Pizza Fusion co-founders Vaughan Lazar, CEO, and Randy Romano, president, have taken the reins in expanding the brand’s identity by launching and announcing several new company initiatives. Lazar has enlisted the expertise of restaurant-branding and social firm DigitalCoco, in order to develop a new digital brand position and increase their overall market presence. Ramano has undertaken the task of global expansion, while both founders continue to assemble a marketing and operations team.

The first digital marketing program for the brand includes Le Tour de Fusion, an interactive contest via the restaurant’s Facebook page. Le Tour de Fusion allows Facebook fans to enter to win a specialized road bike. The prize encompasses and promotes Pizza Fusion’s passion about energy awareness and the need for alternative transportation.

Participants also have the opportunity to receive daily specials and coupons for free pizza. The contest name is an ode to the 21 days of the LeTour de France, one of the most grueling races in the world. Pizza Fusion will also be promoting this alternative transportation-focused campaign via its official Twitter page and handle: @PizzaFusion.

“This is part of an overall digital strategy that involves bringing our Le Tour de Fusion project to the forefront of some really exciting things we are doing as a brand. Le Tour de Fusion is about a lifestyle of health, wellness and social responsibility; our goal is to use the Le Tour at different times of the year to promote the cause of alternative energy and transportation methods as well as health and wellness,” Lazar said.   

The launch of Le Tour de Fusion and corresponding Twitter campaign are just the beginning of the brand’s blossoming future. “We have already increased our Facebook fan base by more than 20% in less than two weeks,” Lazar said. “These are exciting times and we are fortunate enough to have a great team and franchise support in order to make our re-focus on the brand a huge success.”

Pizza Fusion hopes to bring its socially and environmentally conscious business model to countries around the globe. Pizza Fusion has recently signed deals in the Middle East and South America, all while continuing a rapidly developing presence in the United States.