Client Success Story
Pizza Braai™: South Africa’s Unique Twist on Homemade Pizza
The Pizza Braai™ was born out of a simple yet brilliant idea: to combine the joy of braaing with the deliciousness of homemade pizza. What began as a personal project to enhance the family braai experience quickly evolved into a successful business, captivating the hearts of pizza lovers across South Africa.
Learn about their innovative approach to product design, their strategies for building a strong brand, and their aspirations for future growth.
What was the inspiration behind the development of the Pizza Braai™, and how did you identify a market need for such a product?
In 2012 we first had the idea to design a pizza oven that can fit into a braai. Soon we realized that serious heat is needed to make great tasting pizza. On a Friday afternoon the first prototype was built and that Saturday we had our very first pizza braai party. The idea was great and it worked. It worked so well that we decided to upsize the design to be used in our wedding venue to make pizzas for up to 90 guests.
Despite hosting numerous successful pizza braai events over the years, we had yet to realize the full potential of our pizza braai. 2020 arrived, lock down struck and everyone was at home and a lot of braaiing was done. Having disassembled the first prototype, we only had the upsize version of our pizza braai which is way too big for a normal braai.
The urge for pizza grew, but also the need to have a pizza braai small enough that it can stay in your braai when not in use, but still have enough space to braai. Back to the drawing board.
A completely new design was drawn up and the prototype was built. The design worked even better, faster, it was much smaller and we soon learnt that it was also versatile.
Soon we had another pizza braai party and our friends wanted one of our Pizza Braai’s. Having to build 10 pizza braai’s we figured, why not build more.
And so Pizza Braai™ was born. What started as a simple idea among friends quickly transformed into a thriving business. We began to refine our designs, incorporating feedback from our initial customers and experimenting with different materials and configurations to ensure optimal performance. Our goal was simple: to create a pizza oven that was not only efficient and easy to use but also durable and aesthetically pleasing.
How does the Pizza Braai™ differentiate itself from traditional pizza ovens and grills? What are its key features and benefits?
The Pizza Braai™ stands out as a unique (first of its kind) and versatile cooking solution by combining the best aspects of traditional pizza ovens and braais, with innovative features designed for modern cooking enthusiasts. Here are its unique selling points:
- Easy to use – Simply make your fire (wood or Charcoal) on top of the Pizza Braai™ and slide your pizza into the drawer.
- Multifunctional – can also be used to bake and grill meats, chicken, fish, bake bread and plenty more.
- Can be used anywhere that you can make a fire.
- Great for camping
- Solid Steel Design – Durable
- No Breakable parts
- Easy Cleaning
- No assembly needed
What distribution channels have you used to reach your target market, and how have you balanced direct sales with retail partnerships?
Our sales primarily come from direct channels such as WhatsApp, email, and our online store. Social media plays a vital role in spreading awareness and reaching potential customers. Takealot is another excellent platform for gaining exposure, particularly for less-established brands. While we have strong relationships with a few retail partners, we value the direct interaction we have with our customers and prefer to maintain that connection.
Pizza Braai™, has started exporting to Europe. Apart from this have you explored the potential for exporting the Pizza Braai™ to international markets? If so, what are the challenges and opportunities?
We have considered expanding into international markets, but there are several challenges to address:
- Logistics and Shipping: International shipping involves managing customs, duties, shipping costs, and potential delays. Given the durable and heavy design of the Pizza Braai™, the shipping costs are notably high.
- Brand Recognition and Competition: While Pizza Braai™ is well-established locally, it may lack the same brand recognition abroad. Competing with established local pizza oven brands and international kitchenware giants could pose a challenge, especially without a robust local presence or distribution network.
- Cultural Fit: While the concept of pizza and braai is popular in certain regions, it may not resonate as strongly in others. Understanding local tastes and how the product aligns with regional eating habits is crucial for successful market entry.
Can you share your experiences with handling import duties and regulations in South Africa? Have you experienced any challenges with this?
No challenges so far.
What advice do you have for businesses in South Africa that are trying to launch their own unique product, or that may be navigating import and export logistics for the first time?
Do not try to do everything on your own—seek help from an expert. This is one of the most valuable lessons we learned when started the company. In the long run, it will save you money.
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