Little Caesars' roadside dancers drawing crowds, driving sales

Aug. 3, 2003

BLUEFIELD, W.Va. -- To boost dinnertime traffic, employees of a Little Caesars pizzeria here are dancing on the sidewalk while holding signs advertising hot-and-ready $5 pizzas.

According to the Bluefield Daily Telegraph, the gimmick is working. Vicki Zima, who works in the marketing department for 16-store, West Virginia regional franchisee Vicki Dunn-Marshall, said customers love it and are buying more pizza as a result.

"We have seen a significant increase in customer traffic," Zima said. "The guys out there are having fun, having a good time, and people notice that."

The marketing ploy began as a bet between two Little Caesars' managers, who wanted to top the other's customer counts during a monthly customer appreciation day. According to Zima, when one manager told the other he could draw more customers, he set out to prove it with a 15-minute sidewalk dance.

The stunt was such a hit that the promotion been changed from monthly to daily, and Little Caesars' dancers hit sidewalks from 4 p.m. to 7 p.m. each day.

Topics: Marketing

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