RFG’s Pizza Capers leverages its range

Posted by Andrea Hogan on 25th January 2017

Retail Food Group’s (RFG) Pizza Capers is trying to win over customers with a new twist on its regular range.

Pizza Capers is now selling “Phat Boy Pizza Wraps”, something it says attempts to target the lunchtime customer.

Sherree Halliwell, Managing Director at Pizza Capers, said they decided to start selling wraps with research showing Australians are now eating take-out more at lunchtime rather than at dinner.

“New research from CREST into the Australian Quick Service Restaurant industry shows that in 2016 more Australians were eating takeout at lunch (43 per cent) as opposed to dinner (31 per cent), so for us it is about extending our menu to provide a tastier convenience option to consumers,” Halliwell said.

The wraps are made using tortillas, toppings and are toasted. Pizza Capers say they will challenge other wraps sold by their competitors as they are “bigger, tastier, more filling wraps”.

“Australians love pizza and they love wraps, so we came up with the idea of combining the mouth-watering tastiness of a pizza with the convenience of a lunch wrap…and we think they’re pretty ‘phat’,” Halliwell said.

The wraps will be promoted through advertisements run on television, in cinemas and through digital media. Pizza Capers worked with creative agency Boomshaka to create the ads.


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