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ANNUAL REPORT 2011
The economy’s performance led to inverted
growth of markets largely due to lower
consumption.
Available figures show that the business
segment in which we operate diminished, as
in previous years, with increased commercial
aggressiveness via prices and promotions and
the consequent narrowing of margins and
profitability.
Regarding turnover, although home delivery’s
relative importance was lower it continued to
account for the largest share of sales (52.5%),
which attained 20 million euros – company-
-owned unit sales accounted for 13,7 million
euros and the franchises for 6,3 million euros.
In a very fragmented sector whose main
operator holds a market share of over 50%, the
brand’s turnover made it the fourth-ranking
operator in the Spanish pizzerias segment, with
a share of around 4%.
The financial year ended with 66 operational
units, of which 43 were company-owned and
23 franchises. The Vidisco company which
operates the brand ended 2011 with 684
employees.
In April a unit opened at the Marineda shopping
centre in A Coruña; in the last month of the
year a unit closed in the city of Santiago de
Compostela.
As in 2009 and 2010, efforts to modernize the
Pizza Móvil chain consolidated the use of new
technologies by promoting the brand on social
networks, Facebook and Twitter. Participation
in e-commerce also began.
DELIVERY
SPAIN