&pizza News & Analysis

Integrating Acquired Brands: Latitude Food Group's Strategic Approach

Latitude Food Group (LFG) was formed after &pizza acquired Tijuana Flats, focusing on effective brand integration. Under CMO Sergio Perez, the group is implementing a shared services model to streamline functions like HR and IT, aiming for improved efficiency. Perez emphasizes the importance of refining brand identities rather than enforcing uniformity, which he views as a risk to brand value. The goal is to build a platform for franchise growth while respecting the unique attributes of each brand.