GOPIZZA Renames Itself GTGO, Because It Is No Longer Only Pizza
GOPIZZA has rebranded as GTGO, reflecting its move from a single-category pizza business into a multi-brand Korean food and beverage platform. The company was founded in South Korea in 2016 and operates across 11 countries.
- Old name: GOPIZZA. New name: GTGO
- Brands in India: GOPIZZA for pizza, Gochujang for Korean street food, and Dalkomi for Korean desserts
- Scale: more than 65 stores across the three brands in India
- Technology: its pizza technology is deployed in more than 1,600 stores globally, through partnerships with GS25 and CGV
- No investment figures or financial targets have been disclosed
Why GTGO Had To Drop The Category From Its Name
Because it is a promise you cannot break. GOPIZZA told a customer exactly what to expect, which is the strength of a descriptive name and also its limit: a Korean dessert counter cannot sit under it without confusing everyone. Renaming to something meaningless is the standard fix, and the cost is the recognition the old name had already bought.
The company is keeping GOPIZZA as one of the three brands, which is the sensible version of this move. The equity stays where it was earned, and the group name becomes a holder rather than a claim.
What The Three Brands Are Doing
Selling Korean food to India under separate names rather than one stretched one. Mahesh Reddy, co-founder and chief executive, said the multi-brand approach is now central to GTGO's strategy overseas. Lim Jae-won, global chief executive and founder, called it an important milestone in expanding the business beyond what was previously confined to GOPIZZA.
What To Watch
Whether the store count moves. Sixty-five outlets across three brands is a small base to carry a group identity, and the interesting number will be how many of the new openings are Gochujang and Dalkomi rather than pizza. Nothing has been published on investment or targets.
More on the company at gopizza.com. More brands.