Marco’s Pizza CDO discusses new prototype, brand platform
An interview with Pizza Marketplace: 1-on-1 with Pizza Leadership
Marco’s Pizza introduced a new store design in the Boise, Idaho market, incorporating data-driven decisions, a modern atmosphere and cutting-edge technology to enhance customer experience. Future plans include expanding the redesign and incorporating advanced tech features throughout their locations nationwide.
Marco’s Pizza recently debuted its new store design in the greater Boise, Idaho, market. The store is located in Meridian, and after extensive research and data-driven decisions, it features aesthetic updates as well as operational enhancements.
Pizza Marketplace talked to Gerardo Flores, CDO for Marco’s Pizza, in an email interview to learn why now was the right time to drop the prototype, how it aligned with the brand’s new platform, what technology is being leveraged and what new equipment is being used.
Q: Can you tell us about the inspiration behind the new Marco’s Pizza store design? What kind of atmosphere are you trying to create for your customers?
Flores: This redesign was inspired by our customers, franchisees, and our vision for the future of the brand. We are constantly tapping into data and consumer insights to fuel our decisions. That, coupled with the recent launch of our new brand platform, But Wait, There’s Marco’s, signaled to us that it was the right time to make changes that would have a lasting impact. Like our brand refresh, the new store design is meant to provide convenience to our franchisees and customers, while delivering a modern and warm atmosphere. As carry out and delivery continues to drive our business in the U.S., our new store design features an elevated waiting area, new branding, provides a QR code on the wall for easy mobile access and features a pick-up window for those who don’t want to leave their vehicle.
Q: How does the new store design aim to improve the customer experience, whether it’s for dine-in, carry-out or delivery?
Flores: One of our top considerations when developing our new store design was enhancing the customer experience to meet consumers where they are at. Customer preferences have been evolving rapidly over the past couple of years. Rather than remaining stagnant, we believe in proactively implementing changes to better serve our customers. While the redesign has an aesthetic focus, the new locations will also serve as a test bed for cutting-edge technology to boost both back and front of house operations, in turn helping reduce wait times, increase consistent quality and more.
Q: What specific features of the new design are intended to enhance the functionality of the store for both staff and customers? (e.g., order pickup areas, prep areas)
Flores: While the Boise location serves as a launch of our redesign, customers and franchisees can look forward to the new store design being the standard moving forward in an effort to drive innovation. Key features in testing include pick-up doors and windows, new strategically placed beverage coolers for employee and customer convenience, warming racks and pizza lockers with quick and secure access.
Q: Will the new design concept be adapted to incorporate any local touches specific to the communities the stores serve?
Flores: While the store design will not have any local touches, the local community remains a priority for us. Implementing giveback initiatives at the local level continues to be a focal point of our ongoing community engagement strategy. A large part of this will be seen in our work with the Marco’s Pizza Foundation. For example, during the Boise grand opening, the local chapter of Junior Achievement received a $5,000 donation presentation from our Foundation.
Q: Does the new design prioritize any sustainable elements or eco-friendly materials?
Flores: We continue to look at new technologies and other elements that create efficiencies within the business.
Q: How does technology play a role in the new store design? What tech features are planned?
Flores: Technology within the new store design will feature a seamless integration of our Marco’s Order Management System (MOMS). For the past year, our team has been rolling out and implementing the proprietary, 100% cloud-based, technology platform. Coupled with our new design and equipment, these tools will work in unison to support franchisees and day-to-day operations. From payment processing and a point-of-sale system with labor scheduling, inventory management, and sales dashboards, each capability acts as a resource for franchisees and managers. As we continue to develop our redesign, we look forward to incorporating further tech into the system including building our AI and machine learning capabilities.
Q: Can you share the timeline for implementing the new design across Marco’s Pizza locations?
Flores: The team is diligently working to roll out the remaining Idaho stores that will act as a corporate test bed for the store redesign and new technologies. With implementation of varying technologies and design features underway in our franchised locations, we are eager for new partners to expand the redesign across the country.
Q: How will the new store design impact Marco’s Pizza employees and their work experience?
Flores: It is too early to tell as we just started testing the new design and new technologies in Boise. The goal of the new design is to improve the experience for Marco’s team members and customers.
Q: Does the new design represent a long-term vision for Marco’s Pizza stores, or is it a stepping stone for future design iterations?
Flores: We are continually looking for new opportunities and facets to provide exceptional guest experience and drive franchisee profits. This redesign is just one step our team is taking to enhance our system, but by no means is it a stopping point. While the design elements are aligned with our long-term vision, technologies and equipment within our stores will continue to evolve as we find the right investments for our brand.
