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Pizza Capers takes on South East Asia one slice at a time

Australian gourmet pizza brand Pizza Capers is set to expand further into South East Asia, with plans to open new stores in Penang, Kuala Lumpur, Shanghai and Jakarata in early 2011.

The company’s decision to take on the Asian market was sparked by the success of its first overseas store in Singapore, which opened earlier this year. 

A second Singapore store is now under construction and will open in late 2010.

“It has always been our goal to take Pizza Capers international, but the growth of the brand overseas has taken us by surprise,” said Pizza capers co-founder Anthony Russo.

“The Singapore store has performed far above our expectations. When it first opened, we expected the majority of customers would be expatriates. However, we’ve found that 99.9 per cent of our customers are Singapore nationals. There’s a huge demand for our products.

“As with other countries, people are very health-conscious nowadays and there is a big push for healthier food with fresh, quality ingredients. People are also more time poor. They want delicious, restaurant quality food that is quick and convenient.  The Singapore market was ready for something new and it seems we opened our store at the right time.”

Mr Russo said the new South East Asian stores would be owned by expatriate businessmen Paul McNamara and Matt Boylan, who also own the Singapore store.

“We are looking forward to this next chapter of our business,” he said. “We put in a lot of effort laying the groundwork for the Singapore store, so we are confident that our concept and our gourmet pizzas will be just as successful in Malaysia, Indonesia and China.”

Known for using only the highest quality ingredients, Pizza Capers stands out in a market saturated by competitors whose only focus has been delivering the cheapest pizza. The company estimates it controls approximately five per cent of the Australian pizza market.

Pizza Capers currently has more than 90 stores in Queensland, Victoria, South Australia, New South Wales and the ACT and one in Singapore.

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