Crust Takes a Slice of Events Retail Market
Branded event experiences are growing in popularity as brands look to reach large audiences with positive product interactions. Crust Gourmet Pizza Bar is taking a slice of this market, launching their purpose built Crust Mobile Pizza Bar at Melbourne’s Formula One Grand Prix in Melbourne.
The Crust Mobile Pizza Bar is made up of four 20ft shipping containers that are delivered by two semi-trailers and unloaded by a crane. Once set up, the Mobile Pizza Bar’s four pizza ovens have the capacity to make sixty-four serves every minute.
The full kitchen capabilities are on the floor level. Customers who collect their pizza from the counter gain access to the upstairs seating area where they can dine at one of the communal shaded dining tables or take a seat at the wrap around bar for a full view of the surrounding event. At the Formula One, Crust customers were treated to their own private Red Bull DJ and had a full view of the event’s main stage.
Crust Gourmet Pizza Bar Managing Director Michael Rose said the Crust Mobile Pizza Bar was built as part of the company’s strategy to raise brand awareness and take its unique gourmet flavours to the people.
“Crust has been growing at a rapid pace since our first store opened in Sydney in 2001,” said Mr Rose.
“Now a franchise network of over 140 outlets, and still growing, Crust is always looking for innovative ways to show new people our brand and give them a chance to try our delicious gourmet pizzas.
“We feel that large scale events like the Formula One are a great way to give people a bonus experience that compliments their time at the event, providing the perfect opportunity for them to fall in love with our pizzas then seek out their own local Crust Gourmet Pizza Bar.”
Designed and executed in house by Crust Gourmet Pizza Bar’s marketing team, the Crust Mobile Pizza Bar is set to travel hundreds of kilometres throughout the next year with a roster of national and local events quickly filling up.
Crust Gourmet Pizza is part of Australia’s largest multi‐food franchise operator Retail Food Group (RFG). With more than 105 million customer visits a year RFG owns the Donut King, Brumby’s Bakery, Michel’s Patisserie, bb’s café, Esquires, The Coffee Guy, Pizza Capers Gourmet Kitchen and Crust Gourmet Pizza franchise systems. In addition, the Company roasts more than 1.2m kilograms of coffee annually through the Evolution Coffee Roasters Group, Caffe Coffee and Barista’s Choice coffee brands.