QSR concepts, including the often-underrepresented vegetarian and vegan market.

“Our focus on freshness and flavor didn’t happen by accident,” said Pita Pit USA Director of Marketing Patrick O’Dell. “We undertook months of intensive research to determine what resonates best with our loyal core customers. And, it couldn’t have landed any more solidly for us. What that research showed was that great taste continues to be the leading driver. The combination of freshness and our signature grilled flavors were the most important factors for our customers across every demographic. And the great news is: that grilled taste and fresh ingredients is on every aspect of our menu, whether it’s filled with meat, chicken, vegetables, or any combination you can think of.”

The next step, O’Dell said, is positioning those signature tastes to connect with the brand’s core demographic. Sixty-five percent of Pita Pit’s customer base is part of the millennial generation and the brand uses its marketing efforts to hone in on them on a personal level. 

“Research shows that the millennial demographic has less discretionary income, but they’re willing to spend their money on higher ticket items if it’s something they really want. To them, it’s a better overall value if they view it as satisfying, even though it might be more expensive. So, in that sense, we’re not competing as much with some of the other QSR concepts as some might think. People go to Taco Bell because it’s inexpensive. And, they fill a perfect niche there. People go to Pita Pit because it tastes better. And they’re willing to pay more of a premium for that freshness and grilled taste that we’re known for.”

For O’Dell, it’s the perfect storm of opportunity: now that the brand’s niche market is identified and targeted, it’s up to Pita Pit to cater to their very specific needs.

“That’s why we’re so flexible, offering delivery and endless customizable options for our customers who still want great tasting food on the go, but that also fits into their lifestyle. And, that translates into our franchise development too. Our franchisees are passionate about the brand and about our food. Our model calls for that passion. If you really don’t care, you’ll have a tough time succeeding. That is a competitive advantage for Pita Pit. From the top all the way to the franchise level, it’s not an obligation, it’s an opportunity.”

Pita Pit’s new “fresh filled, flavor grilled” campaign will impact every area of the brand’s future, from customer service to marketing to training.

“It’s already happening with our product division,” O’Dell said. “For example, we recently introduced an all-natural Chicken Souvlaki Trio—signature tastes developed around our top selling pita, the Souvlaki. Fresh-grilled, flavor filled is also custom made for a hot off the grill breakfast, so we’re expanding our offerings there. The idea that you can fresh grill and flavor fill almost anything with our signature taste is really exciting for us, and we’ll be using it to help drive us to the next plateau: the opening of our 700^th global location as soon as next year.”