PINZA!
It’s not a Pizza!
Dubai, United Arab Emirates
Client
Oishii Capital
Scope of Work
Concept Blueprint | Concept Evolution | Brand Development
Key Collaborators
TenTwenty
THE BRIEF
Pinza is a millennia old form of Roman pizza that was perfected by a renowned family from Rome who specialized in supplying pizza-makers. Using technology, they created a new form of Pinza that was light, healthy and delicious. Our clients wanted to launch a global concept, starting in Dubai, based upon this product.
OUR APPROACH
We effectively created a concept around a raw material – Pinza dough. We decided to launch small, via events and festivals, to build an organic cult following, however, we created an entire Concept Blueprint to ensure that the roadmap to growth was in place. We created a concept in several size formats and footprints, defined the menu, the uniforms, the brand and marketing strategy and the iconic Pinza sliding box. The colours of Pinza were chosen as they were reminiscent of a “retro Italian summer”, a defining idea in that we aimed to capture a nostalgia that would unify several generations whilst creating something wholly different in the Italian F&B space.
THE OUTCOME
A compelling and playful fast-casual restaurant that serves wholesome Pinzas without compromising on flavour and authenticity. Pinza has a robust following as well as strong brand awareness. It is on a successful growth path with several outlets across Dubai and Abu Dhabi.
Pinza was also launched with great success in London in 2018 and plans to launch the brand in New York are currently underway.
