CiCi’s Pizza

1. CiCi’s Pizza Presented By: T.JAMM Consulting Group, Inc. Jeff Younger Mary Carroll Maggie Geary Andy Yauss Troy Osmun

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. Marketing to Students Large banner facing Main Street Direct mailings, especially to off-campus 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 Marketing Strategy

9. Strengths 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 Weaknesses No delivery Perception of low price low qualities Limited selection of food on menu SWOT Analysis

10. 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 SWOT Analysis

11. 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 Direct Competitors

12. Indirect Competitors • Chinese Restaurants • Mexican Restaurants • On campus food service • Fast food restaurants

13. Recommendation • We recommend that a CiCi’s franchise be located in Radford, Virginia.