News

Cicis unveils new restaurant prototype

Cicis has unveiled the first location to feature its new "Maverick" restaurant design.

March 15, 2016

Three months after revealing its new brand positioning, logo and prototype design vision, Cicis has unveiled the first location to feature its new "Maverick" restaurant design. The Cicis restaurant in Frisco, Texas, located at 5580 Preston Road, in the Lebanon Crossing Shopping Center, recently reopened after being completely remodeled to conform with new prototype specifications announced in November.

The "Maverick" prototype embodies Cicis' recently clarified brand character, described as "unconventional, brave and independent," according to a company press release.

"Our guests tell us what they love about Cicis is that they get to enjoy their favorite flavors – like stuffed crust, pepperoni and meat eater pizzas — but they also like to explore and discover new flavors at no risk," said Darin Harris, CEO. "Our goal is to empower individuals to find their own favorite flavors and to never have to compromise. This freedom of choice has long characterized the Cicis experience, but the uniqueness of our brand was not expressed in the restaurant design until now."

Guests will see the difference inside as they encounter a new color palette, the release stated. Cicis has completely redesigned the dining room with space features like the SPARK shutter wall to display the new brand symbol, chevron-style table top patterns, tables that seemingly come out of the wall and a newly designed game room.   

"We created an atmosphere that is contemporary, fun and kid-friendly and that reflects the energy our guests say they feel when they dine with us," said Sarah McAloon, CMO. "That includes multiple seating options from high tops to booths to a special oversized, family-style table right outside the game room. That's exactly what we mean by 'feeding individuality' and 'saying yes' to individual tastes. The new restaurant design reflects our brand positioning and accentuates the differences that our guests have always loved about Cicis."

The Frisco restaurant also incorporates the first phase of several technology updates designed to further empower guests to find the tastes they want. These upgrades, which will eventually enable guests to order customized pizzas from iPad-type devices, will be tested in several restaurants.

"The Frisco restaurant is up 30 percent in same-store sales after its first two weeks of re-opening, with no marketing support," Harris said. "We attribute this to everything working together, from our updated and improved food quality on the buffet, to our new stuffed crust and flatbread pizzas, to this great restaurant design. Word is spreading fast that Cicis is stepping up its game."

The remodeled Frisco restaurant is among more than 80 Cicis in the Dallas-Fort Worth Metroplex, more than 150 in Texas and nearly 450 across the U.S.