First there was mattress-in-a-box, and now pizza-made-in-a-box is looking to become a disruptive force in the market.
PizzaForno is debuting its automated pizza kiosks at the Metrolinx 407 Bus Terminal, as well as the Weston GO and Union Pearson airport train stations. Additional robot kiosks are anticipated to be announced at GO Transit stations in the coming months.
“I’m a marketing guy through-and-through,” says Les Tomlin, co-founder and president of PizzaForno, adding that he’s amazed at how many assets Metrolinx is able to offer advertisers, from platform announcements to in-train wraps. “We’re excited about leveraging the assets and working together.”
PizzaForno has been able to generate a “remarkable” amount of earned media thanks to its novelty, securing local news and breakfast morning show attention wherever it goes.
The company is looking to strengthen its leadership position in the automated food space, which is occasionally a tough sell, Tomlin admits.
In North America, vending machines are associated with stale, crusty sandwiches. In other markets, like France (where the technology originated) or Japan, automated hot food offerings are part of the everyday cultural vernacular.
“Our biggest challenge is for people to try PizzaForno for the first time,” he says. Across the board, the company boasts 35% repeat rates, topping industry benchmarks.
PizzaForno currently has more than 70 units across North America, with an additional 800 units already committed through 2024.
Its kiosks are installed in food courts, convenience stores, marinas, army bases, and post-secondary schools, a location Tomlin says is particularly popular, with its around-the-clock 24 hour operations able to accommodate the idiosyncratic sleep habits of undergrads. The kiosks also have the benefit of integrated touchless ordering through its app, cutting down the amount of time a person has to wait for their pizza to be ready.
V&CO is supporting the brands communications in Canada. In the U.S., the company works with Fishman PR outside of Chicago.