California Pizza Kitchen to revive 'ASAP' and enlarge restaurant bars

Oct. 28, 2003

LOS ANGELES—Since dismissing CEO Fred Hipp three months ago, California Pizza Kitchen's cofounders and co-CEOs, Rick Rosenfield and Larry Flax, have been busy changing their pizza restaurant concept.

According to a Restaurant Business report, CPK's grab-and-go concept, known as ASAP, will get a new lease on life, as the company wants to use it to mirror industry growth in the fast-casual segment. The majority of the company's stores are full-service units.

During a recent investor conference call, Rosenfield told analysts that his and Flax's new restaurant, L.A. Food Show, has shed some light on how CPK might benefit from increasing the size of its bar areas at full-service sites. Rosenfield said CPK is working on a new 6,000-sq.-ft. prototype that has a bigger bar designed to boost alcohol sales. The company's current prototype is about 5,000 sq. ft., according to the RB report.

Despite increased wine offerings and related promotions at CPK outlets, alcohol makes up just 6 percent of a CPK unit sales mix. The company hopes the enlarged bar areas will bring those sales numbers more in line with traditional full-service restaurants.

Topics: California Pizza Kitchen , Public Companies

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