Greenwich Pizza is one true Filipino pizza chain – a small entrepreneurship that made an extraordinary leap to the big league. What started out as a small over-the-counter pizza store in the Greenhills Commercial Center in 1971, is now the Philippines’ biggest pizza chain.
The initial steady growth of its business is credited to the entrepreneurial spirit of Mrs. Cresida Tueres. By 1994, her store counter grew to 50 branches. It was then that fast food giant Jollibee Foods Corporation saw the great potential in venturing into the growing market of pizza and decisively obtained a deal, acquiring 80% of Greenwich shareholding. The new company became known as Greenwich Pizza Corporation and went through exciting rapid developments with the mobilization of experienced marketing and operations teams.
Successive innovations happened for the company immediately after the acquisition. In September 8, 1994, Greenwich opened its first store at Ever Gotesco Commonwealth Shopping Mall, sporting the new and vibrant image of Greenwich. New packaging designs were introduced in June 1995 and 7 different pizza flavors were launched in July of the same year. The Greenwich Special Pizza, with 7 toppings, became the classic favorite of customers.
In October 1995, the Greenwich marketing campaign went into full swing. With the young and the young-at-heart as the target market, a tri-media campaign was launched to reveal Greenwich’s new image. By year-end, Greenwich had more than doubled the previous year’s sales from Php100 million to Php200 million with a base of only 53 stores.
The ensuing years saw a remarkable boom in Greenwich’s operations and revenues. In 1996, launching local actor and personality Rico Yan as the image model proved to be a successful campaign strategy. By the end of that year, the number of stores had grown to 80 and sales rose to nearly Php500 million.
In September 1997, Greenwich opened its 100th store in Fairview Regalado – that’s twice the number of outlets in just three years! By year-end, 20 more stores were added and sales doubled to Php1 billion.
To support the expected growth in 1999, Greenwich acquired new pizza equipment in late 1998 and complemented its state-of-the-art pizza crust production line in the Pasig commissary. This automated system produces consistently high quality pizza crust to ensure customer satisfaction and meet operational efficiencies.
In August 1999, Greenwich made a significant improvement by loading all pizza flavors with more toppings of choice meat and vegetables without increasing its selling price. Within the same year, new appetizing Pasta Supreme dishes were launched: So Meaty Spaghetti, Lasagna Supreme, and Baked Chicken Macaroni.
Today, Greenwich is present from as far north as Tuguegarao to General Santos City down south. With over 240 stores and sales of more than 3 billion as of end of 2005, Greenwich continues to write business history by consistently improving its product offering and quality through research and development, as well as continuous expansion of its stores nationwide.
STRONGER BRAND IMAGE
Greenwich re-invents itself more with a more dynamic “G” logo to attract more customers. This brand look is also an indication of how attuned the company is with the ever-changing times and evolving customer lifestyles.
From its previous dark green and red color scheme, Greenwich stores were redesigned with a contemporary motif using the brighter and more dynamic colors of brilliant green and vivid rose. The new colors and graphics help create a livelier, more inviting ambience in Greenwich stores. In addition to this, the new corporate visual identity graphics exhibit the dynamism of the brand.
From its previous dark green and red color scheme, Greenwich stores were redesigned with a contemporary motif using the brighter and more dynamic colors of brilliant green and vivid rose. The new colors and graphics help create a livelier, more inviting ambience in Greenwich stores. In addition to this, the new corporate visual identity graphics exhibit the dynamism of the brand.
This new look is also complemented by crunchier and tastier pizza products. With rich loads of toppings on crunchy pizza crust, Greenwich created an ideal balance between the customer’s expectations of product quality and taste and a pleasant dining experience. A whole new look, a whole new Greenwich! This is part of Greenwich’s continuing effort to reach out to pizza lovers all over the Philippines.
POWERFUL ADVERTISING
Greenwich aggressively harnesses tri-media to communicate all the benefits consumers can enjoy at Greenwich. This is augmented by the use of outdoor advertising materials and merchandising collaterals that help heighten public awareness of Greenwich offerings. All these complete effective campaigns and exciting promotions that inevitably translate to high sales performance.
Jollibee (Greenwich's parent company)