Telepizza to launch new branches and 'improved' recipe for 35th anniversary year

FAST-FOOD dial-a-delivery chain Telepizza has announced a rebrand for its 35th anniversary – and a string of new branches opening in Spain this year.

A new image, new recipes, new strategy focusing on digital channels, and developing new formulas for its branch structure are among the 'birthday' overhaul planned for the Spanish catering firm in 2022.

Since its launch in 1987, Telepizza's slogan 'the secret is in the dough' has remained unchanged, but the dough itself is part of what will, in fact, be changing this year, along with other elements of the pizza 'framework' such as the cheese and tomatoes.

According to the chain, the base will now be 'more spongy and consistent', the sauce will use tomatoes that have not been fried and do not use added oil but be seasoned with oregano, and the melted cheese will be '100% dairy'.

New features are expected to become apparent over the course of this year, as the 25 additional branches nationwide gradually open, meaning local deliveries for a growing number of customers.

Smaller physical premises mean resources can be spread around a wider area, and pop-up stores and food trucks are also on the menu.

When it first opened in the late 1980s, Telepizza, as a concept, was quite a novelty – customers being able to make a phone call and have a pizza delivered to their door – but nowadays, with a website where you can add your own ingredients and pay online by card, and a mobile phone App, the homegrown chain is now on speed-dial and favourited on browsers nationwide among those who prefer to avoid cooking wherever they can.

Telepizza has long been a solution for impromptu gatherings of friends at home, especially outside of supermarket or restaurant hours – depending upon where the nearest branch is, from the moment collective hunger starts to set in to the time the food is dished up can be anything from 15 to 60 minutes at most.