Pizza Pizza leverages MapInfo location intelligence technology to further expand its operations

in Canada.

C H A L L E N G E

With Pizza Pizza’s multi-year

re-branding initiative now

complete, Pizza Pizza wanted

to better understand the market

in order to roll out its expansion

phase, identifying and setting up

operations in new trade areas.

S O L U T I O N

Pizza Pizza stepped up its use

of MapInfo technology to help

better assess the Canadian market,

enhance service to its customers

and franchisees, identify and open

new sites and gain greater insight

into current locations.

www.mapinfo.com

Pizza Pizza, in its 40-year history, has establisheditself as one of the top pizza restaurant chains in the country. With a network spanning over 350 traditional stores and 175 alternate formatrestaurants, Pizza Pizza can be found at suchatypical restaurant locations as universities and colleges and places of interest such as the Air Canada Centre and Paramount Canada’s Wonderland.

The key to Pizza Pizza’s four-decade history ofsuccess is its strong brand, which is built on quality franchise partners, effective leadership,rigorous focus on quality, fresh ingredients, customer service and convenience and communityinvolvement. Pizza Pizza truly appreciates its loyal customers; something that is evident in every facet of the company ethos—with its use of quality goods being just one of them. The company settles for nothing less than the use of the freshest ingredients, which makes it easy to distinguish the difference in pizza quality.

With its multi-year re-imaging initiative now complete—including the upgrade of select restaurant interiors, cooking capacity and décor—Pizza Pizza is turning more of its attention to the expansion phase as it identifiesand sets up operations in new trade areas.

To do that, Pizza Pizza both upgraded the existing, and invested in new MapInfo® softwareand data. “We want to better understand theneighborhoods we are currently in, as well asopen new restaurants. To accomplish this task we required more sophisticated software tools,upgrading our basic geography requirements with more research and demographic tools, forexample, upgrading our MapInfo Professional®

and demographic software,” explained DarinSenecal, Market Research Manager at Pizza Pizza.

Truly harnessing the power of location intelligencein Pizza Pizza’s case has multiple dimensions.“We want to assess the real world more. We wishto understand the people in our neighborhoods,their life stage, family components and city orregional differences through our new locationtools. We hope to service our customers better, to better assist our franchisee partners and togrow new sites with complete understanding of the market place,” explained Darin.

To achieve these objectives Pizza Pizza choseMapInfo.

Summary

CASE STUDY: PIZZA PIZZA ®

“MapInfo ... lets us work more quickly and efficiently

with fewer resources.”

Kevin Steenburg, Location Research Analyst, Pizza Pizza

©2007 MapInfo Corporation. All rights reserved. 91994-705MapInfo, the MapInfo Meridian symbol, Be Location Intelligent, MapInfo Professional, AnySite and PSYTE are trademarks of MapInfo Corporation and/or its affiliates. All other product and service names mentioned herein are trademarks of their respective owners.

Pizza Pizza® conducted a careful screeningprocess before choosing its location intelligencevendor. “A unanimous decision was made to gowith MapInfo and we have been satisfied eversince,” stated Darin.

Darin’s co-worker Kevin Steenburg, Pizza Pizza’sLocation Research Analyst, provides just oneexample of why the company has never lookedback since its acquisition of MapInfo’s software,“The interoperability of MapInfo Professional®

and MapInfo AnySite® is simple to manage. It lets us work more quickly and efficiently withfewer resources.”

Pizza Pizza fully recognizes the power of locationintelligence and has been keen to fully leverageMapInfo technology throughout the organization.Darin explains, “We have been very active inexploring the functionalities of MapInfo AnySitesoftware and creating reports within it. In thebeginning AnySite was all about site selection, butthere is now so much more that we can do.” Hefurther adds, “We only acquired MapInfo AnySitea few months ago and already we are doing ourown customizable reports. MapInfo technologylets us automate our reports, using populationand density to identify areas of interest.”

As a result, location intelligence permeates everyfacet of Pizza Pizza, offering its Real Estate,Franchising and Sales departments demographicanalysis on specific site locations, as well as facilitating the integration of its own proprietarysales data and MapInfo PSYTE® information for market analysis. Summarily, Darin states, “Our associated departments can now quicklyidentify areas to develop and where to build toreach our best potential.”

However, Pizza Pizza’s expansion strategy is notentirely represented simply by the identificationand setting up of new restaurant locations.Marketing, sales and franchisee partners all benefit from Pizza Pizza’s use of MapInfo locationintelligence. For example, sales analyses facilitatedby MapInfo software enable Pizza Pizza to attractoptimum franchisee partners and to help thesepartners understand how they can be more profitable. One case in point—“Green fielding in small towns,” hints Darin, intimating that thepopulation density found in smaller trade areascan prove more lucrative to franchisees thanseemingly larger neighborhoods.

So what part does MapInfo’s technology play inPizza Pizza’s expansion strategy? That location intelligence is so closely interwoven into the work of so many of Pizza Pizza’s operational departmentsis the demonstrable answer. The client himself saidit best when he concluded, “We are now using location intelligent information and tools to getahead of the game, rather than basic map-basedtools. Technology is efficiently assisting us in determining where to grow.”

“We are now using location intelligent information and tools to get ahead of thegame, rather than basic map-based tools.”

Darin Senecal, Market Research Manager, Pizza Pizza

Pizza Pizza’s choice of location

intelligence vendor was based

on more than one factor.

In addition to the solutions

that MapInfo was able to

demonstrate, its software and

price quotations, the strong

customer service offered by

MapInfo also played a key role

in Pizza Pizza’s decision.

Darin Senecal, Market

Research Manager, explains the

value of MapInfo’s continuous

customer support in the

deployment and use of their

location intelligent tools

“Training exposed us to the

software, and then [MapInfo’s

staff ] stepped up, assisting

and guiding us through

our ongoing challenges

and questions.”

T H E M A P I N F O

A D VA N TA G E

Result

MapInfo Canada

26 Wellington Street EastSuite 500Toronto, OntarioM5E 1S21.800.268.DATA

www.mapinfo.ca