Rather than randomly dotting the map with locations, Toppers Pizza, the 41-unit pizza take-out and founder of fast casual delivered, has maintained a strategic growth pattern of opening clusters of locations in the same region, protecting brand awareness and allowing for stronger growth.
For the brand’s first 20 years, this strategy trialed and succeeded in Wisconsin. Now the hot franchise brand is striking gold with the same strategy in outside markets, such as Chicago and Minneapolis. In fact, by the end of 2012, Wisconsin will be home to 30 Toppers locations, including 5 in Chicago and 6 in Minneapolis.
The development strategy continues its momentum next year as well, as Chicagoland will add eight more locations and Minneapolis will add nine. By the end of 2015, Wisconsin, Illinois and Minnesota will boast more than 70 locations.