Last August, Whitewater, Wisconsin-based Toppers Pizza launched a “Straight-Up Pricing” model in all 76 of its stores. According to vice president of marketing Scott Iversen, any pizza with more than two
toppings now costs the same, regardless of how many toppings a customer
piles onto his pie—and Toppers offers 30-plus toppings to choose from.
When PMQ heard this news, we wanted to know how the unlimited-topping change affected Toppers’ food costs, what the brand’s franchisees
thought, and if sales increased or decreased. Iverson answers all of our questions
and more in this exclusive—and insightful—interview. Could your pizzeria
be a candidate for fixed pricing, too?
PMQ: WHY DID TOPPERS DECIDE TO TRY A FIXED PRICE FOR
Scott Iversen: It was born out of the idea that customers want to be able
to customize everything. If you look at the successes of the Chipotles of the
world, guests are making their food their own creation. Pizza has always been
a customizable food, but we have, as an industry, taught people that in order
to customize it, we’re going to penalize you by charging you for every topping.
We just wanted to make it very simple and say that Toppers is the place you
could come and customize to your heart’s content for one price—straight up.
Toppers Pizza tests the waters with a new pricing model for unlimited
toppings. By Liz Barrett | Photos provided by Toppers Pizza