Noble Crust Pizza

Part
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Part
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Noble Crust Pizza - Competitive Landscape - Part 3

Toby's Original Little Pizza and Pizzeria Gregario are both highly regarded pizzerias in Florida. Both companies are privately owned and do not disclose their annual revenue. Information regarding the competitive advantage, strengths and weaknesses, and footprint of each company is provided below.

4. Toby's Original Little Italy Pizza

Competitive Advantage

  • Toby's is said to have some of the best pizza in St. Petersburg by reviews and travel magazines and has made the top ten list by numerous sources, such as Big Seven Travel.
  • It placed first on a Viewers' Choice list from a poll by a local news station.
  • The company's success is credited to its authentic New York family recipe that has remained unchanged since the company opened 45 years ago.
  • Toby's is able to produce pizza every 15 seconds, giving it a competitive advantage in supplying its customers with quality products quickly without long wait times.

Strengths

  • Toby's Little Italy is stated to have its process "down to a science and churns out pies every 15 seconds during peak hours".
  • One strength revealed by customers' reviews is the company's short wait times.
  • A theme of the reviews is that the pizzas are practically perfectly made. Other reviews also rave about the Philly Cheesesteaks and subs.

Weaknesses

  • The company only has one location.
  • Bad reviews were hard to find, however, one common issue the reviews revealed was that the restaurant is often busy and without available seating, so customers sometimes have to take their food to go.
  • A couple reviews reveal that people from New York expect a much thinner crust than they received.

Revenue

  • The company does not disclose annual revenue and it is not publicly available or estimated.

Footprint

  • Toby's Little Italy Pizza has one location in St. Petersburg, Florida.

5. Pizzeria Gregario

Competitive Advantage

  • The company's dedication makes it a rarity as it is one of a "handful of pizzerias" in the country that uses 100% stone-milled grains or that mills fresh grains in house, and this contributes to their competitive advantage.
  • The company uses the "highest quality olive oils and animal fats", it does not use any refined sugars, and its animal proteins are sourced locally and regionally.
  • The Tampa Bay Times designated Pizzeria Gregario as one of Tampa's "7 up-and-coming culinary destinations", and USA Today named it the number 1 place to get pizza in Tampa Bay.

Strengths

  • Greg Seymour, the owner, crafts his own biodynamic sourdough that is better for overall gut health.
  • The company's sources produce from within 100 miles of the restaurant and use local meat vendors that use humane, sustainable methods.
  • All of these characteristics appeal to the community and the customer base has grown mostly by word of mouth.
  • The company's "farm-to-table" offerings are said to be the best option in Safety Harbor by AirbnB customers.
  • Reviews that were not five-stars still gave rave reviews about the taste and quality of the pizza and salads.

Weaknesses

Revenue

  • The company is private and does not disclose their revenue. The estimated annual revenue is $247,996.

Footprint

Part
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Part
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Noble Crust Pizza - Competitive Landscape - Part 2

Competitive advantages for Wat Mongkolratanaram include that it is an eatery inside of a Buddhist temple, and it offers a unique dining experience. Meanwhile, a competitive advantage for Eddie and Sam's is that it provides its guests with a classic New York-style pizza symbolized by its broad, foldable slices.

WAT MONGKOLRATANARAM

Competitive advantage

Strengths

  • The restaurant's strength is in its health offering, as it provides healthy brothy noodle soups and tiny coconut custards. It also offers sticky rice with mango (a dish "teetering on the knife-edge of perfection, creamy, salty, sweet, and tart at once").
  • An additional strength is its steady source of revenue, as it is a favorite for those studying at UC Berkley.

Weakness

  • A perceived weakness of the restaurant is that it only serves Thai brunch from 10 am to 1 pm every Sunday.
  • Additionally, it is staffed by temple volunteers and does not operate to make money. The meals are paid for with temple tokens which are exchanged for cash before entering the temple.

Revenue

  • As it is situated in a Buddhist temple, the restaurant is non-profit.
  • The waiters in the restaurant are volunteers, and the money people give in exchange for tokens only covers the cost of ingredients for meals served.

Locations


EDDIE AND SAM'S

Competitive advantage

  • Eddie and Sam's competitive advantage is in its offering. The restaurant's specialty is a classic New York-style pizza with slices that are wide and foldable, complemented by a thick and flavorful crust.
  • The iconic crust has been attributed to the minerals in New York City tap water that they use to make the dough.
  • The restaurant "imports New York waters in order to bring authentic New York pizza to our Florida family."

