Stealing third: a new menu, ad campaign and franchisee agreement may help push Little Caesars back into the top three. (Storyboard).(Little Caesars Enterprises Inc.)(Brief Article)

Chain Leader, May, 2002 by Littman, Margaret

SNAPSHOT

CONCEPT

Little Caesars Enterprises Inc.

HEADQUARTERS

Detroit

2002 SYSTEMWIDE SALES

$2.2 billion *

2001 SYSTEMWIDE SALES

$2 billion *

AVERAGE UNIT VOLUME

$420,000 *

UNITS

3,400 *

2002 AD BUDGET

$3.5 million *

AD AGENCY

Mars Advertising, Southfield, Mich.

* Chain Leader estimate

Linda Jaworski hopes Little Caesars' first new menu item in two years will help the Detroit-based chain steal back the No. 3 position in the pizza segment, which was pilfered by Louisville, Ky.-based Papa John's in 2000. She has multiple reasons to believe.

As senior vice president of marketing for Little...

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