QSR chain Pizza Capers is returning to its American roots with the network’s latest update, backed by the launch of a comprehensive new marketing campaign.

The new Detroit pizza range pays homage to the Motor City, the historical birthplace of deep-dish pizzas, bringing the unique format to Australian shores for the first time.

Renee North, Retail Food Group QSR divisional director said the introduction of the Detroit line presented franchisees with a strong market differential in the competitive pizza and pasta sector.

“The range has bought with it an increased margin for franchisees while offering an attractive price point for our customer network,” North told Inside Franchise Business.

“Our franchisees have been fully funded with letter-box drop marketing collateral and a social media campaign to launch the product within their local areas”.

The announcement of the Detroit range follows reports that the Australian QSR market is stronger than ever, according to the latest results from research firm Roy Morgan.

Italian food stands as the second most commonly preferred cuisine amongst Australians aged 14 and over, with more than 12.5 million residents reporting a like for the cuisine.

North confirmed that staying ahead of market trends was integral to the Pizza Capers strategy moving forward, and served to increase the profitability of the brand’s franchise partners.

“The new Detroit range ensures we are capitalising on being a first-to-market brand, bringing this new format to adventurous food loving Australians,” North said.

“Showcasing Detroit-style pizzas on our home turf demonstrates our commitment to staying atop of trends, and how our dedicated team can get outstanding offerings to customers quickly without cutting corners.”

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