CALIFORNIA PIZZA KITCHEN
Challenge:
California Pizza Kitchen (CPK) is the leader in California-style cuisine. In October 2005, the company planned to open their newest Atlanta store in Atlantic Station, a high-profile retail, entertainment and residential complex. However, CPK faced a number of challenges with this situation. The grand opening of Atlantic Station was taking place at the same time, which meant the restaurant would compete for local press coverage with numerous other stores in the development. Three other California Pizza Kitchens were already open throughout metro Atlanta, so local residents already had access to their menu items. Finally, Atlanta is a huge restaurant city, which meant the store had to make a big splash in order to attract customers facing countless dining options. CPK's PR Manager brought Shira Miller Communications (SMC) on board to help publicize the store.
Solution:
Our first step involved brainstorming news angles to generate consumer and business-oriented media coverage. When we realized this store represented CPK's first new prototype in Atlanta, SMC focused on that hook - pitching the new ambiance and menu items to feature press and the innovative store remodel to business reporters. Our team also built excitement for the opening by delivering pizzas to morning radio deejays and securing a day after Thanksgiving segment (tired of turkey, try pizza!) on the most popular morning television show in town. As a result, significant publicity was generated that helped CPK stand out from the crowd. Our PR efforts yielded placements including Atlanta Journal & Constitution, Atlanta Business Chronicle, Atlanta InTown, Good Day Atlanta, WALR-FM, WFOX-FM, WNNX-FM, WSB-AM and WSTR-FM.
"When California Pizza Kitchen decided to open our newest Atlanta location last fall in Atlantic Station, we were unsure about the amount of publicity that could be received with so many other restaurants opening in the development at the same time. We were impressed with Shira Miller Communication's creativity. They generated great publicity and put the store on the map - and customers through the doors - with numerous print, radio and television coverage."
-Erin Murphy
Public Relations Manager, California Pizza Kitchen
