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The Greenwich Story: How rebranding helped this pizza chain

From a small pizza restaurant in Greenhills, Greenwich becomes synonymous to pizza in the Philippines
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Back in the 1970s, Greenwich was just a little known pizza restaurant in Greenhills.

And when it first opened its oven, Greenwich only served  the usual pizza flavors -- Hawaiian and Pepperoni.

But this changed after fast food heavyweight Jollibee Foods Corp. acquired Greenwich in 1994, paving the way for the pizza restaurant’s re-launching and re-branding. [Read Jollibee group reports robust earnings growth here]

Since then, Greenwich has clearly found the crust to compete in the pizza market that was then dominated by US-based pizza chains. [Read US-based Papa John\\\'s Pizza coming to the Philippines here]

“We did not only make it (pizza) available to Filipinos, we have also upgraded the choice of Filipinos by offering new flavors and better products,” Ariel P. Fermin, president of Greenwich , told Entrepreneur.com.ph

At present, the Greenwich menu includes special pizza flavors like Shrimp and Garlic Overload, Angus Maximus Overload and Philly Cheesesteak Overload.

These changes have allowed Greenwich to evolve from a “mass brand” to a “mass premium brand”, thereby getting a wider market for its products.

Besides improving its menus, Greenwich has also transformed its restaurant’s look  with fresh graphic wall design and upholstered seats.

But Fermin said the pizza chain made sure that the taste of its food retained the same taste that Filipinos love.

Fermin also shares the company’s top five products:

lasagna

Lasagna Supreme has three cheeses (special, cheddar, and mozzarella), imported beef and noodles, and rich flavorful blend of tomato and cream sauce. (Ala carte regular P89, for sharing P139)

Page 2: A slab of pork

 


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