Crust targets rev heads

 

crust-detail-pizzaCrust Gourmet Pizza has been targeting rev heads with a pop up store made from four 20ft shipping containers.

The temporary pizza outlet at Melbourne’s Formula One Grand Prix last month required two semi trailers and a crane to be assembled.

Crust Gourmet Pizza Bar MD, Michael Rose, says the pop up was primarily about brand awareness with sporting crowds.

“We feel that large scale events like the Formula One are a great way to give people a bonus experience that compliments their time at the event,” he says.

“[This provides] the perfect opportunity for them to fall in love with our pizzas then seek out their own local Crust Gourmet Pizza Bar.”

Crust customers were also treated to their own private Red Bull DJ and had a full view of the event’s main stage.

The Grand Prix shop follows the launch of the chain’s Upper Crust Bicycle in late 2013.

The idea was a new twist on pop up retail and food trucks: a dinner party on wheels targeting young and urban audiences.

It has so far appeared at Sydney’s Newtown Festival and Queens Park, as well as Pacific Fair shopping centre in Queensland.

The retro-styled bicycle seats 10 people around its sides for a impromptu banquet.

Crust was founded in Sydney in 2001 and acquired by Retail Food Group (RFG) last year.

RFG also owns Donut King, Michel’s Patisserie, Pizza Capers, and Brumby’s Bakeries.

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