Pizza is heating up at several campuses in Southern California as PizzaForno installs automated pizzerias to serve an audience of well-known lovers of late-night pizza: college students.
The automated pizzerias have been installed at LA City College, and two units will be installed at Long Beach State shortly. In addition, PizzaForno added two units at Rio Hondo College: one at the police shooting academy range and the main campus late last month. With more than 70% of sales happening between 10 p.m. and 6 a.m., notes Travis Musser, master licensee for PizzaForno Southern California and Washington State, the locations make it possible to offer students safe, on-campus food access after hours.
Students can choose from a variety of PizzaForno favorites, including classics like Meat Lovers, Pepperoni, Cheese, Vegetarian, Barbecue, and even a Breakfast Pizza. To keep the menu exciting, the brand also features a rotating Pizza of the Month with limited-time flavors such as Margherita, Kraft Mac and Cheese, Jalapeno, and Hot Honey, according to Messer.
Messer first became involved with PizzaForno two and a half years ago, when he and his wife, Hollister, became master licensees for PizzaForno Southern California and Washington State. “Rio Hondo College is one of the very first schools that I approached. I happen to be very good friends with the baseball coach there. And, you know, the idea of ‘How can we benefit multiple things at one time?’ So, get into the schools, and we can give back to programs that we’re interested in. I come from the athletic world. I’ve been involved in sports my entire life,” Messer said.
Messer works with convenience services operators in his markets. “We've contracted with certain food industries and have agreements with Compass Food Service and Aramark as well. And that’s been a great partnership. It allows us to jump right in and help service their clients as well. And we provide them another food option — a hot food option that a lot of people don’t get the luxury of being able to use. And what makes us special is that we’re full-service. When we go in, I provide the machine, we clean it, we maintain it and we service it 100% of the time.”
Beyond food, PizzaForno is also engaging students through a campus ambassador program that provides flexible, paid marketing opportunities.
“We have an ambassador program that we use for students. We don’t just limit it to students, but it’s been a primary focus,” Messer said. “The ambassador program is something that we recognize: These are people who love our pizza.”
The loyalty program rewards the brand’s fans with swag, including free and discounted pizza deals.
Messer also partners with a non-profit organization, Pizza with a Purpose. “My wife and I, when thinking about what was important to us, wanted to give back,” Messer said. “CHOC Children’s Hospital is an organization we love to give back to. So, we pick a certain day during the week, and those days’ profits go toward CHOC Children’s Hospital and their epilepsy program.”
“We’re looking into an alternative one now — Rio Hondo Police Academy,” Messer added. “They have a Fallen Heroes program as well, and we are working out something for that as well.”
As the master licensee for PizzaForno Southern California and Washington State, Messer has sublicensees. “Every licensee — we work as a group with Pizza with a Purpose — but each licensee has their own passions that they’re involved in.”
