© 2010 David Gustafsson A Pizza package from Sven's pizza

Exotic positioning, Swedish Wood-fired pizza in Coogee

When you walk up from Coogee and turn down onto Carrington Road you soon pass by Sven’s Swedish Wood-fired Pizza. So what is this? Swedish Viking Pizza? Is there really something like that? Maybe, but I would say that Sven’s Pizza is a brand of something that is not really a concept. At least not in Sweden. Isn’t pizza form Italy?

A Pizza package from Sven's pizza

A Pizza package from Sven's pizza

Sven is of course not stupid. In fact the concept seams to be successful since another restaurant has opened in Bondi. Sven does exist. He is from Sweden and he sells pizzas with names such as Ragnarrök, Hugin and Tor. The pizzas are thin, which is uncommon in Australia where American pizza is the norm. Prices are rather high: $25 dollar for a Ragnarrök is one example. However I definitely feel better paying for something Swedish than McDonalds.

I hope that Sven continue to grow in Australia and the world. I do believe there is a potential for a franchise. The product beats the competition. The promotion is distinct, odd and cool enough. The price is low enough to be close to competition, however you get the feeling that Sven’s Pizza might be a little more high end. The place is perfect. Swedes are well renomed in Australia, especially in Coogee and Bondi.

A Pizza package from Sven's pizza

A Pizza package from Sven's pizza containing Ragnarrök.