Refreshed National Advertising Creative Launched in Second Quarter
April 14, 2008 // Franchising.com // (Coppell, Texas)...Craig Moore , president of CiCi's Pizza, reported that the company experienced a 2.3% increase in sales over unprecedented numbers reported this time last year. In 2007, during the month of April, CiCi's sales rose to as high as 18 percent over 2006. This year's gain coincides with the launch of a new advertising campaign for radio and television developed by Deutsch Advertising.
" T he increase in total revenues and continued improvement in system-wide comparables validates the collaborative work and training that has been underway with our franchise partners and restaurant managers. We remain focused on driving revenue growth, franchise recruitment, executing more effectively across our system and perfecting our guests' experience," said Craig Moore, president of CiCi's Pizza. "With the development of our new advertising creative, we chose to showcase the best of what CiCi's has to offer guests, while providing an entertainment value. It was a successful approach last year and initial advertising results for 2008 confirm this direction."
The new television spots are an extension of the national campaign launched in the second quarter of 2007, which capitalizes on the humorous side of dining at a buffet using a bold "CiCi's" brand voice to tell the real story. The new "Line Jumper" spot deals with that age-old dilemma, is it ok to pass someone in line if they're taking too long? While the second spot "Lewis & Clark," takes a look at how two people explore the buffet.
The new radio spots utilize the same "NFL Films " voice. "First Bite Dilemma" tackles the difficulty of making a decision with all the choices that CiCi's has to offer. While "Peacemaker" highlights CiCi's as the family mealtime solution, offering something for everyone – at all ages.
Founded in 1985, CiCi's Pizza is a family-oriented restaurant serving guests all the fresh salad, pasta, desserts and 16 kinds of pizza they want for an unbelievably low price. CiCi's credits its continued success to the company's philosophy. CiCi's mission then and now is to exceed each guest's expectation in food, service and cleanliness, all at their value-oriented price point. Since opening its first restaurant in Plano, Texas, CiCi's has grown to over 600 restaurants in 30 states. Over the past three years, CiCi's has opened nearly 180 new locations in new and existing markets.
Industry professionals have taken notice of CiCi's success. For the past three years, Nation's Restaurant News ranked CiCi's as number one for sales and unit growth in the pizza chain category. StartupJournal.com, The Wall Street Journal's guide for entrepreneurs, ranked CiCi's as one of the top 25 highest-performing brands in the nation. Franchise Today ranked CiCi's Pizza in the top 200 of all franchise concepts. The concept has received numerous other honors including recognition from Corporate Research International for best customer service in 2006 and 2005; a gold award from Restaurants & Institutions in its annual consumer choice in chains survey in the pizza category; Pizza Enterprise Industry of the Year in 2004 by Pizza Marketing Quarterly magazine; and a top rating in 2003 and 2004 in the Italian restaurant category for Entrepreneur magazine's Annual Franchise 500. Consumers have praised CiCi's customer service ranking them number one for four quarters through Real People Ratings, a survey conducted by Corporate Research International.