In January, there was a full house when the pizza chain Digg Pizza opened its first restaurant in Trondheim, enticing the first 500 customers with free pizzas.
- it’s absolutely enormous! says Christian Zeisler, Chief Growth Officer and Commercial Manager at Digg Pizza, on the phone from stavanger.
He estimates that there are around 400 people in line when dinside makes the call. Mainly young people.
– It’s cold, dreary, and quiet awful weather, but people are braving it to visit us. The queue is several hundred meters long.
zeisler explains that they have handed out the first 100 pizzas and that there are still 400 more to distribute.
– It’s absolutely insane how happy people are. We want to spread joy – that’s why we do what we do. And instead of spending money on advertising, we give out free pizza.
Sold out in under an hour: – Total chaos
– It’s partly as the kids have seen us on social media. When we’re about to open a new place, we receive 30-40 messages daily on social media asking when we will open. It’s a good sign that we’ve hit the mark with the product quickly.
Digg Pizza has focused on a very special concept where they offer sourdough pizza for between 100 and 150 Norwegian kroner.
– We have a good concept and a pizza that’s a little different, Zeisler explains.
What marketing strategies has Digg Pizza implemented to engage with the Trondheim community?
Q&A with Christian Zeisler,Chief Growth Officer at Digg Pizza
Interviewer: Thank you for joining us today,Christian.LetS dive into the exciting launch of Digg Pizza in Trondheim. What inspired the decision to offer free pizzas to your first customers?
Christian Zeisler: Thank you for having me! The idea was simple: we wanted to spread joy and create a buzz around our brand. Instead of spending heavily on conventional advertising, we decided to give away free pizza. It’s an unconventional approach, but it resonated well with the community. We estimated around 400 peopel in line on our opening day, and they braved cold, dreary weather for a chance to try our product.
Interviewer: That’s quite a turnout! Can you share the atmosphere during the launch? What were people saying?
Christian Zeisler: It was absolutely insane! The excitement in the air was palpable.We’ve handed out the first 100 pizzas, and people were so happy to receive them. Our goal is to create happiness through our food—this feedback shows we’re on the right track.
Interviewer: Speaking of feedback, you’ve mentioned a strong social media presence leading up to the opening. How crucial has social media been for Digg Pizza’s marketing strategy?
Christian Zeisler: Social media has been instrumental. We’ve seen a spike in engagement, receiving 30-40 messages daily from potential customers eagerly asking when we’re opening new locations.It indicates we’ve hit the mark with our product. It’s a valuable tool for connecting with our audience and building anticipation around our brand.
Interviewer: You focus on offering sourdough pizza priced between 100 and 150 Norwegian kroner. What makes your pizza concept unique in such a competitive industry?
Christian Zeisler: Our concept is driven by quality and creativity. Sourdough crust adds a different dimension to our pizzas. We believe it differentiates us in a crowded market. By offering a slightly unconventional product, we attract customers looking for something new and exciting. It also allows us to stand out in the minds of potential patrons.
Interviewer: with the overwhelming response you’ve received, what implications do you see for the pizza industry in Norway?
christian Zeisler: The response shows that consumers are looking for new experiences and quality in their food. The pizza industry in norway can thrive by focusing on unique product offerings and strong community engagement. If other brands take note of our approach, we could see a shift towards more experiential marketing and emphasis on quality ingredients.
Interviewer: What practical advice would you give to aspiring entrepreneurs in the food industry based on your experiences with Digg Pizza?
Christian Zeisler: Always listen to your customers. Engaging with them through social media can provide invaluable feedback and create a loyal customer base.Additionally, being innovative with your product can set you apart. Focus on quality and don’t shy away from trying unconventional marketing strategies, like offering promotions that genuinely connect with your target audience.
Interviewer: Thank you, Christian, for sharing your insights. It’s clear that Digg Pizza’s success stems from innovation, community engagement, and a focus on quality. We look forward to seeing how your brand continues to grow!
Christian Zeisler: Thank you! We’re excited about the future and appreciate the support from our community. Stay tuned for more flavorful developments from Digg Pizza!