Tuesday, November 5, 2002

Sales Soar 10% As Straw Hat Pizza Launches New Ad Campaign

Straw Hat Pizza reports a system-wide sales increase of nearly 10% through the first 3 quarters of this year, and has launched an entirely new television ad campaign aimed at continuing the sales momentum.

Joshua Richman, President and CEO, believes that the company’s sales increase is due to an overall strategy of improving guest experience through increased service levels, restaurant remodels, and a target program to improve under-performing locations. “Our store performance has improved dramatically as we’ve focused on what we do best – serving a genuine California pizza in a clean, fun and friendly environment.” says Richman. “As the economy has taken a downturn, we’ve enjoyed success by providing our traditional value while meeting the expectations of families; families which may be patronizing “pricey” casual theme restaurants less frequently.” adds Richman.

In addition to its value and service strategy, Straw Hat has launched a new television campaign in several California and Nevada markets. Four new comedic television ads, produced by Beard Boy Productions of Tustin, CA, contrast the company’s quality product to imitations. In one of the spots, a phony runway model is traumatized as his toupee slips. In another spot, a want-to-be basketball star’s cover is blown when a ball trick goes awry. “The ads poke fun at imposters and make the point that Straw Hat is genuine – with its unique California flaky crust and fresh toppings,” says Kevyn Johnston, Director of Marketing, “our pizza is made to the same high standards as it has been for forty years, and we believe today’s value and quality conscious consumer is seeking this type of alternative to our chain competitors.”

[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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