Gourmet pizza chain Crust is responding to the trend towards branded event experiences, launching a purpose built mobile pizza bar.

The new promotional tool signals a fresh focus for the brand as it explores a new approach to brand awareness. 

While it made its debut at the Formula One Grand Prix in Melbourne, there are plans to make the concept a permanent fixture on the Australian events scene in 2014.  

“[It] is set to travel hundreds of kilometres throughout the next year with a roster of national and local events quickly filling up,” Crust’s managing director, Michael Rose told Franchising.

“The next event for the Crust Mobile Pizza Bar will be the BMW Sydney Carnival in April, and we are looking into other sporting events similar to the Formula One.”

Crust hopes the new concept will increase Australians’ familiarity with the brand all the while enhancing their overall event experience. 

“We are looking at this as an opportunity to have large groups of people get to know our brand and taste our pizza, building loyalty and creating relationships with customers who will visit their local Crust outlet on an ongoing basis,” said Rose. 

“We feel that large scale events like the Formula One are a great way to give people a bonus experience that compliments their time at the event, providing the perfect opportunity for them to fall in love with our pizzas”.

Two semi-trailers are required to transport the four 20ft shipping containers that comprise the mobile pizza bar, which are uploaded by a crane.

It is split over two levels – customers collect their pizza from the bottom level, which includes four pizza ovens that are capable of producing 64 serves per minute, and can head upstairs to a communal seating area complete with dining tables and a wrap around bar.