__________________________________________________________________________________________ Kotipizza
Group Oy
Pivoting to consumer preferences
With the business recently undergoing a brand update, Heidi highlights the benefits and impetus behind the move:“ In early June 2025, we officially launched a brand refresh aimed at strengthening our position in the competitive restaurant market. The refresh included updates to our visual identity, restaurant interior design, digital platforms, and menu items. The refresh is based on extensive data gathered from our sales, franchisees, customers and market research across Finland.
“ The refresh was driven by the need to respond to shifts that have moved the whole restaurant industry over the past decade. It’ s been over ten years since Kotipizza’ s last major brand refresh, and the world has changed in many ways since then. One of the most impactful shifts has been the rise of digitalization. Customers interact with us primarily through our digital channel kotipizza. fi, and order pizza online. At the same time, the growth of food delivery has changed how and when people enjoy their meals. More and more customers prefer to eat at home, rather than in restaurants, and dining times have become increasingly fragmented. Pizza cravings, for instance, often strike after 9pm, which marks a clear departure from
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