Scott's to pilot new brand

Perfect Pizza, the UK arm of Canadian group Scott's Hospitality, is piloting a further pizza brand in nine stores only months after claiming it had no plans to rebrand any outlets.

The stores, called Pizza 2 for 1, are all based in the Greater Manchester area and have been converted from both Perfect Pizza and Gino's Dial-a-Pizza outlets.

The new brand offers customers reduced rates if they buy more than one pizza, although not actually two for the price of one as the name might suggest.

The move marks a departure from the company's previous policy. Earlier this year John Lacey, president and chief operating officer of Scott's, told Caterer there were no plans to test a new concept.

But in an interview with Caterer last week Tony Sherriff, managing director of Perfect Pizza, said the company had to try various options in order to move the business forward.

"As a franchisor in a rapidly changing market we need to try different initiatives," said Mr Sherriff.

"We are looking at different opportunities in the market to see what options are out there. This concept is based on our research in the market which shows people want to see they are getting better value."

The trial would last for a minimum of six months, Mr Sherriff said.