The not-so franchisey restaurant franchise
Challenge
Create a brand and marketing strategy for a restaurant franchise startup serving authentic Neapolitan pizza. How to build a loyal fanbase in a saturated market? And how can me make this franchise not feel like a franchise?
Insight
In an increasingly individualized society, the Dutch crave what the Italian family embodies: joy, connection, warmth, and shared meals that truly matter. What if dining at this restaurant felt like being part of a big, warm, slightly chaotic, Italian family?
Solution
Welcome to La Famiglia.
With a sprinkle of sprezzatura, Pizza Beppe stylishly serves quality food—and an authentic sense of family and belonging.
Start by connecting with Amsterdam’s young tastemakers through curated events and sharp, culturally attuned communication—then grow outward from there.
Result
Beloved for its good vibes, Pizza Beppe started as a go-to for young urbanites—but is now embraced by all generations. With seventeen locations across five cities (and more opening soon), Beppe is now the fastest-growing restaurant franchise in the Netherlands. Next up: taking the concept across Europe.
Social Feed
Credits
My Role Strategy & Creative Direction
Team Dominique van Rhee, Monique Wijnands,
Regina Wysny, Manon van Eijk
Client Pizza Beppe / Patrick Kraaijeveld
Year 2019-2021