NEW YORK, Dec. 4 /PRNewswire/ — ID Media, the largest direct response and digital media services company in the country, has been selected to manage direct response and promotional media for Round Table Pizza, a West Coast “institution” recognized for premium quality pizza and menu innovation. The multi-million dollar account will be handled out of ID Media’s Los Angeles office starting in December 2007 and will involve 140 company-owned restaurants.
Round Table Pizza is headquartered in Concord, CA and is the largest regional chain of traditional pizza restaurants on the west coast, with 500 restaurants in eight western states. In the fiercely competitive quick service restaurant category — often focused on price-point strategies — Round Table Pizza’s positioning has been to bring families together over great tasting pizza. Round Table Pizza’s target consumers include time-stretched families looking for a dining option the whole family can agree upon.
To support the company’s marketing strategies, ID Media will use a blend of highly targeted promotional media tactics including newspaper, shared mail and direct mail to reach the family target, as well as impactful print positions and formats to highlight the menu options and quality to satisfy that family’s diverse preferences.
“ID Media provides strategic solutions with in-depth front- and back-end analytical capabilities that will maximize our print investments. We chose ID Media because of their excellent reputation for leading the world’s best companies through the fast-changing media marketplace and for delivering the best possible return on media investments. We are very excited and anticipate a high level of shared success,” says Renae Scott, CMO of Round Table Pizza.
“ID Media is thrilled to be partnering with such an established and recognizable brand as Round Table Pizza. We look forward to bringing a direct response mindset to the media planning process, delivering improved results and ROI,” concludes John Cayne, VP, Director of Promotional Media, ID Media.
About Round Table Pizza
Founded in Menlo Park, Calif., in 1959, Round Table Pizza has been a west coast institution for over 45 years. Round Table has grown to be a leader in the premium pizza market and focuses on serving the needs of families as one of the largest pizza chains in the nation. The company, known for making “the last honest pizza,” has a system of over 500 franchised and company-owned stores operation in the western U.S. with system revenues in excess of $400 million. Round Table Pizza, Inc. is a private, 100% employee-owned company with corporate offices based in Concord, Calif.
About ID Media
ID Media helps leading advertisers profit in today’s fast-changing media marketplace. The company, which is the largest direct and digital media services company in the country, delivers the best possible return on media investments because of its superior rates, research resources, and reporting systems. ID Media serves clients including American Express, Brink’s Home Security, Johnson & Johnson, HBO, L’Oreal Paris, Nautilus, and Verizon from locations in New York, Chicago, and Los Angeles. ID Media is part of The Interpublic Group of Companies (NYSE symbol: IPG).