Pizza Co to build brand awareness via racing
The Pizza Company's team is competing in domestic and international motor races to strengthen its brand throughout Asia-Pacific.
The "2007 Fast Forward The Pizza Company Motorsport" campaign was rolled out last year.The company has grown to 169 branches nationwide since its inception in 2001, with 136 branches operated by the Minor Food Group and the other 33 by franchisees. The Minor Food Group took its first step abroad in 2003 by opening an outlet in Kuwait. It now has seven units in the Middle East, nine in China and four elsewhere in Southeast Asia. This year, it plans to open 20 more restaurants in Asia. Through the motor-sport campaign, the company's logo and name appear on the racing cars and racers' shirts. Minor Food Group CEO Paul Kenny yesterday said the company was ready to go international, following the transmission of its logo and brand through international media. He is also one of three racers participating in the domestic races, joining Thomas Raldorf and Martin Stuvik. They will enter the Toyota One Make Race 2007, a series covering five provinces: Chiang Mai, Udon Thani, Ubon Ratchathani, Surat Thani and Chon Buri. On the international front, a young Dutch driver raised in Thailand will carry the company's insignia in the 2007 Formula BMW Asia, which hits Malaysia, China, Indonesia and Thailand. "The Pizza Company's Karting Scholarship 2007" will also be launched for children aged eight to 11.
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