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Robert Elen & Associates/L.A. and Kresser/Craig, Santa Monica, Calif., were early-round participants in the contest. MMA didn’t participate in the review.
The review followed the arrival about six months ago of a new management regime at the country’s oldest pizza chain. George Miller, Shakey’s new president, came from Peter Piper Pizza and had also been an executive vp at Burger King. New vp/marketing Dennis McCart also moved from Peter Piper. He had worked with Italia/Gal chairman and ceo Ken Gal when the two were at Tracy-Locke. He earlier worked at J. Walter Thompson when the agency handled Burger King.
The new Shakey’s team intends to reposition the chain to appeal to the ’90s consumer. In the ’60s and ’70s, the now 40-year-old chain was a popular family restaurant concept on the West Coast, with some 600 restaurants at its peak. Since then, the chain’s been shadowed by newer and larger competitors like Pizza Hut and Roundtable Pizza. Shakey’s still ranks first in sales-per-unit in the industry, operating more than 400 restaurants worldwide, including 75 in Los Angeles.
Shakey’s new image plans include new restaurant designs and menu items. The chain will add regional fare to its list of pizza toppings and seasonings, with particular emphasis on the Hispanic consumer in the United States. Italia/Gal and Anita Santiago Advertising will coordinate Hispanic marketing efforts.
The win brings Italia/Gal billings to roughly $41.5 million.
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