ANATOMY OF A BRAND
BY DARIN HARRIS
BEYOND PIZZA
Cicis redefines its 30-year-old brand
F
or 30 years, Cicis has been delivering unlimited pizza, pasta, salad,
and dessert to every guest who enters its restaurants. But over the course of
three decades, customers evolved. They
wanted something better, more innovation,
more contemporary restaurant designs…
something beyond where Cicis had been.
So, with the introduction of the company’s new leadership team, the Cicis
brand underwent a comprehensive review
to pull itself out of the past and into the
future. We started from the ground up to
evolve every facet of the business, including product, price, place, promotion, and
the meaning behind our name.
First, we listened
The first step to understanding where
we needed to go was to listen in on what
guests enjoyed about Cicis today. Our
guests expressed their love for the great
value Cicis gives them and their families,
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as well as the freedom to choose whatever
flavor or combination they desire. Kids
also love the freedom they get within a
Cicis, and they love our game room. We
also looked to our founding franchisees.
The Cicis brand could be sustained only
through the success of these partners, and
with their partnership we’ve crafted a future
for Cicis using its history and heritage as
a foundation. With these crucial insights,
“Feeding Individuality” was solidified as
our brand positioning.
Next, we planned
“Feeding Individuality” gave us the
platform to develop our strategic marketing plan to fully transform the Cicis brand, with the goal of continuous
improvement of sales results and a
strong, positive momentum with franchisees. Not only must our guest