INSIDE KING PIE
Brand Builder of the Year 2015
THE FRANCHISE ASSOCIATION OF SOUTH AFRICA (FASA)
2015 AWARDS FOR EXCELLENCE IN FRANCHISING, SPONSORED BY ABSA
Brand Builder of the Year is all about the public face of franchising and translating that to brand recognition and ultimately sales at the till. The objective of this award is to give recognition to the company that managed to elevate and grow their brand through the successful implementation of a sound marketing strategy. The Brand Builder of the year is evaluated on efforts to build the brand during the franchisor’s past financial year and covers activities with this intent. The focus is on innovation and effective execution of marketing strategies rather than the size of the brand’s marketing budget. One of FASA’s professional service providers, attorneys DM Kisch, one of South Africa’s leading intellectual property firms, has also given the winner of this category a cash prize of R5 000.
Winner: King Pie
With a brand promise that in the ‘King Pie Kingdom everyone is Royalty’, King Pie has become, since the first store opened in 1993, a vibrant, relevant and energetic South African brand which is young at heart, approachable, attractive and switched on. It offers value for money, wholesome quality products and meal solutions through combo offerings.
King Pie’s marketing strategy is to a target market that requires convenience, wholesome food that makes their lives easier in an affordable, satisfying and convenient way. This is achieved through a highly developed and well-researched brand strategy which includes call to action, national promotional campaigns every 7 weeks which are supported by above the line advertising in defined media channels.
Promotions through various mediums – from TV and Radio to digital and social media – has resulted in an increase sales of combo meals of between 10 and 12% during campaigns and a migration of customers from a lower value product offering of original pies to a higher value product and an increase in ticket average.
According to Natalie Ruwers, Marketing Manager, King Pie’s long term marketing strategy is to be Number 1 and World Class in everything they do. "King Pie was established in 1993 and has been part of consumers’ lives for over 22 years with a strong South African heritage. We are known for our tradition of quality, tasty and wholesome pies at value pricing and are without doubt the biggest and most successful pie franchise with over 280 outlets in South Africa and African countries like Mozambique, Namibia, Swaziland and Zambia. Our long term goal is to be one of the top 5 franchise brands in South Africa."
Natalie Ruwers, Marketing Manager.
Tel: 011 564 9701