Strengths

  • One of Eddie and Sam's strengths is that it targets customers of all ages who are interested in purchasing pizzas for a personal in-store dining experience, catering, delivery, and making orders online.
  • Pizza orders can also be customized to feature special messages.
  • Additionally, it offers a range of New York specialties, including chicken rolls, chicken parmigiana wrapped in a pizza dough, sausage onion, cheese calzone, stuffed veggie rolls, and stuffed meat rolls.
  • The restaurant has a 4.6/5 rating on TripAdvisor, and is considered by many to serve the best pizza in Tampa. Customers praise the pizza flavor, the service, and the size of the servings.
  • Finally, another strength for Eddie and Sam's is its extremely affordable pricing — pizzas from $7.50, pastas from $5.99, and salads from $3.25.

Weakness

  • The restaurant's perceived weakness is that it is sometimes considered overrated by those who have tried the New York-style pizza in New York.

Revenue

  • There is no publicly available data on revenue for the restaurant.

Locations


Research methodology

Eddie and Sam's is a family business that does not list its revenue online. To confirm that the data is not available anywhere online, we searched through the company's website and any announcements there, government websites such as the SEC, which lists annual reports of US companies, financial databases such as Crunchbase and Owler, and media websites, which publish reports on restaurants or general establishments in Tampa, Florida. None of these search strings yielded any results as private-owned companies do not need to report their revenues to the public.

Part
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Part
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Noble Crust Pizza - Competitors

Seven true competitors to Noble Crust Pizza include Ohana Cafe, Wat Mongkolratanaram, Eddie and Sam’s, Toby's Original Little Italy Pizza, Pizzeria Gregario, Lee’s Grocery, and Trip’s Diner.

Ohana Cafe

Website
  • The company's website can be accessed here.
Why It Is a Competitor
  • This company is a true competitor because it offers brunch just as Noble Crust does. It is located in the same locality as Noble Crust. The price point of the brunch ranges from $9 to $15 just as the case of Noble Crust. For instance, Ohana Cafe offers Da Kine bowl, brown rice topped with organic black beans, at $9.99, while Noble Crust offers the same at $12.
  • Just like Noble Crust, they offer fresh salads and veggies.
  • It also targets customers of all ages who are interested in purchasing brunches for personal in-store dining experience, catering, delivery, and/or making orders online.
Value Proposition
  • Ohana's Cafe value proposition is offering of brunch that is full of veggies and gluten free, hence attractive to vegetarians, vegans, gluten-free-ers, and paleo folks. They have a unique touch of classic Hawaiian dish which was popularized in the 1940s.
  • Ohana's Cafe also has most of their fruits and vegetables organically grown, the proteins are always antibiotic, hormone, and nitrate free, and the dairy products are organic and/or hormone free.

Wat Mongkolratanaram

Website
  • The company's website can be accessed here.
Why It Is a Competitor
  • This company is a true competitor because it offers salads just as Noble Crust does. The Aragula salad offered by Noble Crust is close to the green papaya salad that this company offers. It is located in the same locality as Noble Crust. The price point of the brunch ranges from $5 to $11 just as the case of Noble Crust.
Value Proposition
  • The restaurant offers to its customers healthy brothy noodle soups and the tiny coconut custards. It also provides sticky rice with mango (a dish teetering on the knife-edge of perfection, creamy, salty, sweet, and tart at once).

Eddie and Sam’s

Website
  • The company's website can be accessed here.
Why It Is a Competitor
  • This company is a true competitor because it offers pizza just as Noble Crust does. Eddie and Sam's offer extra toppings as Noble Crust does. The toppings in their pizza include pepperoni, onion, mushroom, fresh garlic, sliced Italian sausage, sliced homemade meatball, banana pepper, jalapeno pepper, black olives, green olives, ham, pineapple, anchovies, feta cheese, extra cheese, artichoke hearts, spinach, green pepper, roasted pepper, and breaded eggplant.
  • Both offer Bianca and Roasted Mushroom Pizza.
  • It is located in the same locality as Noble Crust. Depending on the sizes, the price ranges from $2 to $45 just as the case of Noble Crust.
  • It also targets customers of all ages who are interested in purchasing pizzas for personal in-store dining experience, catering, delivery, and/or making orders online and have special texts.
Value Proposition
  • The value proposition of Eddie's and Sam is the offering to the customers classic New York style pizza characterized by its wide, foldable slices with thick, flavorful crust. The iconic crust has been attributed to the minerals in the New York City tap water that they use to make the dough. Eddie & Sam's N.Y. Pizza imports New York waters in order to bring authentic New York pizza to our Florida family (Source 6)

