"At least once a week": this is the frequency with which nearly one in four French people consume pizza, according to an OpinionWay study published in August. After Pizza Hut and Domino's Pizza, another American behemoth is about to try its luck on the French market: it is Little Caesars Pizza, the third largest chain of pizzerias in the world. "France loves pizza and the time has never been better to establish Little Caesars in the country," read a press release published at the end of November by the company. If no opening date has yet been specified, the arrival of the sign is for “soon”, according to information collected by Le Figaro.
Founded more than sixty years ago in Michigan, Little Caesars Pizza is one of the most popular fast-food chains across the Atlantic. Its pizzas made with pretzel dough quickly became a bestseller there. The chain especially claims the invention of an innovative concept, baptized “Hot-n-Ready”. The principle? Offer the customer a vast freedom of choice in the development of his pizza and real-time preparation.
“French consumers will love our Hot-n-Ready concept, predicts the brand. No other fast food chain can offer such pizzas with high quality ingredients”. Little Caesars also highlights its particularly attractive value for money. “Our pizzas cost no more than six euros in some European countries, which is well below the prices charged by the competition”. This is actually five euros less than the average selling price of French pizzas (11 euros according to Gira Conseil).
Like many American chains, Little Caesars Pizza has chosen franchise development to establish itself in France. “Little Caesars is looking for franchisees,” announces the brand, which however poses several conditions. “Ideal candidates will need to demonstrate a passion for the industry and a deep understanding of local markets. They will also have to have $1.5 million in liquid assets and $2.5 million in net worth. Above all, aspiring entrepreneurs will have to be able to open “at least 25 stores in five years”.
One last point that says a lot about the objective of the future competitor of Domino's and Pizza Hut: to crisscross the territory. Before that, Little Caesars must win the favor of French pizza lovers. “We strive to please the palate and the behavior of the local consumer,” explains the brand, which, in addition to France, also has Germany and the United Kingdom in its sights.