Expectations vs reality in the food and beverages industry

Ms Adora Sarah, Marketing Manager, PEZZO Group

"Don't be afraid to try. It's about learning new things, and beating your personal best."

Marketing Manager of Pezzo Group, the largest homegrown pizza chain operator in Singapore, MsAdora Sarah shared with the audience an overview of the local Food & Beverage industry. A demanding and fast-paced industry, Ms Adora lined out the hard truths of the industry; it being labour-intensive, with minimal appreciation or rewards. Yet for those wishing to break out into the F&B industry, Ms Adora shared how the right leadership and processes may make it a less daunting journey.

With over 7000 food establishments in Singapore, how do you outshine your competitors? MsAdora spoke on how Pezzo distinguished themselves from the crowd with innovation in business. Amidst all other big players in the market selling pizza by the pan, with their unique pizza-by-the-slice concept was a big hit with the public. Pezzo pushed the envelope further by staying relevant with exciting food innovations. They launched a limited-edition flavour, the Durian King pizza, which was widely popular across the island. The high-risk business innovation paid off, after months of R&D and the courage to take the risk.

In such a competitive industry, it is important to shift business mind-sets. Pezzo moved on to collaborating with other brands, in order to expand market reach. Pezzo worked with Hawker Heroes, a local dining initiative aimed at creating an encouraging platform for the next generation to take over and carry on the local hawker culture. Pezzo worked closely with the brands to help them build their brand story, and the concept was very well-received.

Giving the audience a final take-away note, Ms Adora says, "Don't be afraid to try. It's about learning new things, and beating your personal best."