The ten-year-old pizza brand is slimming down to appeal to older consumers who prefer a lighter snack with a four-strong range of products that have greater emphasis on toppings than the deep dish variants.
Pizzas in the range are BBQ Chicken, Five Cheese, Roast Ham & Mushroom and Pepperoni, which use ingredients that have a more adult appeal, according to Paula Wyatt, senior brand manager for Chicago Town. These include mozzarella, Monterey Jack and parmesan cheeses, roasted red and yellow peppers and grill roasted mushrooms. Wyatt said many consumers bought Chicago Town pizzas for their children, but that there was a high acceptance among adults for thin and crispy pizzas, which they saw as a more suitable eat.
The pizzas, which go in store on March 1, will be backed by a £7.5m sampling and marketing campaign, including press and TV ads in April that continue the brand’s A Million Miles from Humdrum positioning.
They will be available in the brand’s standard 13cm mini pizza format in packs of two (rsp: £1.66 for 2 x110g) compared with the deep dish products, which retail at £1.66 for 2x170g. However, Wyatt said the extra toppings and more premium ingredients would compensate for the lower serving sizes.
Stefan Chomka Chicago Town is moving away from its deep dish heritage with its first thin and crispy variant as it attempts to attract more adults to its pizzas.