Toby's Original Little Italy Pizza

Website
  • The company's website can be accessed here.
Why It Is a Competitor
  • Toby's Original Little Italy Pizza is a true competitor because it offers pizza and salads just as Noble Crust does. It offers extra toppings as Noble Crust does. The toppings in their pizza include pepperoni, onion, mushroom, green pepper, extra cheese, and breaded eggplant.
  • It also targets customers of all ages who are interested in purchasing pizzas for personal in-store dining experience, catering, delivery, and/or making orders online and have special texts.
Value Proposition
  • The Value proposition for Toby's Original Little Italy Pizza is that it serves the customers with one of the best New York style pizza and subs.

Pizzeria Gregario

Website
  • The company's website can be accessed here.
Why It Is a Competitor
  • Pizzeria Gregario is a true competitor because it offers pizza just as Noble Crust does. It offers extra toppings as Noble Crust does. The toppings in their pizza include pepperoni, onion, mushroom, fresh garlic, sliced Italian sausage, sliced homemade meatball, extra cheese, spinach, green pepper, roasted pepper, and breaded eggplant.
  • Both offer "bread and butter" and "olive and pita".
  • It is located in the same locality as Noble Crust. Depending on the sizes, the price ranges from $2 to $18 just as the case of Noble Crust.
  • It also targets customers of all ages who are interested in purchasing pizzas for personal in-store dining experience, catering, delivery, and/or making orders online.
Value Proposition
  • It's value proposition is using 100% stone milled grains or milling fresh grains in house.
  • Pizzeria Gregario also provides its customers with healthy and authentic pizza, given that they use only the highest quality olive oils and animal fats. They also do not serve any refined sugars.

Lee’s Grocery

Website
  • The company's website can be accessed here.
Why It Is a Competitor
  • Lee's Grocery is a true competitor because it offers pizza just as Noble Crust does. It offers extra toppings as Noble Crust does. The toppings in their pizza include pepperoni, onion, mushroom, fresh garlic, sliced Italian sausage, sliced homemade meatball, banana pepper, jalapeno pepper, black olives, green olives, ham, pineapple, anchovies, feta cheese, extra cheese, artichoke hearts, spinach, green pepper, roasted pepper, and breaded eggplant.
  • Both offer Bianca and Roasted Mushroom Pizza.
  • It is located in the same locality as Noble Crust. Depending on the sizes, the price ranges from $8.99 to $21 just as the case of Noble Crust.
  • It also targets customers of all ages who are interested in purchasing pizzas for personal in-store dining experience, catering, delivery, and/or making orders online.
Value Proposition
  • The value proposition is that it provides its customers with pizzas that are stone baked. It also offers wings and craft beer.
  • The customers also get to enjoy specialty pizzas such as Deadman's Party, Hanging Garden, Don't Stand So Close To Me, The Message, Bring The Noise, and Minor Threat.

Trip’s Diner

Website
  • The company's website can be accessed here.
Why It Is a Competitor
  • Lee's Grocery is a true competitor because it offers dinner, salads, and pasta, just as Noble Crust does.
  • Both offer meatballs and Parmesan truffle fries in their dinner servings.
  • It is located in the same locality as Noble Crust. Depending on the servings, the price ranges from $10 to $12 just as the case of Noble Crust.
Value Proposition
  • The value proposition is providing its customers with high quality pancakes, which Trip’s call hubcakes because of their hubcap-like size.

Research Strategy:

To identify Noble Crust Pizzas’ true competitors, we first searched for other restaurants in the U.S. that also serve the same menu items, such as dinner, brunch, pizza, drinks, and vegetarian food. We then looked at the individual company websites to confirm that they do in fact serve same menu items as Noble Crust Pizza, we found that Ohana Cafe and Wat Mongkolratanaram have brunch as their main serving in their respective menus. On the other hand, Eddie and Sam’s, Toby's Original Little Italy Pizza, Pizzeria Gregario, and Lee’s Grocery were serving pizza as their main menu. Trip's Dinner was serving dinner, which competed with Noble Crust Pizza. The companies also have price points which were close to that of Noble Crust Pizzas’. These restaurants also offer catering services and/or online ordering, pick-up, dine-in, delivery options, and have clearly shown that they market their products and services on the same social media platforms as Noble Crust Pizza. Additionally, all of them were located within the Tampa Bay area.


