Donatos Aims for Piece of ‘Value’ Pie

According to a news report from www.dispatch.com, “Donatos is betting that its new oversized, thick-crust pies will resonate with consumers looking for value in a tight economy.”

“The Gahanna-based pizza chain introduced its new Bakery Pizza to the Columbus market this week. The square, 13-inch pizzas, sold in pairs, feature a sweeter sauce and are marketed at $19.99 as an inexpensive way to feed eight,” said the story. “Adding the value line speaks to what customers are looking for now, without changing who or what Donatos is,” said Jane Grote Abell, the company’s chief operating officer and daughter of the chain’s founder, Jim Grote. Abell acknowledged that Donatos is considered a premium brand, and pizza in general is a higher-ticket item than fast food, one of the few sectors of the economy doing fairly well. To tap the market for budget-friendly restaurant food, Donatos joined other pizza chains in rolling out the new product.”

Click Here to View Full Article