Buy A Pizza The Action For $4.95

Sun Herald

Sunday March 5, 2000

By HEATH GILMORE

SYDNEYSIDERS have become the big winners in the battle for the hearts and stomachs of pizza lovers.

Pizza makers are engaging in a battle for supremacy in the $800 million-a-year market with take-aways being sold for $4.95 and home deliveries for $12.95.

Every February the four big operators Eagle Boys, Domino's, Pizza Haven and Pizza Hut try to stake out their market territory by slashing prices.

Domino's corporate operations manager Fred Roberts said the companies had changed their menus and prices to get over the post-Christmas sales lull.

Mr Roberts, who oversees 158 stores in Australia, said the pizza war began with the entry of Pizza Haven and its cut-rate prices into Australia 10 years ago.

Each operator redeems competitors' advertising vouchers for special offers.

Tricon International Restaurants, which owns Pizza Hut, last week relaunched its brand name through its 358-store chain throughout Australia.

Tricon marketing director Greg Creed said the company's stores held about 48 per cent of the market.

``Things get pretty aggressive after Christmas," said Mr Creed.

``It's a tough time with sales because the kids go back to school, the holiday bills come in and families tighten their spending.

``The prices start to fall and things can get nasty. Last year, Domino's tried to take one of our ads off air in Queensland."

The battle shows no signs of abating.

Pizza Haven will open 100 more outlets by June, bringing its national total to 464. It is also planning a $6 million advertising campaign targeting people 16 to 24.

SPECIAL DELIVERY

(Cost of one large pizza)

PIZZA HUT: Delivery $12.95. Take-away $5.95 with voucher.

DOMINO'S: Delivery $13.95. Take-away $8.95. Competitors' vouchers redeemed.

PIZZA HAVEN: Delivery $12.95. Take-away $4.95 (lunch), $6.95 (dinner).

EAGLE BOYS: Delivery $13.95. Take-away $5.95.

© 2000 Sun Herald

Back to News Index | Back to Home