Part
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Part
04

Media Scan - Noble Crust Pizza

Over the past 12 months, Noble Crust Pizza has been mentioned in news and media articles with regard to the events it has participated in such as Strawberry Restaurant Week, awards and recognition it has received such as The 10 'Best Overall Restaurants' in St. Pete, and the expansion of one of its restaurants.

1. "Noble Crust Eatery Completes Second Expansion Phase In St. Pete"

  • This article talks about the completion of the second phase of Noble Crust​'s expansion project in the Gateway neighborhood in St. Petersburg. The restaurant at 8300 4th St. N. obtained the rights to build its new parking lot on 84th Avenue North, which once had foreclosed properties.

2. "tbt* ultimate bar guide: boozy brunch"

3. "7 Most Mouthwatering Pies To Try During Tampa Pizza Week"

4. "It’s midnight, and these Tampa Bay chefs are about to throw down"

  • This article talks about Midnight Chef Fight, a multi-week chef-driven competition in the Tampa Bay area that aims to raise funds for local charities of the competing chefs’ choice. Chef Rob Reinsmith of Noble Crust has been one of the competing chefs in this competition.

5. "Dishes and Wishes for Make-A-Wish"

  • This article talks about the Dishes and Wishes event which supports the Make-A-Wish Foundation. As part of the event, Tampa Bay’s best restaurants serve dishes and help to grant kid's wishes. Noble Crust was one of the participating restaurants.

6. "Tampa Bay Restaurant Week 2019 makes dining at local restaurants more affordable"

7. "Local Restaurants in Tampa with the Best Holiday Gift Card Deals"

8. "Locals weigh in on what makes Tampa Bay great before Final Four guests arrive"

9. "The 10 'Best Overall Restaurants' in St. Pete, according to OpenTable diners"

10. "Strawberry Restaurant Week"

Research Strategy:

Please note that the research team combed through all the available information published about Noble Crust Pizza within the past year. The eatery is very local-centric and there are a few stories focused on expansion or others that are more promotional that focus on listing additional channels for the pizzeria. We also checked for academic articles (that may not have yet made the news) and within local business databases (e.g., Tampa Chamber of Commerce). However, there just were not many stories, whether local or national, about the restaurant. As a result the team included a couple of blog posts that listed Noble Crust as a top eatery but were not specifically centered on Noble Crust.
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Part
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Biography - Tj Thielbar

Tj Thielbar lives in Tampa, Florida and is the owner of Noble Crust Pizza. We were able to obtain Tj's professional biography but we only found personal information on his interests, social causes and charities he supports. We have also provided links to his social media accounts on Twitter, Facebook and LinkedIn.

Personal Biography

Professional Biography

Research Strategy

In answering this request, we initially searched Noble Crust Pizza's website to check for any information on Tj Thielbar, the owner. We were able to obtain professional information on his previous positions before he opened Noble Crust Pizza. We then searched through Tj's social accounts on LinkedIn, Facebook and Twitter. We were unable to obtain information on his education and family but we discovered Tj's interest in Tampa Bay Rays Major League Baseball and a donation he made in September 2018 to National Court Appointed Special Advocate (CASA) Association, all on his Facebook page. We also discovered on Noble Crust Pizza's Facebook pages that the company supports 'Feeding Tampa Bay', a non-profit. This lead to the assumption that Tj being the owner also supports the charity. However, we were unable to find any additional professional information on Tj. Additionally, we searched through credible publications and articles like 'Biz Journals' and 'Tampa Bay News'. This search yielded additional professional information on the chronology in Tj's work experience but non on TJ's personal biography. We assumed that Tj left Bonefish Grill in 2014 since the article written in 2016 indicated that he 'left two years ago'. Finally, we attempted to search for any interviews on Tj Thielbar but non was found. We concluded that there is no available public information on Tj Thielbar's education and family.

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Part
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Company Overview - Noble Crust Pizza

Noble Crust Pizza, headquartered at 8300 4th St. N. St. Petersburg, Florida, is a restaurant that offers fine Italian cooking using farm-fresh Southern ingredients.

