Brand Image

BRAND IMAGES

With the California Pizza Kitchen, I believe that shortening the name to CPK similar to KFC in most of the advertising and menu designs would help target consumers and get them to remember the name. I believe you would need a large budget to get all the franchises to be in compliance. Again not necessarily changing the logo but to incorporate the CPK initials in the design would be costly. I don’t believe there would be any change for international markets as the initials would be the same anywhere you would go.

Another idea would be to have mini California Pizza Kitchens in convenience stores along major interstates similar to what Subway has done. This would help target the travelers and when they get back home spread the word. I believe this could be done on a smaller budget as you would offer the franchise at a lesser cost and little advertising would be necessary, as you would actually have consumers do the advertising with word of mouth. I would have to think this would be ideal for international markets. Taking a chance on a full service restaurant could be too risky where a less expensive franchise in a convenience store would be more appealing. I think that it would be successful as a lot of Americans may be traveling abroad and want something familiar but get tired of McDonalds. Because CPK offers a variety of countries favorites, more American type foods would may need to be offered….like the Cobb Salads to encourage consumers to try different foods.