In living color: CiCi's Pizza's new campaign shows low prices doesn't always mean bad service.(Storyboard)

Chain Leader, September, 2004 by Littman, Margaret

SNAPSHOT

CONCEPT

CiCi's Pizza

HEADQUARTERS

Coppell, Texas

UNITS

500

2003 SYSTEMWIDE SALES

$365 million *

2004 SYSTEMWIDE SALES

5395 million *

AVERAGE UNIT VOLUME

$900,000 *

AVERAGE CHECK

$4.50 *

AD BUDGET

$15 million (company estimate)

AD AGENCY

Deutsch Inc., Los Angeles

EXPANSION PLANS

70 in 2004, 80 in 2005

* Chain Leader estimate

For the folks at Deutsch Inc. in Los Angeles, the differences are black and white. Literally.

After surveying more than 600 customers earlier this year for its new client, Coppell, Texas-based CiCi's Pizza, Deutsch began to...

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