MANILA, Philippines – The partnership between fruit packaging giant Dole (Phils.), and Lots A Pizza, via the launching of Lot’s A Pizza’s (LAP) new theme image “Lots’ a Bagong Sarap” aims to increase stronger image awareness for its leading premium products.
Teresita L. Ngantian, LAP president/treasurer, said agreement seeks to enhance the tasty goodness of its pizza’s unique twist via Dole’s pineapple tidbits.
She recalled the early years when she and her husband Eduardo Ngantian opened shop in Mendiola to cater to university belt students, professors and young professionals.
“The above tagline says it all – loads of tasty goodness. The Pilipino word “Sarap” also connotes enjoyment, pleasure, or fun.”
Convinced of the product’s growth potential, Ngantian took up a ‘Pizza Technology’ course in the United States, developing what is now called a “unique twist” as its signature crust, one that is chewy and crunchy at the same time, and “lotsarap pa rin” even when cold.
Thus, LAP began to make its mark in the local food service industry, and in year 2000 started franchising the brand. “To date we have 205 outlets, while 154 are franchised and the rest, 51 company-owned. These are located all over Luzon, from as far as Isabela in the North and Legaspi, in the South.”
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The firm is strong in research and development, whereby consumer needs are continuously upgraded. Its market research program revealed that consumers were willing to pay more than the price offered, and to try more premium pizza products specifically one with mozzarella cheese. “For giving them value for money, while we increased our prices, we also improved the look,” Ngantian said.
New toppings were introduced for its classic bestseller lines which include hotdog festiva, garden harvest and Hungarian fiesta. To date, Great Manhattan remains its top seller, followed by Hawaiian delight. Its premium crusts, has evolved from several studies, successfully incorporating a special ingredient.
Ngantian, who joined the Pizza Expo March this year to see modern trends and new technology in the pizza business, stressed LAP’s commitment to product improvement in order to further sustain the business.
