CiCi's anchors new marketing campaign with hot buffet guarantee

May 13, 2010 | by
In a new advertising push beginning this week, CiCi's Pizza will use national media to highlight its "Fresh, Hot Buffet Guarantee," reminding guests they can request their favorite pizza if they don't see it on the buffet. Then, a CiCi's team member will deliver it directly to the guest's table. The campaign focuses on CiCi's commitment to serve piping hot pizza, crisp salads, tender pasta and oven-baked desserts.
"For 25 years, we've promised guests a fresh, hot pizza buffet, but this is the first time we've put a national ad behind it," said Kyle Smith, vice president of Brand Excellence, CiCi's Pizza. "There are no freezers in a CiCi's kitchen. Our restaurants get regular shipments of fresh produce, cheese and toppings, and we make our dough and sauce by hand throughout the day."
The campaign is the result of a 2009 consumer study that indicated CiCi's had an opportunity to communicate its dedication to freshness and quality ingredients.
"We discovered that many of our guests were unaware that if they didn't see their favorite pizza hot and fresh on the buffet, they could ask a manager and have it promptly made," Smith said. "We know choice is an incredibly valuable contributor to the CiCi's experience."
CiCi's guests can choose from a selection of up to 20 pizzas, plus pasta, salad and desserts, for just $5 and change.

Topics: CiCi's Pizza , Marketing / Branding / Promotion

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