Pizza Point is yet another clone of Pizza Hut that has been on Karachi’s foodscape for over a year now but only recently got in the limelight with it’s special deals which it is promoting through scrolls as part of cable TV advertising.
It seems Pizza Point is confident of making it big in the cutthroat food service industry of Karachi, as is evident from the fact that it has already churned out three outlets at strategic locations: Gulshane Iqbal, North Nazimabad and DHA.
The location of the North Nazimabad outlet is by far the best, situated on the Donisl and Cool 90s food street in Block H. The Gulshan joint is the most subdued, an open-air cafesque joint on the road leading to Gulshan chowrangi coming from Mukka chowk –Aisha Manzil.
We visited the North Nazimabad outlet sometime back before they hit the cable TV circuit and we were most impressed by it. Not only is the outlet enormous in size, with two floors and a private dining room unheard of in this part of town, the attention to detail is exquisite. While the interior is not exactly baroque, having the usual pizza parlor arrangement, they’ve made an effort to project an aura of an upscale pizza joint with its elaborate designs.
At the time we visited, Pizza Point was offering the ‘Buy one Large pizza and get a regular for Rs.99’ only through coupons printed in the Homexpress magazine. Either the penetration of Homexpress isn’t much or people have stopped reading it altogether because there weren’t many customers when we visited it.
Now they’ve made that deal open to all devoid of any coupon requirements and promoting it through cable TV scroll along with its Triple Damaka offer as part of its Anniversary celebrations.
Now two deals at the same time is not the most effective option. For one, it gives the impression that the brand is desperate to lure customers in and is coming up with all sort of deals because the product itself is maybe not good enough. Secondly, you cannot measure the impact of the individual deals, which one was effective and which one wasn’t.
We opted for their buy one get one for Rs.99 deal and chose their Super Max and Arabic Green Pizza.
The Arabic Green, although not Arabic by any stretch of the imagination but rather more Mexican, was a combination of supposedly Arabic chicken, onions, green peppers, mushrooms, jalapenos and of course mozzarella cheese. What’s more, it was a delight in every way. Not only was the crust oozing with loads of topping, the taste as well was out of this world. Was the extra rich flavor a result of the garlic mayo sauce on top or a combination of the ingredients, we’re not sure, but the outcome was smashing.
One thing though, it was spicy as hell. Although there were jalapenos there, but we feel this was a result of local spices added for good measure. So if you’re looking for a unique ‘unpizza’, you can’t have it better than Arabic Green at Pizza Point.
In contrast, Pizza Point’s Super Max equivalent to Pizza Hut’s Super Supreme was a disappointment. It wouldn’t have been had they named it something else or branded a pizza Super Max which was worthy of this name, things wouldn’t be so bad. That’s because a Super Max or a Super Supreme is supposed to be an embodiment of a perfect pizza which has all the ingredients.
This wasn’t it. Pizza Point’s Super Max was supposed to comprise of smoked chicken, chicken sausages, pepperoni, beef, smoked veal, mushrooms, green peppers, olives and mozzarella cheese. Just look at the images. Although you’ll see the rudimentary ingredients, not all were there. Even if you ignore their absence, the sparse topping as is evident from the pics is inexcusable.
One of the problems Pizza Hut has been having lately is the lack of covering near the corners. Pizza Point has an excellent opportunity to cover those ends as well with the topping and then promote this as a USP over Pizza Hut.
Taste-wise, Pizza Point is quite similar to Pizza Hut, but not as much as Penny Pizza. We feel the confidence Pizza Point is projecting with its huge set-up and investment is probably because it has Pizza Hut ex-staff on its team who knows how Pizza Hut make its version, plus it is also banking on the fact that the Pakistani consumer is still enamored by the Pizza Hut’s version of pizza.
Price-wise Pizza Point is quite expensive, almost at par with Pizza Hut. A regular pizza for Rs.620 is not cheap by any stretch of the imagination. At this price, why would you go to Pizza Point when you can have the same thing at Pizza Hut?
Maybe this was the reason Pizza Point hasn’t really gone through the roof as yet in spite of good pizzas and maybe this is the reason they’ve introduced these cost-effective deals which have been going on for quite sometime. The question is, will the customer continue to return in the absence of deals and at the actual price?
Pizza Point would also do well to introduce some deals to promote their other products like lasagna, pasta and the sandwiches.
All in all Pizza Point is a good place to devour a Pizza Hut like pizza in an upscale ambience.