Sunday, 17 August 2008

The End of Frozen Pizza?

Pizza may well be at its best when it’s served piping hot, but it was a frozen version of the food that has been grabbing people’s attention in London thanks to Papa John’s.

The pizza delivery company, which is the third largest in the world, allowed Leicester Square passers-by to watch as a stunning giant pizza sculpted out of ice melted away – signifying the end of frozen dough being used for any product on its menus, and throwing down the gauntlet to its competitors.

The eye-catching 3m diameter pizza, was hand-made by Wimbledon based top ice-sculptor Ben Edson and was complete with individually carved toppings of tomatoes, mushrooms and pepperoni.

The event was completed by Papa John’s management demolishing the pizza and handing complimentary samples from its 100 per cent fresh dough pizza range.

Marketing director Simon Wallis said: “We wanted to really draw people’s attention to the fact that frozen pizza dough is a thing of the past for Papa John’s, and we felt that this was a great way of highlighting that we are the only major chain to make this promise.

“We have recently replaced our only frozen dough based pizza with a great new fresh Authentic Thin Crust product which now means that we never use frozen dough on the menu.

“We believe passionately in producing quality pizzas using the best ingredients, and one of those is certainly fresh dough. We think once customers compare our fresh dough pizzas to the frozen dough product offered by our larger competitors, they will be sold on Papa John’s.

“All the feedback we receive shows that customers can really taste the difference between fresh and frozen dough, and hopefully this move will really raise the bar for the entire pizza business in the UK.

“Guaranteeing that every pizza we sell has been made using fresh dough will take away any confusion for customers and we firmly believe that it will set Papa John’s apart from the rest in terms of quality.

“This is a bold move, but we want consumers in the UK to see how serious we are about providing the best delivered pizza in the country.”

Video footage of the frozen pizza’s demise is now available on

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