How Toppers Pizza's Commitment to Menu Innovation Leads to Loyal Customers and a Bigger Bottom Line

There’s no doubt that Topperstix are a fan favorite at Toppers Pizza locations across the country. So when the brand decided to roll out a new flavor—3-Cheese Garlicstix—it did so with its Customers in mind.

At first, the 3-Cheese Garlicstix were an online exclusive. Toppers didn’t add them to its menu or even promote the new item in stores—they were only mentioned on its website, via email, and social media platforms. Despite the lack of traditional promotion, 3-Cheese Garlicstix were an instant hit with consumers. Seemingly overnight, they became one of the top three selling Topperstix in that menu category. Because of that success, 3-Cheese Garlicstix are now a permanent item on Toppers’ menu.

“We always want to make sure we have the bold flavors our customers are asking for. The roasted garlic and three cheeses that make up our Garlicstix—combined with 16 different dipping sauces—really create a unique flavor that can’t be found anywhere else,” said Bridget Vetter, manager of marketing and public relations at Toppers Pizza. “The success of our 3-Cheese Garlicstix perfectly exemplifies how Toppers is leading innovation efforts in the pizza industry.”

Those innovation efforts are at the core of the Toppers brand. Toppers is known for its unparalleled access to Millennial consumers—by having a strong digital presence and social media following, the brand is able to find more and more ways to tap into its Customers’ preferences. That ability to anticipate what consumers want before they even consider it has given Toppers the opportunity to establish strong customer loyalty across its entire system.

“It’s about being strategic with our changes—we aren’t just throwing new items out there and seeing what sticks. When we roll out a new product or launch a seasonal limited time offer, we do so in order to keep loyal Toppers Customers excited and give new consumers a reason to order off our menu,” said Donette Beattie, vice president of supply chain for Toppers Pizza. “Our Customers know they can always count on Toppers to offer items that are changing the game.”

Beyond building customer loyalty, Toppers’ commitment to menu innovation ultimately adds to the brand’s bottom line, both on a corporate level and for its network of local franchisees. New items like the 3-Cheese Garlicstix create a buzz around the brand and enhance Toppers’ menu, giving the brand’s revenue streams a boost. That boost is reflected in the brand’s sales—in the first five months of the year alone, more than 15-percent of online orders from all of Toppers’ locations contained 3-Cheese Garlicstix.

As Toppers continues to expand and enter new markets across the country, its menu innovation efforts are only going to grow. In fact, the brand’s already looking ahead to the flavors and products that will be next year’s big sellers.

“The edgy Toppers brand that refuses to settle allows us to try things that other major pizza chains wouldn’t even consider. We have the ability to take more risks and put new flavors out there that we know will be embraced by our loyal Customers,” Beattie said.

Cassie has over five years of digital and traditional media experience. She joined NLA after working as a television news producer in both Milwaukee and Chicago, and now specializes in aligning strategies across the board for her clients, ultimately building buzz and telling compelling stories through content marketing, social media, digital campaigns and traditional PR. Cassie has a Bachelor of Arts in Broadcast and Electronic Communications from Marquette University.

In her spare time, Cassie enjoys traveling and exploring what new cities have to offer in addition to spending time with her friends and family.