A conversation with Patrick from Pizza Beppe: building a strong brand
For more than five years, Pizza Beppe and The Fully Bookers have been working together to grow one of the best-known Neapolitan pizza brands in the Netherlands. Whilst Pizza Beppe focuses entirely on building a strong, authentic brand and an authentic product, as well as delivering an optimal guest experience, The Fully Bookers provides support in the areas of technical marketing, SEO, AI, online strategy and the latest digital developments.
In this interview, Patrick explains how Pizza Beppe consciously stays true to its identity, why technical marketing is particularly valuable to them, and how a partnership free from unnecessary complexity contributes to the brand’s success. He also looks ahead to the future of Pizza Beppe and the role that innovation and a reliable marketing partner will play in it.
Pizza Beppe has a strong identity. To what extent has this been deliberately cultivated?
“That identity has been very deliberately built up, but at the same time it has also developed quite naturally. This is down to our partnership with AVPN, where the product and authenticity take precedence. The most important thing for us has always been to stay as true as possible to the original idea of authentic pizza. We make a conscious effort to let ourselves be influenced as little as possible by outside opinions. Of course, we listen to partners, franchisees and colleagues who have ideas, but ultimately it’s all about the brand you originally conceived.”.
That’s why we try not to make things any more complicated than necessary. When we open a new restaurant, such as the one we’re opening now in Nijmegen, we put a lot of effort into the ambience, the interior with its vintage furniture and art, and the details surrounding the oven. That’s where the depth lies for us. The rest is mainly about staying consistent and making the pizzas in accordance with the AVPN quality mark. It’s precisely sticking to the same vision for seven to eight years that ultimately makes the difference.”
How did the collaboration with The Fully Bookers originally come about?
“I believe it was Dominique from our content team who started looking for a marketing partner back then. I suspect someone within The Hague network recommended The Fully Bookers. Dominique also has a background in The Hague herself, so that connection was quickly made. We’ve now been working together for over five years.”
Which of The Fully Bookers’ services are you currently using?
“We use a range of marketing services. Among other things, The Fully Bookers supports us with technical marketing aspects, such as SEO, Google, AI developments and the technical back-end of our online marketing. They also contribute ideas on new marketing developments, review management, programmatic marketing and various strategic projects.”
Which of the services do you think has had the greatest impact, and why?
“For us, the greatest added value really lies in the technical side of marketing. It’s a field that’s constantly changing, and one in which The Fully Bookers continues to lead the way. Think of AI, developments at Google and all the technical optimisations behind the scenes.”.
”We produce most of our content ourselves, as it’s very closely linked to our brand. But when it comes to the technical side of things, we feel completely taken care of. That gives us confidence.”
Could you describe a specific highlight or moment of success from the collaboration?
“What I really appreciate is that The Fully Bookers are constantly coming up with new developments. Review Management and Programmatic Marketing are good examples of this. They keep looking ahead and bringing new opportunities to our attention.”.
A great example of the impact of marketing is our recent collaboration with Picnic. Through this, we sold over 10,000 frozen pizzas in a short space of time, but more importantly, we reached hundreds of thousands of people who weren’t yet familiar with Pizza Beppe. Collaborations like this enable a brand to make huge strides in one go.”
What sets The Fully Bookers apart from other organisations you’ve worked with? How do you find the communication and support provided by their team?
“What I like is that The Fully Bookers understands how we work. We don’t like complicated processes or endless meetings. Above all, we just want things to be sorted out.
They tailor their communication accordingly. No long reports that are of no use to us, but practical and targeted collaboration. As a result, we get a lot more done. They understand that, as hospitality business owners, we want to focus primarily on running our restaurants.”
How do you see the future of our partnership with The Fully Bookers?
“I expect the partnership to continue to develop in the same way. Marketing is constantly changing, particularly with AI and all the technological developments. It’s great to have a partner who continues to lead the way in this area.”.
”We don’t need to be the first at everything, but it has to be right. That’s why we trust The Fully Bookers.”
What are Pizza Beppe’s ambitions for the next five years?
“We will continue to grow in the coming years, although the pace will level off slightly in the long term. Over the next three years, we expect to open plenty of new branches with our franchise partners. In addition, we aim to open one or two of our own restaurants each year.”.
We also expect there to be increasing scope to invest in marketing and brand development. Ultimately, our main aim is to continue building a strong and recognisable brand.”
Favourite pizza on the menu?
“The Marinara Piccante. Perhaps the simplest pizza on the menu, but that’s precisely why it’s my favourite.”
View Visit the Pizza Beppe website and find out about the concept and the locations where you can enjoy a delicious pizza!
