Papa Gino’s updates name and image to increase sales

Papa Gino’s is now Papa Gino’s PIzzeria, a name change that accompanies a new store design, tagline and ad campaign as the 163-unit chian pushes to increase dine-in business at lunch and dinner.

Papa Gino’s has been known as  simply Papa Gino’s since it was founded in 1961.  The Dendham-based chain added “pizzeria” to the logo to generate the image of a comfortable place with “fun and great pizza and other Italian food,” Michael McManama said.  McManama is the senior vice president of brand development for Papa Gino’s Pizzeria and sibling chain D’Angelo Grilled Sandwiches, both owned by Papa Gino’s Holding Corp.

To build up that image, all the advertising for the chain will carry the new tagline:  “The family pizzeria since 1961.”

An importnat part to increasing dine-in business is the new store design which included expanding seating with more comfortable booths than before, warmer colors, and tables and chairs designed to give the restaurant a “bistro feel,” McManama said.  The redesign is a result of consumer research among infrequent diners and nonusers taht showed that the original design lacked a “comfortable atmosphere” and was preventing them from eating at Papa Gino’s, McManama said.

The article said:  Consumer expectations about restaurant ambience are greater than they were before and they now want to exceed reent sales gains, McManama said.

Papa Gino’s is looking for similar success with a football-theme promotion supported by a new ad campaign.  Tedy Bruschi, the New England Patriots linebacker, is featured supporting the “Crowd Pleaser.” The “Crowd Pleaser” campaign offers two options.  The first consists of one large and one small cheese pizza and the choice of an entree salad, cinnamon sticks or toasted ravioli.  The second features two large cheese pizzas and the choice of an entree salad, cinnamon sticks or toasted ravioli.

Bruschi is featured in a 30-second TV spot that shows him ordering “The Crowd Pleaser” followed by customers celebrating his choice as if they were at a football game.  The spot itlself fits in with the chain’s new drive to get families and groups of friends to dine at the restaurant, said Chris Castagnola, associate creative director at Gearon Hoffman.

“We’re trying to reiterate that we’ve been around a long time,” Castagnola said.  “We’re a family place. Everyone’s welcome.”