You don't have a chance, so take it: true to this classic Sponti motto, Gustavo Gusto's pizzaguerillas have conquered the No. 3 spot in German freezers and pizza ovens within just a few years.
Without a marketing budget, reach and awareness, they have challenged the pizza kings Dr. Oetker and Wagner and have grown to become the fastest-growing food brand in Europe with a turnover of 140 million euros.
How do you thaw a frozen market as a nobody? We wanted to find out from Michi Götz, Head of Marketing at Gustavo Gusto and CMO of the Year 2023. We also talk to Michi about:
- how the newcomer brand differentiates itself as much as possible from the big players in the industry
- why it is problematic to grow into a 140 million company
- why XXL pizzas are now also available in small sizes
- and how megalomaniac you have to be to take on heavyweights like Dr. Oetker and Wagner.