California Pizza Kitchen

About This Project

The Pulse Group was retained by California Pizza Kitchen to assist them in the development of a new fast/casual restaurant concept (“ASAP”), positioned to complement the company’s existing sit down concept, as an additional distribution channel.  As part of our work we conducted focus groups nationally with current, former and potential users of the existing concept.  During these focus groups we explored current dining patterns and behaviors, restaurant selection criteria, changes in dining patterns and behaviors, level of brand commitment including favorite restaurants and reasons for those preferences, reactions to a range of fast/casual concepts including Boston Market, Koo Koo Roo, etc. and perceptions, images and attitudes about the California Pizza Kitchen brand. Our work provided the framework for the “concept architecture” and market position including menu, service, operational, sales/advertising and design strategies, which were based on a detailed understanding of consumer motivators, drivers, inhibitors, psychographics and demographics.