Cabulosa

Habib's Group, a giant in the country’s food segment, had the ambition to create the largest pizza delivery network in Brazil. To make it happen, they wanted to develop a business model with its physical operation based on a dark kitchen, combined with a digital operation based on data intelligence, looking to constantly improve customer experience in a personalized way. They were seeking differentiation in a mass segment with lots of offerings and little targeting. There was also the double challenge of creating a brand that used youth language, but remaining as an option for the whole family. Additionally, they needed to have a more practical product and a broader scope of action, without losing quality and still keeping affordable prices, based on the offerings’ guidelines. Our goal was to create a brand centered on service and experience, and not just on operation and product. Little by little, we understood that in order to do this in a new way, we needed to keep an eye on food, but on entertainment as well, since we aspired to reach greater heights with our attitude. We then arrived at a powerful insight for a brand that is permeated by fun, celebration and which proposes a new look that enjoys and transforms routine: "if joy was food, it would be pizza"
It was from this cauldron that the name Cabulosa came up. We understood we needed to bring that “wow” effect to the brand’s first contact door. Cabulosa is about being full of attitude, not going unnoticed, being surprising and impossible to ignore! The Brazilian pizza delivery market is extremely saturated and fragmented, with four main profiles of competitors. We realized we didn't want to fight just one of these groups, but rather bring together the best in them, in order to build uniqueness: the pride of the Italians, the experience of the Americans, the hype of the new models and the trustiness of neighborhood pizzerias. Another important aspect to be considered is that the capillarity of our operation does not place us as any other popular delivery service. Habib’s is seen as a local business that can understand the pains of different customers in a humanized way, without relinquishing its agile and innovative operation.

And finally, we also have a collective look at pizza and the ritual of consuming it. Even though working with a single product, our ideas for experiencing it is endless – according to each one's desire.