Who is Toppers Pizza?

One thing that we’re constantly explaining to new candidates is how we fit in the pizza segment. Are we QSR, FSR, Fast Casual, or do we deliver? Do we have lobbies? Pizza by the slice?

Toppers is an ever-evolving pizza delivery brand that has capitalized on technology and culture best practices to create a growing brand. Toppers is pizza culture.

The Toppers story begins with the fact that pizza delivery chains are on fire! The big guys are growing, the middle guys are growing, Toppers is GROWING!

Pizza is a staple of the American diet and it’s easier now than ever before to access for customers (we’re talking just 5-10 years ago). Go out to get it, stay in and have it, order it at the counter, over the phone, go to the Website, apps, text messaging, Alexa, YOUR TENNIS SHOES! Any way you can dream of ordering it – boom, it’s there. Technology is causing the big guys to pull away from mom & pops and outside of the big 3, nobody touches Toppers’ advancements in tech right now. Pizza is on fire, specifically delivery, and Toppers is on fire.

How did we catch fire? What you’ll find most interesting about Toppers Pizza’s history is that it’s not, in fact, a story about pizza–it’s a story about culture. It’s a story about a brand that quickly figured out that it had a wonderful product. And while that product has since garnered a loyal and cult-like following, franchisees were drawn to the brand for a much different reason–the opportunity to be a part of a family, a culture and a dream.

It was clear from day one that Scott Gittrich was hell bent on leading Toppers Pizza into the top spot within the pizza industry. From the moment he delivered his first pizza in 1984 for one of the “other guys,” he immediately knew it was the beginning of a life-long love affair. He loved the rush of the kitchen, the fight for the customer and the smiles that came from his team when a day was fought and won. He was a pizza guy in every sense of the word, and was extremely successful while working for a prominent Dominos franchisee while the brand was exploding with growth.

A big part of the “pizza culture” was simply out hustling the other guys. When Gittrich was at Domino’s, he truly believed he could open up a Domino’s across the street from a Domino’s and kick their tail by simply outworking them. Toppers has embraced this dream within its culture, built around David’s taking down Goliath’s with attitude, perseverance and belief. Ethos and values create a People, Pizza, and Profits lifestyle. Gittrich saw a real opportunity to do pizza better–not just with its product, but with its culture, too. Customers would never have to settle for frozen or processed ingredients and homogenous, tasteless pies haphazardly thrown together. And franchisees would never have to settle for just another franchisor putting business in front of meaningful and lasting relationships.

A TOPPERS HISTORY LESSON STARTS WITH DOMINO’S PIZZA

From Domino’s to Toppers, pizza industry veterans are helping the better-pizza brand thrive.

What do Scott Gittrich, Mark Watt, Kendall Richmond, Wayne Byers and Bill Stayduhar have in common? They’re all pivotal in helping Toppers Pizza redefine and dominate the competitive pizza industry. And all five of them used to work for Domino’s—arguably one of the biggest brands that Toppers is contending against as they fight their way to the top.

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OUR FOOD

Bold Menu, Custom Toppings, Authentic Flavor

Since first opening our doors for business in 1991, Toppers has been on a never-ending mission to set the standard for high-quality pizza. Made with real Wisconsin cheese and fresh ingredients that you can actually pronounce, every Toppers pizza is crafted with love, personalized with care and baked to be unapologetically exceptional in every way. And thanks to the brand’s commitment to fast delivery, Toppers is leading the charge when it comes to giving customers exactly what they want, when they want it.

 

Beyond the pies, Toppers is also known for its one-of-a-kind Topperstix,which quickly become a fan favorite in every city they reach. The crave-worthy stix are made with the same real ingredients as our pizzas, and they’re designed to be served with 16 bold Dippin’ Sauces.

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OUR TECHNOLOGY

In an era where online food ordering is set to overtake traditional telephone orders for the first time, our goal is to make ordering the pizza of your dreams easier, quicker and more intuitive than ever before. That’s why Toppers pioneered a customized POS and online ordering platform that work in sweet harmony. In other words, the brand turned the average phone into a remote control for pizza. The end result is a happier customer (hello, speedy delivery) and happier unit-level economics (hello, higher check averages).

CHECK OUT SOME BUZZ ABOUT OUR ONLINE ORDERING ADVANCEMENTS. WE ARE PROUD THAT:

Mobile Traffic
to Toppers.com
is 60%+

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Online Sales %
2015 (30%+); 2016 (40%+);
2017 (45% and growing!)

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Online Ticket Average
20%+ higher than
Non-Online Ticket Average

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OUR FANS

Nothing about Toppers is traditional, including our fans. Our pizza fanatics are a part of the family–they’re just as committed to pushing the envelope as we are. They’re doers, thinkers and influencers. Whether they’re posting on social media or getting ahead of the latest technology trend, our customers are the next generation—and the largest generation—of American consumers. They’re Millennials and Generation Z. And Toppers is committed to keeping them happy by staying ahead of the curve.

Toppers is constantly finding ways to connect with our growing fanbase on social media. Our fans aren’t the kind of people who are shy about letting us know what they want, and we wouldn’t have it any other way.

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