Friday, March 1, 2002

Biggest Pizza Hits a Home Run!

Straw Hat Pizza restaurants head into summer with the full-scale reintroduction of last year’s highly successful Big Bambino promotion. The Big Bambino was first introduced in the spring of 2001 and is a big eighteen (18) inch, baseball theme pizza. Considered to be the biggest pizza offered by any major chain, the fifty (50) unit Straw Hat system believes that the eighteen (18) inch pizza is the answer to its guests’ calls for a bigger and better pizza.

The Big Bambino was the chain’s first system-wide offering of the eighteen (18) inch size pizzas. This year’s promotion features a timely and lively baseball theme with colorful in-store graphics, direct and solo mail drops, a media launch, and a unique baseball coach’s handbook developed as a local youth sports companion to the campaign. The Big Bambino, (the named inspired by the legendary Babe Ruth), is a “king sized” version of Straw Hat’s favorite premium pepperoni pizza; made with the chain’s fresh packed sauce, indulgent blend of six kinds of cheese, and its traditional famous California thin and crispy crust. It is available at participating Straw Hat locations throughout the summer, at which time the chain expects to permanently offer a variety of eighteen (18) inch pizzas.

“Consumers are seeking value and quality more than ever before,” said Joshua Richman, President and CEO of Straw Hat Cooperative Corporation. “We believe that our new eighteen inch pizza, made to our time tested standards is what today’s guests are seeking, and once again exemplifies the value and quality that Straw Hat is famous for.” Kevyn Johnston, Director of Marketing for the company said, “Our goals for the Bambino do not differ from last year; the first is to prevail upon our guests the value and size of our eighteen (18) inch pizza, and the second is to increase check averages by offering this greater value. We perceive it is a ‘win-win’ for everyone and appreciate that the Big Bambino clearly differentiates Straw Hat from our competition.” This is in step with the Cooperative’s newly fortified marketing strategies of increasing check averages and distancing itself from its rivals through signature promotions and product offerings.

[SHCC licenses members to operate nearly 50 Straw Hat Pizza locations in California & Nevada. The "Cooperative" is solely directed by its membership owners and has been called "the un-franchise, franchise." It provides the benefits of a franchise system, however, the CooperativeĆ­s individual owners enjoy greater control, and corporate overhead is kept to a minimum, (about 1/3rd of the average franchise fee.)]

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