Looking back to the origins of long or rectangular-shaped pizza, it stems from Italy's Pizza al Taglio culture, where pizza is baked in long rectangular trays and cut to order, or Pizza a Metro, made in meter-long lengths for celebrations.
In Thailand, long pizzas of this scale have appeared occasionally, either at traditional Italian restaurants or special campaigns by some well-known brands focusing on grandeur, but these were mostly designed for parties or group sharing.
Nowadays, with changing eating habits, the solo dining trend has become mainstream. Oversized food meant for sharing may no longer fit consumer needs. This inspired the concept of scaling down the fun of long-shaped food to a size suitable for satisfying solo diners, offering value without needing to share.
Certainly, in the latest move within the quick-service food arena, The Pizza Company has reinterpreted the idea of length, shifting from party-sized offerings to long formats focused on delivering concentrated flavor for solo eaters. Under the highlight called
LONGZILLA, the concept extends beyond pizza to include popular fried chicken and desserts, reducing a purely promotional approach while enhancing fun and enjoyment for consumers. The value-packed long menu series starts with
LONGZILLA fried chicken—long, tender pieces coated in four sauce flavors: Classic, Hot Honey Rob, Buldak, and Barbecue, accompanied by five dipping sauces to allow customers to mix and match diverse tastes and avoid monotony. This is followed by the 30-centimeter long pizza,
which replaces the traditional round crust with a thin, crispy tart crust in a long shape, offering ten popular toppings. This size perfectly suits solo dining, is easy to eat, and comfortable to hold. Finally, there's the long egg tart, which transforms the traditional round egg tart into a long form, providing a crispy tart crust and smooth, full-flavored filling from the first to the last bite. Besides menus designed for solo diners, the store experience itself has been enhanced by transforming into a full-fledged Digital Store, launching the first branch at Robinson Lifestyle Suvarnabhumi. This branch features a fully implemented self-order kiosk system where customers can select menus, build combo sets, and pay independently via touchscreen. This reduces crowding at counters and meets the needs of younger consumers who want quick, convenient ordering without pressure when taking time to choose.
This adaptation blends innovations in flavor and service seamlessly. The new LONGZILLA series—long sauced fried chicken, long pizza, and long egg tart—are creations of The Pizza Company under Minor Food's management.
The main goal of this market push is to penetrate the quick-service fried chicken segment and expand the customer base to Gen Z and office workers, accommodating the solo dining lifestyle by enhancing ordering convenience, speed, and seamlessness through the futuristic Digital Store model. Those wanting to experience dining in a modern setting will find this an attractive destination to try these delicious offerings themselves.
