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What if we could help Sbarro come back from the brink of extinction?

With a new product line that helps Sbarro own its mobility and taps into a new culture.

RESEARCH, BRAND INNOVATION, STRATEGY, VISUAL DESIGN, UX/UI, PRODUCT DESIGN/INNOVATION

PROJECT OVERVIEW

This team project was completed in my 3rd semester of grad school to bring back a dying brand. Our solution was inspired by my team's diverse backgrounds and experiences with food. We were driven by our passion for food/cooking and creating new innovations in products.

MY ROLE

I helped my team conduct research, strategize, and concept/ideate. I develop recipes, designed and rendered 3D models for our new product line. I helped develop a narrative that brought our concept to life—showcasing how this new pizza would exist in the world.

 

INTRODUCTION

Since 1956, Sbarro has pioneered quick-service Italian food in high-traffic areas.

Sbarro was the first chain to establish a presence in malls, a growing part of American life in the late 20th century. From 1970 to 1990, the number of shopping centers in the U.S. grew from roughly 10,000 to over 37,000.

Sbarro became the largest shopping mall-focused restaurant in the world.

Shopping at malls became a leisure-time activity and mall developers incorporated food courts into their plans to keep customers within the mall. Sbarro capitalized on this opportunity to make their brand quick service “grab-and-go” pizza.

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PROBLEM

In 2021, shopping malls are rapidly becoming a relic of the past.

This is due to a massive shift to e-commerce; Coresight Research forecasts that 25% of malls will close in the next three to five years. However, the pandemic has only exacerbated circumstances and new forecasts estimate 50% of U.S. shopping centers will not reopen.

REALIZATION

Sbarro still has its competitive advantage—the same mobility that allowed Sbarro to attract shoppers in malls can be repositioned for a new target audience, because… 

Society has become a place for movers; yet, being “on-the-go" shouldn’t mean running on empty. People in the 21st century lead busier lives than ever before. Leisureliness was once a badge of honor among the well-off of the 19th and 20th centuries. Now, busyness—and the stressful feeling of time scarcity—has become the new badge.

Image by Marcin Jozwiak

Truckers help fuel America. Sbarro can be their fuel.

 

OPPORTUNITY

Sbarro has the opportunity to tap into cultures that are on the move—like truckers.

More than 3.5 million people work as truck drivers. Truckers generate about $650 billion dollars a year, or about 5%, of the American GDP. In 2017, trucks carried approximately 10.8 billion tons of goods across the United States.

SOLUTION