4 Finalists Line Up for Piccadilly

Four agencies have made it to the final round of the re-view for Piccadilly Cafeterias’ $7-8 million account.

The contenders are: St. John & Partners, Jacksonville, Fla.; Zimmerman & Partners Advertising, Tallahassee, Fla.; and Fricks/Firestone and Fletcher Martin Ewing, both in Atlanta.

Incumbent GodwinGroup in Jackson, Miss., resigned the account when it was put into review.

“We’ve got a new management team in place, so we’re looking for some new strengths,” said Brian Dixon, who joined Piccadilly as executive vice president of marketing on July 31. He most recently served as the senior marketing executive for Papa Murphy’s pizza, where he led a national agency review.

Piccadilly Cafeterias’ search was limited to agencies in its operating region with restaurant experience, Dixon said.

The client, headquartered in Baton Rouge, La., operates more than 200 restaurants in 16 Southern states.

Sales for the cafeteria dining chain were down almost 6 percent for the year ending June 30, 2001. The company realized a net lossof $36 million due to the cost of closing poorly performing stores and shedding an entire layer of middle management.