There is a right way to conduct research to grow your market share and a wrong way. Unless you are asking the right questions, your research will fail.
You must go beyond theory and identify the emotional drivers of your target audience and use tough-minded strategies and positioning to steal market share from the competition.
Stealing Share has developed a unique process unlike any other brand company in the world that is designed with a single purpose, to steal market share.
By Jere Downs
Fast food can be ubiquitous, cheap and good for you. That is the earnest and unproven business proposition of Naked Pizza as it debuts one of its first franchises in Louisville and plans hundreds more nationwide.
Originally known as the “World’s Healthiest Pizza,” the New Orleans, La.,-based chain competes with Papa John’s, Pizza Hut, and Domino’s with low prices. Beyond convenient eats, Naked Pizza tries to appeal to customers who want to feed their bodies better while they are on the run.
The mission of selling pizza along with a set of values about how it is made and what it contains, “is what gets us up very early and keeps us up late everyday,” Naked Pizza spokesman Robbie Vitrano said of the company founded in 2006.
Tom Dougherty, a brand consultant and president of Stealing Share, located in Greensboro, N.C., remained doubtful.
“Prius drivers will go to Naked Pizza,” Dougherty said, adding consumers who want grub fast and cheap will not be swayed by a lifestyle debate about food and fiber.
“Pizza is gooey and cheesy and it satisfies,” he added. “No one is going to get their Coors beer out and order Naked Pizza because it is healthy before the football game.”
Both a thin and regular crust are composed of “an ancestral blend,” a proprietary recipe of grains, fiber and bacterial cultures designed to aid digestion. Tomato sauce and skim-milk mozzarella cheese contain “no added sugar or freaky chemicals.”
That crust adds heft. Seven grams of fiber come with one slice of a $6.99 large cheese Naked pie and 161 calories.
In comparison, a cheese-only, slice from a 14-inch pie at Papa John’s or Pizza Hut weighs in with 2 grams of fiber and 290 and 360 calories, respectively.
For total fat, the same Naked Pizza slice scores lower at 7 grams, compared to 17 grams in a Pizza Hut slice and 10 grams in a Papa John’s slice.
Franchisee David Lawyer, 57, and co-owner of the business in Kentucky, declined to talk about the competition Wednesday inside the store he shares with his brother, Larry Lawyer. 52.
“One of our main goals is to prove to the universe that we can build a successful business model that does not harm people,” David Lawyer said of Naked Pizza’s prospects in a fast food marketplace dominated by cutthroat pricing. “We need conscious-minded consumers to help us.”
Business “has exceeded expectations” since the opening in St. Matthews last month, he added, while declining to give specifics.
With investment deals struck last year with billionaire Mark Cuban, owner of the Dallas Mavericks and Robert Kraft of the Kraft Group, owner of the New England Patriots, Naked Pizza aims to have between 400 and 500 franchise stores in development by the end of this year.
“Their message is that pizza is a platform to deliver healthier fast food and turn around a nation headed into obesity,” said Jennifer Litz, an editor at PizzaMarketplace.com. “They have their work cut out for them.”
The article in its entirety can be found here