The performance of markets in Spain in 2012 was basi-
cally marked by effects of the recession begun in the
first half of 2008. Important factors are the level of job-
lessness and lower family and business consumption,
which have naturally affected the restaurant sector in
general and QSR (Quick Service Restaurants) in particu-
lar, which per available information have suffered sig-
nificant drops.
In this context, and given that delivery is the main sales
channel, accounting for 52.7% of sales last financial
year, the Pizza Móvil system units finished the year
with sales of approximately 17 million euros; company-
owned units sold 11.7 million euros and the franchises
5.2 million euros.
The financial year ended with 59 units, 20 of them oper-
ating as franchises, with a total of 599 employees linked
to Vidisco, SI (brand-holding company).
As in previous years, efforts to modernize Pizza Móvil
consolidated the presence of new technologies by promoting
the brand in social networks (Facebook and Twitter) and
also in e-commerce.
SPAIN
COUNTERS
The narrowing market accentuated the brand’s excess
coverage in some regions, especially Galicia, which justi-
fied the decision to close 3 units (Vigo, Pontevedra and
Corunha). The Ávila unit and two others located in Bur-
gos and Gijón also closed, the latter two with a large
part of the home channel sales shifted to other units in
those cities. During the year three stores were acquired,
operating as franchises in the community of Navarre.
As in previous years, efforts to modernize Pizza Móvil
consolidated the presence of new technologies by pro-
moting the brand in social networks (Facebook and
Twitter) and also in e-commerce.
ANNUAL REPORT AND CONSOLIDATED ACCOUNTS 2012
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