More than just pizza
Zambezi | New Business | Strategy + Brand Reframe
Develop a creative strategy that helps consumers think of CPK as more than just pizza but pasta, salad, sandwiches, and more
Researched trends, consumers, consumption, and competitive landscape surrounding health, wellness, and fermented drinks
Helped identify the strategic shift for the brand
Helped to craft the strategy and opportunity for the campaign
FROM: A pizza destination
CPK has a typecast issue and it can be impending when the world only knows you for one role. That one role for CPK is known for is pizza but they have so much more to offer.
TO: A place with surprising possibilities
Reframe CPK to show they're more than JUST pizza
To shake off the one-dimension CPK needs a breakout performance. Other brands have proved that breaking the mold is possible.
CPK can break the mold by:
Leaning into their heritage
Harnessing connections with consumer and culture
Being unapologetically bold
Making the product the hero
It was never just pizza
California Pizza Kitchen is resorting to sometimes subtle, sometimes very obvious tactics to cover up Pizza. In its written form, spoken form and actual food form. All to highlight the many new, existing and very worthy non-pizza menu items.
The CPK customer are Healthy Holistics that tend to purchase items that they see on social media. They like to be the center of attention. They celebrate special occasions at restaurants and don’t mind splurging when they go out to eat.
While they differ from the casual diner they there are elements that unite them:
Dine out 2X or more a week
Consider themselves food innovators
Like to have a lifestyle that impresses others
Status seekers that strive to achieve high status
They enjoy outrageous behavior and situations
Are one of the first in their social groups to try new things and technology
Their curiosity is reflected in their relationship with CPK as they are the one's trying and promoting non-pizza items, some of which are their favorites.
Staying true to the brand's story of innovation
California is one of the most diverse states and diversity drives innovation
Diversity leads to 45% likelier to report a growth in market share over the previous year and 70% likelier to report that the firm captured a new market.
Started in California:
a pioneer's dream state
People came from far and wide to make it big during the Gold Rush in the 1850s
The citrus and oil boom in the 1900s
Research and education brought some of the smartest minds to the state in the 1950s
The corporate rush brought finance and business to the state creating a multitude of opportunities
The Silicon Valley and tech boom in the 2000s is what put small businesses and start ups on the map bringing entrepreneurs, dreamers, and innovators to the state
For 36 years CPK has been channeling that sense of adventure and innovation through a fusion of flavors and food
CPK can lean into the cultural impact that change has
Our desire to move on quickly is accelerating
The average attention span of human mind was 12 seconds in 2000 and is now only 8 seconds long (the average attention span of a goldfish is 6 seconds for comparison)
Millennials are job hopping and changing jobs quicker than previous generations
about 1 in 10 singles quit dating after three months
People are moving to other destinations more often
Multitasking has become the norm for many dividing their attention between two or more things at once
2020 reignited our journey to discover something new and unique
9.9B views for #adventure on TikTok
Van life has been booming with many hitting the open road
Gen Z is constantly wanting to learn and are seeking out places and opportunities to enhance their skills
Over 1 in 4 teens and young adults tried something new over quarantine
Especially as it relates to a fusion of different flavors
Spice use remains robust after COVID with more people cooking at home and looking to add more flavor
40% of social media users claim to have uploaded images of food or beverages
It is the Golden Era for fusion cooking
Diners are more likely to try new flavors in appetizer options
Creative Strategy Overview
The ceaseless search for the next best thing.
A place with
CPK believes variety moves us ahead.
There’s social currency in embracing the unexpected.
Matt Babazadeh: Group Strategy Director
Cat Marsh: Strategist
Natalie Gomez: Director of Integrated Strategy