R E T A I L

B U S I N E S S

C O M PA N Y I N T R O D U C T I O N
Founded: 1985 in Beverly Hills
Founders: Rick Rosenfield and

Larry Flax
California twist on global flavors 265 U.S. locations in 32 states 10 international locations

C O M PA N Y I N T R O D U C T I O N
Restaurant models Full service (98%) CPK ASAP LA Food Show Grill and Bar

Frozen line, airports, sports stadiums, and college campuses

N O D E F I N E D M I S S I O N S TAT E M E N T

R.O.C.K. Optimistic view for the company

through investor relations

FA Q

D I S C U S S I O N

Q U E S T I O N

Do you find it odd that a company so large doesnt have a mission statement?

Observation of its Mission Statement

CPK intends to be a leader in authentic Californian-style cuisine [and to be] widely know for its innovative menu items. CPK [will] provide a range of creative dishes, from signature California-style hearth-baked pizzas, creative salads, pastas, soups, and sandwiches to extensive beer and wine lists with a full bar

TA R G E T M A R K E T / S E G M E N TAT I O N

Business men and women

Families with children

Couples

D I S C U S S I O N

Q U E S T I O N

When you think of CPK, what comes to mind?

C a s u a l d i n i n g A t t r a c t i v e c o o l , m o d e r n S t a t e o f o r i g i n C a l i f o r n i a

DISCUSSION QUESTIONS

What makes California cuisine unique? What does it mean?

California cuisine
Fresh ingredients Presentation Fusion of cultures

MARKETING MIX: PRODUCT

MARKETING

MIX:

PRICE

Small Cravings under $5 Soups $5 Appetizers $9 Salads $9 half/$12 full Pizzas and Pasta $13 Ta c o s a n d S a n d w i c h e s $ 11 Desserts $6

MARKETING MIX: PROMOTION

Some advertising Word of mouth Few discounts Childre n programs

Fundraisers

MARKETING

MIX:

PLACE

Restaurants

Online ordering

Catering and delivery

Mobile kitchen

Grocery stores

Source: Hoover s

C O M P E T I T I V E A D VA N TA G E
CPKs Menu Pioneers of the BBQ Chicken and Specialty Pizzas Pastas, Salads, Specialty Entres, Sandwiches, Soups, Appetizers and Desserts developed with the same level of creativity and innovation Cooked with freshness and quality Vegetarian, gluten-free options Constantly evolving

DISCUSSION

QUESTION

What is your favorite menu item to order from California Pizza Kitchen?

S TO R E

E N V I R O N M E N T
Store Layout Dcor Yellow/Dark Colors

Smells from open view

kitchen Full service Bar and

Take out
Artwork painted on Pizza Boxes

Ziosk Tabletop Media

S TO R E

E N V I R O N M E N T

Employees All black, sleek, clean uniforms Friendly, knowledgeable, attentive Great customer service

S TO R E

E N V I R O N M E N T
Store Management Front of House Management

Touches every table

Back of House Management

Makes sure food is

run quickly Ensures quality of

food before it is run

DISCUSSION

QUESTION

What is your first impression when you walk into a CPK?

SUMMARY OF INTERVIEWS
Customers Love the food and the service Loyal to the brand Employees Upbeat positive attitudes Motivated by company contests Enjoy the customers and management team

SUMMARY OF INTERVIEWS

Management Customer Satisfaction Measurement CPKonnect communicates ongoing management goals Fundraisers and CPKids Programs are important in attracting new customers Takeout and Catering is the area of most dissatisfaction