Let the pizza wars begin

Johannesburg - Following the arrival of Pizza Hut and Domino's Pizza in South Africa, Debonairs Pizza has declared itself ready to take on the competition.

"Our attitude to competition, which we have experienced throughout Famous Brands’ 50-year trading history - and prospering despite it - has always been that we welcome the contest, but that none of our hard-earned market share is for sale," Kevin Hedderwick, group CEO of Famous Brands [JSE:FBR], the parent company of Debonairs Pizza, said on Tuesday.

"Let the pizza wars begin and let us allow the SA consumer to make the ultimate decision by voting for their favourite pizza brand with their wallets and their throats."

Hedderwick reacted to media reports over the past few weeks regarding the arrival of both Pizza Hut and Domino’s Pizza in SA.

READ: Pizza Hut makes comeback

"Spokespersons from both companies have been signalling their intention to stir things up within the pizza space in the short term. They even made certain comments about the existing pizza brands in SA concerning issues such as quality, service, delivery and innovation," said Hedderwick.

"Debonairs Pizza is one of those existing brands and with its 23-year history, not just a ‘Johnny-come-lately pizza joint’."

On the contrary, Hedderwick claimed Debonairs Pizza pioneered take-home pizza as a category in SA as well as the concept of home delivery.

"We are also South Africa’s leading quick service restaurant pizza brand and have over the years won many accolades for quality, service and innovation - as voted for by the people who really matter – the SA public. The brand has also won many industry awards as a franchisor," he said.

"Nothing energises me more than being involved in a good ‘scrap’ to defend our business. So, my message is very simple: We will fight with every ounce of our resolve to protect not only our Debonairs Pizza market share, but also, and just as importantly, protect every single one of our franchise partners, who have invested in the Debonairs Pizza brand."

American fast food franchise Pizza Hut returned to SA after a six-year absence and re-opened its first restaurant in Johannesburg in September.

Taste Holdings [JSE:TAS] has signed an exclusive 30-year master licence agreement to develop the international Domino’s Pizza brand in seven southern African countries, it announced in April.

The intention is to convert Scooters Pizza and St Elmo’s stores to Domino's Pizza during the year.

ALSO READ: Domino's Pizza to open shop in SA

- Fin24