Convenience, availability and quality of life

“Since 2001 the price of cheese has tripled and last year was the worst,” said John. “In January 2007 the price of cheese was $10.50 per pound. In December of 2008 it cost $21.75 per pound but in January of 2009 there was a decrease of 29 percent and because we got that decrease we decided to pass it on.”

Previously, the prices of oil and flower, the other basic ingredients pizza, also increased, sending up the price of the product. According to John, the prices began to get 'out of reach' to the average customer. She said that, factoring in high rent, transportation, and all the other expenses families have in order to survive, intense discussions were carried out in order to provide discounts.

They started by sourcing their own cheese from New Zealand, cutting out the middle man, reducing costs, allowing them to retain their prices. Later, in January 2009, because of the downturn of the economy, there was a glut of cheese on the market resulting in the decrease of cheese prices which enabled the company cut pizza prices.

“Our business is about convenience, availability and quality of life,” said John. “We just happen to sell fast food.”

The Pizza Boys fast food chain was founded in 1986 by Mario Sabga-Aboud who had the idea of introducing a North American styled hamburger in Trinidad and the first Burger Boys restaurant opened on Frederick Street in Port-of-Spain.

Burger Boys was so successful that he felt the need to expand and so, in 1988, Pizza Boys was opened. Eventually, the two restaurants merged and the company decided to keep the name Pizza Boys.

Over the years, Pizza Boys evolved into the Pizza Boys Group of Companies which includes popular restaurants such as Vie De France and Wok 'n Roll. However, Rituals proved to be one of their fastest growing franchises to date.

In Trincity Mall alone, there are three Rituals outlets as well as a Pizza Boys Express with basically a “no frills” Pizza Boys in that it does not carry the full Pizza Boys menu.

Why three at one location? “Trincity is a mall with a real community anchoring it. A large percentage of TT’s citizens live along the East-West corridor which makes Trincity a viable option,” said John.

“Also, Trincity Mall is a huge and very busy mall. I believe Trincity Mall has the heaviest traffic in terms of visitors.”

The mall also has a large population of young people, especially because of the entertainment provided there.

While Rituals is well received by all ages, it is extremely popular with young persons, so the company started with the Rituals outlet on the eastern end of the mall.

According to John, it was a runaway success and so, when the new food court was built, a Rituals was established there as well as in the Tru Value Supermarket.

To date, Rituals is a local brand that continues to be hugely popular. In fact, it’s still in a growth state after four years of quality and service.

“Rituals is a good brand that gives value for money,” exclaimed John. “Our philosophy is that everyone should make Rituals their ritual.”