Franchisor Stories
By utilizing a robust IT team and prioritizing first-party delivery over the years, the pizza franchise has continued to see sales increase despite the pandemic.
Toppers Pizza, the pizza chain with nearly 70 corporate- and franchise-owned locations in 12 states, was founded with a focus on fast, tech-driven pizza delivery and customer service. Over the past 30 years, Toppers has been committed to providing a best-in-class experience for both customers and franchisees through advanced technology, which includes a proprietary e-commerce platform and digital POS system.
Now, as the pandemic continues to create stronger demand in the pizza delivery segment, the brand is offering restaurant industry veterans and newcomers alike the opportunity to capitalize on the well-positioned concept and innovative business model.
Toppers’ proprietary e-commerce platform allows franchisees to leverage a first-party delivery system, available through each owner’s POS system. As opposed to only offering delivery through third-party providers like UberEats and GrubHub, Toppers’ in-house platform means franchisees save a significant amount of money on the notoriously expensive fees associated with these apps. The direct delivery platform also means Toppers franchise owners are able to exhibit more quality control and communication with the customer. For example, customers are able to track their order in real time.
“Our in-house delivery platform benefits both our customers and our franchisees,” said Scott Gittrich, CEO of Toppers. “We have more control over two things: the quality of what we deliver to our customers and the cost at which our franchise owners can offer it. The third-party delivery services couldn’t be more expensive and competitive — it is a very cluttered marketplace that forces owners to compete with the entire restaurant world. The high service fees also obliterate the value proposition for the customer because restaurants need to hike up their prices to survive. We’ve self-delivered since the day we started as a brand, and it interfaces with each franchisee's POS system, which creates amazing efficiency for the franchisee and an advanced level of convenience for our customer.”
This platform has always positioned Toppers ahead of the curve, but Gittrich notes the COVID-19 pandemic has made first-party delivery more relevant than ever. As the quick-service pizza sector booms due to a shift towards off-premise dining, Toppers is in a prime position to appeal to this demand without suffering from the many drawbacks of exclusively using third-party delivery apps.
By keeping delivery in-house, the Toppers internal IT team — which is the largest department in the company — is able to adapt the e-commerce platform in any way necessary. The brand’s commitment to technological innovation and fast, quality pizza delivery means there is already a strong infrastructure in place that can be expanded to meet the changing needs of consumers.
For example, when the pandemic first hit, Toppers franchise owners had the ability to quickly update their POS by adding streamlined, curbside pickup options to accommodate guests and promote safety. The team also added the ability for customers to tip drivers online so they could further avoid any contact. These technological pivots would not have been possible without access to an in-house, malleable delivery platform.
“We were the first to offer contactless pickup and curbside delivery in our segment after the pandemic hit,” said Gittrich. “I point this out as a testament to our urgency and commitment to technology — we were nimble, and we punched way above our weight, which led to incredible results.”
Looking ahead, the competitive pizza delivery landscape will likely never be the same, and Gittrich says Toppers is ready for the future. “The move to e-commerce has been growing since the mid-’90s, and we don’t see that changing,” he said. “We’ve dedicated ourselves and doubled down on those things that create advantages for our franchisees — technology, first-party delivery, curbside pick-up and more. High-quality, hand-made fresh food delivered with an incredible e-commerce experience is exactly what today’s consumer is looking for, and we are here to give it to them.”
This explains why Toppers’ same-store sales have increased 20% to 30% on a weekly basis in 2021. The brand opened its fourth store over a period of the last six months, and Gittrich says the level of franchisee inquiries Toppers is receiving is as high as it's been in five years.
“It is an exciting time, and it shows people recognize the well-positioned value of our type of concept as more and more entrepreneurs look to start their own business and work for themselves,” Gittrich said. “Now, Toppers is continuing to look for qualified entrepreneurs in key growth markets across the country who are eager to utilize our proven systems and grow with the brand.”
The investment range for a Toppers PIzza franchise is $314,075 - $530,000. The AUV for fiscal year 2020 was $1,030,000+ for stores open five years or more. For more information on franchising with Toppers Pizza, visit: https://www.toppers.com/franchise/.
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