Press

A turning point in the history of the brand, coinciding with its
35th anniversary

The leading delivery pizza brand in Spain, which introduced the home-delivery service in 1987 in our country, revisits 35 years after its birth the secret of its success and relaunches the brand with a new strategy, a new image and a new recipe.

The new recipe improves the three basic ingredients of its entire line of pizzas, a more consistent dough, a creamier cheese and a new tomato sauce with a more intense flavour. According to the results of Telepizza's blind comparative study, the new recipe has already been validated by more than 60% of the customers who participated.

23 March 2022 - Telepizza today unveiled the relaunch of its brand, a milestone that coincides with its 35th anniversary and seeks to strengthen its growth strategy. The pioneering delivery pizza brand in Spain is updating and rejuvenating its main assets that have led it to lead the market since its founding in 1987, launching a new image, a new recipe for its Telepizzas, a new strategy with a focus on digital channels and the development of new shop formats to increase its capillarity.

"The secret is in the dough" has been the brand's hallmark since its origins, a positioning that Telepizza is once again taking up in this new phase as a nod to its history and to one of the added values of its product. Telepizza makes the dough for its pizzas in its factory located in the town of Daganzo de Arriba (Madrid), with its own recipe and a secret formula that it has been using since 1987 and which has a unique production process: 7 days of preparation, 72 hours of fermentation and a perfect kneading and stretching by hand in the shop, just before baking.

With the new recipe Telepizza unveiled today, the brand improves the three ingredients that make up the basis of a good pizza: dough, tomato and cheese. With a change in its secret recipe, Telepizza now offers a new, more consistent and spongy dough that facilitates the stretching process in shop and guarantees uniform thickness; a new tomato sauce without frying and without added oils and seasoned with oregano; and a new melted cheese, 100% dairy, which adds more creaminess to the pizza.

"Innovation is a constant and hallmark of Telepizza. We were pioneers when we introduced the home-delivery service in Spain in 1987 and today, on our 35th anniversary, we dare to revisit the secret of our success with a new recipe that retains the same essence as always, but with an improvement in the quality, taste and presentation of our Telepizzas. We are convinced that this focus on constantly improving the quality of our products puts us in an even better position to increase our competitiveness in the market" says Ana Diogo, General Manager Iberia of Food Delivery Brands, the restaurant group to which Telepizza belongs.

Telepizza's new recipe has already been validated by consumers through a blind comparative study between the current recipe and the previous one. The result confirms the acceptance of the new recipe, with more than 60% of consumers highlighting both its more intense flavour and its texture and visual appearance.

35 years delivering Telepizzas at home

With a network of 718 shops in Spain, and a Telepizza an average of 8 and a half minutes from the homes in the cities where it is present, Telepizza is the pizza brand with the greatest capillarity in our country, present in all the autonomous communities and cities with more than 40,000 inhabitants. It is also the only brand from which more than five million Spaniards living in small towns can order home-delivered pizzas.

The company has an ambitious expansion plan underway with the aim of opening 25 new establishments by 2022, focusing on increasing its capillarity in towns of around 25,000 inhabitants to be even closer to its customers. It will do so by developing and implementing new smaller shop formats, mobile shops, foodtrucks and modular shops, with the aim of boosting delivery and take-away services, which currently account for almost 90% of the brand's business.

Telepizza, a young brand at 35 years of age

Telepizza's new strategy also boosts its presence on digital channels such as TikTok, Twitch and Instagram to get closer to the younger generations. To present this new stage, the brand has turned to such popular characters among young people in our country as the rapper Arkano, the singer and composer Beatriz Luengo and the TikToker Claudia García, who star in the brand's new relaunch campaign. Telepizza accompanies its relaunch with a catchy song in which its protagonists share the secret of their success, doing things by themselves, in a simile with the secret of Telepizza's success, which lies in its home-made dough. In addition, the brand has recently signed a sponsorship agreement with the streamer Ibai Llanos and his eSports team Finetwork KOI, which will help to convey the new tone, values and positioning of the new Telepizza.