CiCi’s Pizza
Presented By:
T.JAMM Consulting
Group, Inc.
Jeff Younger
Mary Carroll
Maggie Geary
Andy Yauss
Troy Osmun
Franchisor Background Information
“red-hot CiCi’s Pizza Buffet concept” - $3.99 all-you-can-eat
Over 550 Restaurants – 90% or 516 are franchised
Average opening investment
between $404,400 to $646,400
 30% cash
4% royalty on Pizza sales
CiCi’s Corporate Marketing teams
 Local Market ,
TV and radio commercials
11 weeks – 6 Months training
 http://www.cicispizza.com/cicis/cicis12.html
Currents Trends
94% of the population
Americans eat roughly 100 acres of pizza each day
Around 67% of the population consider pizza with
friends a casual social evening
adults age 18 - 34, 37% dine out 3 or more times
during the week
Product/Service
Description
“One Price, all you can eat buffet”
wide selection of pizza
fresh ingredients at a low price
Each individual store offers a rotating menu of
16 pizza varieties, a choice of hot pasta
entrees, salads, and desserts
Take-out optional
Target Market
College students
 Great value meal and its pizza
Families
 Here year round
 Entertainment for the kids
Residents of outlying areas
Visitors to Radford
Site Location
1000 East Main Street, Radford, Virginia
24141
Where the Sun Trust is behind Muse
Hall
CiCi’s requires 4500 sq ft building space
Within walking distance for all Radford
University students on and off campus.
Plenty of parking
Marketing Strategy
Need to establish the CiCi’s brand in
NRV
Market the low price and high quality
meals offered at CiCi’s
Monthly contribution to corporate
“general advertising fund” - $2,300
 Corporate Marketing Team helps develop:
• Television and Radio advertisements
• Direct mail advertisements
• 4 color print advertisements
Marketing Strategy
Marketing to
Students
 Large banner facing
Main Street
 Direct mailings,
especially to offcampus students
 Advertise in The
Tartan
 Keep restaurant open
later
 Accept RU Express
Marketing to Families
 Direct mailings
 Local television
advertisements:
 Commercials would
advertise NRV location
along with 2 Roanoke
locations
 Network stations
 During evening news and
select primetime shows
SWOT Analysis
Strengths
Weaknesses
 Cheap “hot and
ready” pizza
 Large selection
 Option of take out
 9th largest pizza
chain in the US
 Reported increased
sales and store
locations year to year
 No delivery
 Perception of low
price low qualities
 Limited selection of
food on menu
SWOT Analysis
Opportunities
 Highly competitive area
for pizzerias
 Team parties for local
children’s sports teams
 Strong potential for rapid
growth
 Increased awareness and
recognition
 Take away profit from
direct competitors
Threats
 Competition with already
well established pizza
restaurants in Radford
 More incoming
restaurants, increased
competition
 Consumers may opt for
delivery services instead
of coming and parking
 Competing with university
for students with meal
plans
 Intense competition in the
New River Valley
Direct Competitors
Mike’s
Papa John’s
Dominos
Pizza Hut
Italiano’s
Valentino’s
Sal’s
Highlander Pizza
Fazzolli’s
Back Streets
Fire House
Gumby’s
Pizza Inn
Anthony’s
Little Cesar’s
Frozen pizza
Indirect Competitors
Chinese Restaurants
Mexican Restaurants
On campus food service
Fast food restaurants
Recommendation
We recommend that a CiCi’s franchise
be located in Radford, Virginia.