Beggars Pizza
There's no shortage of authentic slices available throughout Chicagoland and Northwest Indiana—but it was our team’s job to show there’s only one Beggars Pizza.
With dedication to both quality food and its communities, Beggars Pizza has been feeding loyal fans for nearly 50 years. In that time, the Italian pizzeria chain grew from one restaurant on Chicago’s South Side to 28 locations throughout the surrounding areas. But all that expansion led to a lack of consistency among other hurdles. It was time to create a roadmap for the next half century ahead. The first order of business was to establish a consistent brand across all locations and all marketing efforts. By strengthening the consistency of the brand across all platforms and locations, we were able to create trust and elevate expectations for the brand on every level.
Branding
Beggars Pizza is first and foremost a family business, and we worked with the family at its helm to ensure the next era of the brand rang true to their vision. The logo, designed by their grandfather, was a must-keep, as well as the community atmosphere and lay-it-on-thick attitude that sets Beggars Pizza apart from the national chain competition. With these essentials in tow, we created a visual identity and messaging that bring the nostalgic-but-not-outdated, irreverent-but-not-rude, and humorous-but-not-corny brand into its future.
28
Cohesively Branded Locations
The 28 locations were given a fairly high degree of autonomy. Gradually, this became multiple social media channels, variations in logo use, promotional materials, menu items and more. We eliminated all these inconsistencies and unified the brand at every touchpoint.
Food Photography
Food photography is one of the most important elements when it comes to marketing a restaurant brand. We captured every sauce drip, cheese pull, and built-to-perfection burger in a photoshoot that showcases the best of the Beggars Pizza menu in a consistent visual style. The resulting photo library is an asset for use across branding and marketing executions.
By creating a consistent essence, we gave Beggars Pizza one brand, not splintered brands across a variety of mediums. We refined existing brand assets rather than starting from scratch. That way, current fans would recognize the brand, but see it represented consistently no matter where it came to life. This also made it easy for all family and franchise locations to unify under the new look and feel.
Business Essentials
At Beggars Pizza, “business essentials” means pizza and appetizer boxes, to-go bags, and menus. The lack of consistency from one location to the next did not reflect the consistent quality of food Beggars delivered. We changed all that by establishing a unified look and personality across all their business essentials at every location.
By creating a consistent brand look and feel across all their business essentials, a higher level of trust is established in the mind of the consumer. A trust that they will get the consistently delicious food they’ve come to expect from Beggars.
Website
Every delicious detail baked into the Beggars Pizza brand was pulled through to its redesigned website. The site features a unified brand design, a humorous attitude comes across in the tone of voice, and the new photography gives each menu item the appetite appeal it deserves. Not only is the site easy to use, but offers all the personality and visual stimulation needed to make the site a truly mouthwatering scroll.
When you launch a new and improved Beggars Pizza website, you want to make sure people know about it. We created emails and social media posts that carried the fresh brand look and voice across each announcement, inviting them to experience the new branding and improved functionality for themselves.
Marketing
One of the first things we did to ensure brand consistency was get rid of the different, inconsistent social channels built by the individual locations, and establish channels that conveyed a singular look and tone of voice. After that, we rolled the brand out across emails, social media content, direct mail coupons, paid search ads, annual coupon calendars for rewards club members, and more.
Marketing
Every year Beggars gives coupon calendars to their rewards club members. 2023 was the first year we integrated the look, and humorous tone of voice into a branded piece customers interacted with every day.
Marketing
The new Beggars brand fit in perfectly with the flavor of the South Side. We were able to bring this look and feel into the ballpark signage and in-park Beggars Pizza Pub. So even at the ballpark, brand consistency is the name of the game.
A strong brand is one that stays consistent across a multitude of mediums. One that’s immediately recognized at every interaction. We’ve had the privilege of partnering with Beggars Pizza to create branding that connects, establishes trust, and builds customer loyalty with a look, feel, and personality that people love.
“It has been a pleasure to work with the entire team. Their creativity and passion make marketing exciting again and we love the refresh they did on our brand. We look forward to another year of a great partnership.”
Amanda Garetto-Melvin | Beggars Pizza
