Gustavo Gusto:
Michael Götz
You don't have a chance, so take it: true to this classic Sponti motto, Gustavo Gusto's pizzaguerillas have conquered the No. 3 spot in German freezers and pizza ovens within just a few years.
Without a marketing budget, reach and awareness, they have challenged the pizza kings Dr. Oetker and Wagner and have grown to become the fastest-growing food brand in Europe with a turnover of 140 million euros.
How do you thaw a frozen market as a nobody? We wanted to find out from Michi Götz, Head of Marketing at Gustavo Gusto and CMO of the Year 2023. We also talk to Michi about:
- how the newcomer brand differentiates itself as much as possible from the big players in the industry
- why it is problematic to grow into a 140 million company
- why XXL pizzas are now also available in small sizes
- and how megalomaniac you have to be to take on heavyweights like Dr. Oetker and Wagner.
Incidentally, Michi Götz's basic recipe is “Think radically different”. So far, we can say that it has risen like yeast dough.
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Tatjana Wolfram
Customer Relationship Management