Round Table Pizza Enters Fast Casual Segment with New Concept

Fast casual resturant
Round Table Pizza, a chain of 450 restaurants located throughout the West Coast, has jumped into the fast casual segment with the opening of its new concept, Fresh Pixx. The restaurant, which focuses on customization and quality, offers individual pizzas and salads created for each guest from freshly prepared and unique ingredients.
The reception to Fresh Pixx has been great, explains Tinka Gordon, Chief Marketing Officer of Round Table Pizza. Everyone appears to be rushing into the fast casual pizza market, but we have brought it to a new level by providing a unique salad alternative, innovative toppings and a flavorful, crisp version of the traditional Round Table crust.
The experience starts with a choice of pizza or salad. Both are served on a crispy thin crust. Fresh Pixx team members then guide customers down the 30 foot open-kitchen counter, working with them individually to build each salad or pizza atop their personal canvas of dough. The customer can create a pizza or salad from scratch or choose from 18 specialties, including Chicken Picatta pizza and Steak and Gorgonzola salad. Drink selection includes fresh lemonade made with cane sugar, root beer straight from the tap, a great selection of cold tap beers, and organic wines. Ultimate gratification comes mere moments after guests are seated in the comfortable and modern dining room, when fresh pizzas and salads are delivered to the table.
The popularity of the salad entries has not been a surprise. “Other fast casual pizza concepts have relegated salads to an accessory sold in a plastic container next to the cash register;” says Michele Hennessey, Director of Product Development, however, our customers have told us that they want a fresh, customized salad entry alternative and we have created something special for them. Fresh Pixx salads are served on a freshly baked thin crust topped with olive oil and asiago cheese.
But whether your preference is pizza or salad, create-your-own or specialty, prices are simple and affordable, starting at $7.99.
This is the first of several Fresh Pixx locations slated to be opened by Round Table Pizza. “We are confident that we have developed a great concept for our guests and franchise partners,” explains Ted Storey, SVP of Business Development for Round Table Pizza. We plan to build additional Fresh Pixx locations in 2014 and will begin the franchise development phase in early 2015. The strategy of offering franchise partners multiple pizza brands to compete in the $30 billion market makes Round Table Pizza an extremely desirable option for franchise operators.
Source June 26, 2014 8:16 PM DUBLIN, Calif.–(BUSINESS WIRE)-

  • Sarah

    This is the time to move from Pizza of convenience to Gourmet fresh pizza. It sounds intersting that items are tailor made as per customer wish. I think this transisiton will be seen in India soon.

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