Company's Origins

  • Noble Crust Pizza opened in 2014 on the northwest side of 4th Street and 83rd Avenue in St. Petersburg.
  • Two of the founding partners came up with the idea of the restaurant after working for a long time at Bonefish Grill. Moreover, other than conceiving the idea, the two put a lot of effort, time and money for the restaurant to take off.
  • According to the restaurant's financial consultant, the founders wanted a location near Fourth Street from the beginning because they knew it would have amazing windows and everybody driving by could see right in.
  • The 3,300-square foot location in St. Petersburg is as a result of a renovation of a 1920s structure that was originally meant to be a service station.
  • By opening the restaurant and adding a little Southern soul to Italian seasonal dishes, the founders were able to add a wonderful new experience to traditional Italian dining.
  • Rob Reinsmith, who is Noble Crust Pizza's executive chef, spent a good number of years working in New York alongside great chefs after which he returned to Tampa Bay and assisted in the opening of the restaurant.
  • Chef Reinsmith together with his team normally change the restaurant's menu depending on what is in season and come up with creative and delicious dishes making it hard for customers to note where "Italian ends and Southern begins".

Growth

  • Noble Crust Pizza opened its first location in 2014. Since then, the company has grown and opened in another two locations.
  • Therefore, Noble Crust Pizza is currently open for business in three locations, St. Petersburg, Wesley Chapel, and Carrollwood.
  • The second location at Wesley Chapel was opened on 15th July 2017.
  • The third restaurant at Carrollwood is a 3,200-square foot location that was also opened in 2017, but on December.
  • In addition to opening three locations, Noble Crust Pizza also obtained the permission to use the space from closed properties that were located on 84th Avenue North for its expansion.
  • The restaurant used this space to build a new parking lot with 88 spots, a retention pond, as well as a vinyl fence on the perimeter that faces 5th Street North to give the neighboring community some privacy.

Noble Crust Pizza Founding Partners

  • Tim Curci was one of the founders of Bonefish Grill and Hops Grill and Bar.
  • Tj Thielbar was also a founding member of Bonefish Grill as well as a former National Culinary Supervisor for Hops Grill and Bar.
  • Chef Rob Reinsmith works on creating the restaurant's menu and is a founding member of Parm NYC.
  • Jeff Strouse is the restaurant's financial consultant and he has a background in law and accounting.

Locations

  • The first Noble Crust Pizza location is the restaurant at 8300 4th street N. St. Petersburg, Florida, 33702.
  • The restaurant at Wesley Chapel is located at The Shops at Wiregrass and the exact location is 28330 Paseo Drive Wesley Chapel, Forida, 33543.
  • The third restaurant is located at 11618 N. Dale Mabry Highway Tampa, Florida, 33618.

Headquarters

  • Noble Crust Pizza headquarters is at 8300 4th St. N. St. Petersburg. Other than having a restaurant in that space, the company also has an office there.

Products

  • Noble Crust Pizza has menus for dinner, brunch, vegetarian, delivery, Saturday brunch delivery, and wine+beer+cocktails.
  • The food menus feature a variety of dishes that blend Southern cooking with Italian flavors ranging from seafood, pasta, and salads to pizza.

Competitors

  • Some of Noble Crust Pizza competitors include Ohana Cafe, Eddie and Sam’s, Toby's Original Little Italy Pizza, Pizzeria Gregario, Lee’s Grocery, and Trip’s Diner.

Research Strategy

After an extensive search, your research team could not be able to locate the restaurant's agency of record, annualized revenue, or any other publicly available financials.

We began our search by first going through Noble Crust Pizza's website to look for information on the company's agency of record and financial information. From the website, we found and compiled information about the company's history, its locations, the products it offers, and the founding partners. Nevertheless, although we were able to locate the aforementioned information from the website, we were unable to locate the company's financial data and the current agency of record.

To locate this missing information, we expanded our search to both financial and marketing databases such as Crunchbase, D&B Hoovers, BigSpy, AdSector, and SocialAdScout with hopes of finding the information or any helpful leads. From these sources, we could only trace Noble Crust Pizza competitors but we were still unable to locate any information on the company's financial performance or marketing activity from these sources.

Our next step was to look for any articles or third party publications from sites such as Forbes, CNN, BizJournals, Tampa Bay and PrNews. We were searching for any intended or existing collaboration with a marketing and/or advertising agency as well as mentions on Noble Crust Pizza's annual revenue. However, we were only able to locate information on the company's origins, expansion, and locations. Thus, this strategy was also fruitless in finding the restaurant's agency of record and financials. Since the restaurant is a private entity, that could be the reason as to why there is no publicly available information on its financials or agency of record.


Sources
Sources