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The brand's consumers highlight that Telepizza products are 57% tastier than those of other pizza brands, according to data from the consultancy firm Kantar.

Telepizza has always stood out as a pioneer and innovator and was the first pizza delivery brand in Spain to offer a double-decker pizza or sweet pizzas for dessert.

19 July 2021 - Telepizza is recognised by consumers as the leading pizza delivery brand for its unique taste. They highlight that the quality of Telepizza's pizzas is 40% higher than those of the competition and the sector, and that its products are 57% tastier than those of other pizza brands, according to data from the consultancy firm Kantar. A rating that contrasts with the opinion they have of their commercials, which go unnoticed in the advertising block.

In an exercise in transparency and honesty, Telepizza acknowledges that in recent years its campaigns have failed to connect with its customers and, according to the company's own internal data, it gets a pass mark in the overall assessment of its advertisements. Consumers rate originality at 6.4 and when it comes to their connection with the brand, the score drops to just over 6. These data make it clear that something is wrong with Telepizza, and it is not the product.

The company has therefore decided to begin a process of brand transformation, taking advantage of the new phase that is now opening with a new management team, and which seeks to reconnect with the consumer, focusing on the unique flavour and variety of its Telepizzas, which have made it the leading pizza delivery brand in Spain. The starting signal for this change is given by the new campaign "Estamos muy buenos" ("We are very good") in which Telepizza, in a humorous tone, is self-critical and recognises that it has not always got it right in the way it has advertised to its customers and extolled its product. With a transgressive tone and a very different language to what it had been using, the brand resorts to disruptive shots, cross-cuts and new points of view to achieve a spot in the purest 'food porn' style that highlights Telepizza flavours and breaks with what has been seen so far in adverts for other brands in the sector.

"We need to get back to being the iconic brand we were, reconnecting with our loyal consumers and appealing to those new generations through the distinctiveness of our advertising and the taste of our pizzas," says Jesús Cubero, Chief Marketing Officer of Food Delivery Brands, "We have done a detailed review of our assets and the advertising we have done so far and we recognise that it may not have been the most distinctive or the one that best praised our iconic pizza. We have been overlooked on the advertising block for some time and have lost our connection with young people. That's why we are working on our new brand communication territory. This campaign is an exercise in transparency and honesty with our customers and speaks to the moment we are in, which will usher in the new Telepizza we want to be, blending relevant innovation and disruption in advertising".

In addition, Telepizza is investing in new models of smaller shops and foodtrucks and is reinforcing its expansion plan to increase its presence in towns of less than 15,000 inhabitants, and to reach the objective of closing 2021 with close to 900 establishments in Spain and Portugal.

Innovation from lunch to dessert

Telepizza has been making pizzas with a distinctive flavour for almost 35 years, with its own dough recipe, innovating and expanding its menu with new product lines and varieties that respond to the tastes and needs of its customers, without losing any of the flavour or quality of its pizzas.

Telepizza's product innovation journey has been marked throughout this time by major milestones that have transformed the brand and the pizza delivery sector. One of these moments of change was the launch of the Telepizza Tandem Gourmet in 2018. For the first time, from the hand of Telepizza, Spanish consumers could enjoy a double-decker pizza, fusing the varieties most chosen by customers: Barbecue and Carbonara.

Telepizza was also the first brand to break away from the traditional round shape of its pizzas. In 2019 it opted for square pizzas with lots of cheese with the Telepizzas Quadroller, and was encouraged to launch the Telepizza Rainbow, a limited edition in square format to celebrate LGTBIQ+ Pride Week. In 2021, on the occasion of the Great Sevillian Derby between Real Betis Balompié and Sevilla Fútbol Club, it once again plays with the shape of its pizzas and launches pizzas in the shape of the two teams' shields for customers in the city.

Sweet flavours arrived on the Telepizza menu in 2017 with the launch of the Telepizza Sweet made with KitKat, which was followed in 2018 by the Telepizza Sweet Red Box. Telepizza's sweet category has grown in 2021 with the launch of the Telepizza Sweet made with Oreo, which makes it clear that Telepizza will continue to offer its customers products that make them enjoy everything from lunch to dessert.

Innovation from the masses

In 2008 Telepizza became the first pizza delivery brand to offer two types of dough, gluten-free and gluten-free, and the first restaurant delivery brand to offer an alternative for gluten intolerant customers. For more than 10 years, Telepizza gluten-free pizzas have allowed customers with coeliac disease to choose from the brand's 5 most popular flavours: Barbecue, Carbonara, York Bacon, 4 Cheese and Pepperoni. And this year Telepizza has done it again and has become the first delivery pizza brand in Spain to launch a line of products 100% suitable for vegans, with three varieties of pizza and 100% vegan Nuggets.