National Advertising Increasing Brand Recognition
June 14, 2007 (Coppell, Texas)…Craig Moore, president of CiCi’s Pizza reported a double digit sales increase since launching its second round of national advertising. CiCi’s sales rose to as much as 18 percent in the month of April. The increased sales average continued to sustain strongly even when advertising was not airing.
“This has been a very exciting quarter for us, having achieved an unprecedented increase in sales as a result of our national advertising campaign,” said Craig Moore, president of CiCi’s Pizza. “I am confident that there are more records still to come as we increase brand recognition. We think our story is worth telling because, frankly, the great food, stellar service and outstanding value we offer to our guests is indeed just too good to be true.”
The new television spots, created by Deutsch Advertising, capitalize on the humorous side of enjoying a CiCi’s buffet. The “Delicate Flower” spot features a woman at the buffet who is first committed to the menu varieties offered at the salad bar, but then quickly succumbs to the temptation of the many choices of pizza and CiCi’s signature cinnamon rolls.
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 under $5.00. 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 26 states. Over the past three years, CiCi’s has opened nearly 220 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.
