14th Dec 2010 - 00:00
Abstract
Neil Court-Johnston, the newly appointed managing director of Peter's Food Services, has announced that the company will be rolling out its pies and pasties to more stadias throughout the UK.
Peter's Pies supplies to 38 major sporting clubs including Birmingham City, West Ham United, Cardiff City, Swansea City, Sheffield United, Sale Sharks, London Irish, Castleford Tigers, Warrington Wolves and the Millennium Stadium. Now, plans are in place to increase the number of stadia it supplies to more than 70. Its pie range will also be "hawked" by mobile vendors, which will prevent the need for fans to go to food stands. Neil Court-Johnston said: "The nation is sports mad and it's our mission to make our brand the sports fan's pie. That means getting into as many football, rugby and cricket clubs around the country as possible and really engaging with supporters." Court-Johnston believes new marketing techniques can raise the "penetration rate" or proportion of football fans eating pies from around 10% to as high as 25%.
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