CMO Perspectives: Nancy Hampton of CiCi’s Pizza

With nearly 500 locations in 34 states, CiCi’s Pizza is a formidable brand in the competitive pizza segment and differentiates itself with a value focus that results from its pizza-buffet concept.

However, that does not make the job of the Coppell, Texas-based chain’s chief marketer easier, said Nancy Hampton, who has held that post for nearly four years.

Hampton, whose career also includes senior level marketing experience at Corner Bakery Café and Brinker International, said CiCi’s does not take its buffet leadership for granted, and added that the brand strives to keep competing with all pizza brands on food quality and customer service.

“Luckily for us, being a leader in the pizza-buffet industry, the CiCi’s concept is pretty straightforward and has been well received by our guests and fans,” Hampton said in an email conversation with Clay Dover of Raising Cane’s, a board member of the National Restaurant Association’s Marketing Executives Group. “However, it is often surprising to people just how many things we make in the restaurant every day. So while our greatest advantage is our value concept, we strive to convey the quality of our food.”

To reinforce CiCi’s positioning with guests every day, Hampton and her marketing department focus on making interactions with guests personal, often through community involvement and the one-to-one marketing enabled by social and digital media.

She spoke with Dover about the importance of connecting with guests, and how that successful marketing would help the brand achieve plans for sales growth and entering new markets.

What led to CiCi’s recent announcement of an expansion plan focused on the Northeast?

We are always looking for expansion opportunities, and CiCi’s announced last year a partnership with a commercial real estate advisory firm with a focus on the Northeast, in areas like Washington, D.C.; Baltimore; Philadelphia; Buffalo, N.Y.; and New Jersey. We have restaurants performing well in those markets and see strong growth opportunities in the region.

Have you seen increased competition or new competitors with the emergence of fast-casual brands in the pizza segment? How has it changed the way you market your concept?

The sheer number of brands and compression in the pizza segment makes it one of the most competitive segments in the industry. Because of this, we must have a cohesive strategy that allows for no wasted effort. Each medium we employ, from paid advertising and social media to in-store messaging, must work together to reinforce our brand strengths while utilizing the best for of communication for each specific medium. We maintain a consistent message but take advantage of the different ways to say it.

A new CEO

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Darin Harris joined the CiCi’s family last August. His energy and personal style are creating a dynamic environment for looking at our business in new ways. Our franchisees are engaged in the brand strategy and initiatives, and our guests are the focus of all our work.

Where are you allocating additional resources, whether that means dollars or people, in 2014 and beyond?

We are investing in both paid and owned media, with a focus on engagement and earned media. This year, for the first time, we are partnering with a digital agency, which will be complementing the work of our advertising agency and PR resources. Every team at the support center is looking at its work differently — that’s a huge benefit of a new CEO.

What do you see in the future of the pizza segment, and what will separate the competitors then?

Every guest, regardless of demographic profile, is looking to get the highest-quality food for the best value, and CiCi’s meets that need. The desire for customization and convenience is also universal. Successfully meeting those needs in an appropriate way for each guest is essential to remain competitive.

How did you manage to grow your Facebook page to more than 1.1 million likes, and what advice could you give to other brands about succeeding on Facebook?

We are really proud of our award-winning campaign that helped us get there and continue growing. We understand that our guests love CiCi’s and want to engage with us even when they are not at one of our restaurants. The campaign respected their desire for communication, and we used brand trivia and trending topics to further engagement with our existing fans and to bring new fans to our pizza party. People are interested in things that are interesting. We try to be interesting.

What marketing trends do you see outside of the restaurant industry that you feel should be incorporated in our industry?

With the huge rise of social and digital media, every company needs to find ways to maintain meaningful, personal connections with its guests. For CiCi’s, that means things like our “jump the counter service” in the restaurants and reaching out after a visit to be sure their needs were met. It also includes our commitment to the larger community through involvement with Special Olympics and Share Our Strength’s Dine Out for No Kid Hungry.

In a crowded, noisy marketplace, those are the types of things that resonate with guests and make them choose us instead of a competitor. You can’t make that connection through technology alone. Personal interactions and community involvement make the difference.