Nov. 30, 2011
CiCi's Pizza has partnered with Birchwood Resultants, a strategic site modeling company, to develop a new site model as part of the chain's "Build the Brand" growth strategy.
CiCi's plans to add 500 restaurants in the next eight to 10 years.
Arlington, Texas-based Birchwood Resultants has already started to develop CiCi's new site model after conducting more than 22,000 guest surveys at 98 restaurants in 26 states, as well as site surveys to assess signage, co-tenants, site visibility and traffic patterns.
The site model will include competitive analysis and recessionary metrics. The model is in development now for full launch in January 2012.
"CiCi's partnered with Birchwood Resultants to maximize our growth potential with a robust and easily updated site model that will help current and future CiCi's franchise partners succeed," said Bill Spae, CiCi's Pizza chief development officer. "Our 'Build the Brand' growth strategy touches everything we do at CiCi's, and our work with Birchwood Resultants is another important step forward."
The new site model will provide a research-driven basis for CiCi's enhanced field and digital marketing initiatives.
"CiCi's has made impressive improvements throughout its system to position the company as the preeminent leader in the pizza buffet market," said Bill McClave, Birchwood Resultants managing partner. "Birchwood Resultants will marry its best-in-class real estate modeling with CiCi's best-in-class brand positioning and franchise support systems to build true competitive advantages for each and every CiCi's franchise partner."
Birchwood Resultants has worked with Sonic, Dunkin Donuts, Popeye's, Pinkberry and Red Robin, among others.
Read more about restaurant design and layout.