Reinvigorating the Spirit of 17th Street

Sbarro was on a steady downward trajectory. To reverse this, they hired my team to reposition the brand as a leader in sliced pizza, period–Not just in the mall food court. They committed to significant changes in the menu and product quality overall. The story of the brand's Brooklyn heritage had been lost over time. Bringing this back to the forefront with a decidedly contemporary edge drove the redesign. Customers responded. In 2015, overall global sales increased by 3% to $500 million.