In addition to traditional pizzas, Toppers Pizza is known for launching unique spins on pizza, including the Buffalo Chicken Pizza and the Mac and Cheese Pizza.

Premier Business Partners:

Northern Pizza Equipment

While its big-name competitors are geared to attracting families, Whitewater, Wis.-based Toppers Pizza targets college students. Chains such as Domino’s, Papa John’s, Pizza Hut and Little Caesars dominate the pizza industry, but Toppers President Scott Gittrich says the 17-year-old company is less than intimidated.

“[The large chains] really are often referred to as the Wal-Mart of the pizza business,” Gittrich states. “Even though people spend money on their businesses, [customers] don’t get excited anymore. Toppers stores have fanatics – we have that brand loyalty.” For example, Toppers’ Whitewater and Madison locations delivered “some ridiculous amount of breadsticks” at a wedding, Gittrich adds. “The [bride and groom] wanted to give these breadsticks to their guests before they leave,” he recalls.

In addition, Toppers also created a Myspace pizza page two years ago, and within a week, the company attracted 1,200 Myspace friends.

Naturally Fun
Toppers makes 5,200 pizzas a day at its 20 locations across the Midwest. It is adding 10 more stores this year, opening several locations near college campuses in Iowa City, Iowa; Champaign, Ill.; East Lansing, Mich.; West Lafayette, Ind.; and the Milwaukee metro area. Toppers’ competition, Gittrich notes, is homogenized. “Their products are all very similar in pricing and they all market to families,” he says. “Our marketing is more fun, we connect to our customers on a personal and emotional level. We’re open until 3 a.m. to 4 a.m., seven days a week.”

Gittrich also credits Toppers’ popularity to its unusual menu. Only 30 percent of its sales come from traditional items such as pepperoni pizza, while 70 percent come from Toppers’ house pizza, Big Bake grinder sandwiches and Topperstix, its most popular item. “Sixty percent of orders have Topperstix as a side, or in some cases, they order just that,” Gittrich asserts.

Toppers’ patrons perceive the company as different, Gittrich continues. “We act different – we have a rowdier image,” he adds. “We do silly things with our customers.” For example, Toppers once offered little toy soldiers and suckers at the beginning of a school year. “That catches people off guard and is consistent of who we are,” he states.
    
Welcoming Customers’ Ideas
In August, Toppers is launching the Buffalo Chicken Pizza, Mac and Cheese Pizza and the “BL Frickin’ T,” its version of a BLT pizza. Toppers is also coming out with new Topperstix called Baconstix. R&D plays a big role for Toppers, but customer feedback takes the front seat, Gittrich notes.

“We do research and develop things formally, but we still try to maintain the grassroots approach where we [ask] our customers for ideas,” he states. “For example, a guy from Oshkosh, Wis., wrote to me and suggested a Cuban sandwich. I like that idea. We’re looking at [expanding our] sandwiches and we’re considering that.”

To ensure quality, Toppers’ products are made from scratch. “We work directly with manufacturers to bring in the best products for our food,” Gittrich says.

‘In a Good Spot’
Like other businesses, Toppers is not immune to challenges. The pizza business, in particular, is facing a hike in commodity prices.  

“Flour and cheese are two of our biggest purchases and those two are in record prices in the last few months,” Gittrich states. “And because 70 percent of our sales is through delivery, we had to increase our reimbursements for fuel to our delivery people.”

The cost of doing business is up, but fortunately, Toppers’ store sales also are increasing. Gittrich says there are positive outcomes of a slow economy. “We’ve got favorable leases in good markets, and it’s easy to hire and retain high-quality people initially because of the unemployment rate,” he explains.

Despite its growth, Toppers wants to focus on the present. “I feel that one of the challenges is to stay focused on reality,” he says. “We’re in a good spot. Our average sales are very high to begin with and we’re financially healthy. For the last few years, it felt like no matter what we did, our sales are going to be up double digits. I don’t see us slowing down.”