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California Pizza Kitchen, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Based in Los Angeles, CA, California Pizza Kitchen, Inc. operates upscale pizza restaurants across the U.S. as well as international locations. The California Pizza Kitchen frozen food line of consumer grocery products is marketed by Kraft Foods, Inc. under licensing agreement. ** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **

Main Telephone (310) 342-5000
Main Fax (310) 342-4743
Primary Address
12181 Bluff Creek Drive
Fifth Floor
Playa Vista, CA 90094

California Pizza Kitchen, Inc. Contacts

Contacts (5/10)
Name Title State
G.J. H. Chief Executive Officer & Executive Chairman CA
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (310) 342-5000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 12181 Bluff Creek Drive
Fifth Floor
Playa Vista, CA

Brad G. Chief People Officer CA
Ashley C. Senior Vice President, Marketing CA
Dave D. Vice President, Internal & Digital Communications CA
Carol F. Senior Director, Marketing - West Coast Region CA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
California Pizza Kitchen, Inc. ******

Agency Relationships

Brand Agency Service From To
********** ***** *******, ***. ******** ****** AOR - media buying & planning 2013 present
********** ***** *******, ***. **** ******** AOR - creative 2014 present
********** ***** *******, ***. ********** social 2015 present
********** ***** *******, ***. **** ************** Social 2016 present

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Forecasted: California Pizza Kitchen hires creative AOR, look for Millennial focused ad dollars, ...

Subject: Social media, digital, online, mobile, social media, cinema advertising, entertainment marketing

Company: California Pizza Kitchen (CPK), 270-unit casual dining restaurant chain known for its hand-tossed and hearth-based California-style pizzas

Opportunity: The

Additional Insight

New CMO: The review came shortly after CPK hired nired Natalia Franco as chief strategy and brand officer (research here). Franco had been Ihop's marketing and culinary SVP since 2011. Before Ihop, she was Burger King's global CMO and Coca-Cola global VP of marketing and innovation.

Growth Strategy: Since being acquired by Golden Gate Capital in 2011, CPK has introduced new restaurant formats to help avoid casual dining's post recession declines. These formats are geared towards growing bar sales and relying less on malls, where traffic hasn't recovered since the recession. Malls are still an important part of CPK's footprint, however, but units are being placed in high traffic areas outside of the food court. For example, a new restaurant format has a separate bar that's outside the unit's entrance, separating it from the dining room. This helps CPK appeal to diners looking for a glass of wine, while not alienating its core family guests.

Furthermore, CPK has returned to serving hand-tossed pizzas and this unit redesign makes the pizza bar more prominent, allowing guess to watch chefs stretch and toss dough before baking. This focus on quality is another example of the chain's millennial focused strategy. 

Media Spend: CPK's ad spend has increased year-over-year since 2012. Just in the first two quarters of this year, measured media spending reached $736,000, more than twice what CPK spent in 2012 and 2013 combined, according to Kantar Media.  The increase this year has fueled a big boost in display and search ads.

California Pizza Kitchen
12181 Bluff Creek Dr.
Fifth Floor
Playa Vista, CA 90094
(310) 342-5000

Natalia Franco
Executive Vice President & Chief Strategy & Brand Officer
(310) 342-5000