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NEW YORK Aiming for a bigger slice of the $47 billion pizza market, CiCi’s Pizza is boosting its ad budget by 50 percent to show consumers that its buffet-style restaurants are a better alternative to fast-food counterparts.
Based in Coppell, Texas, the 480-unit chain, now in 22 states, has been growing steadily. Many consumers still aren’t aware of CiCi’s $3.99 all-you-can-eat offering, however.
New chief marketing officer Tom Koenigsberg hopes to change that with the chain’s new $18 million ad campaign.
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