How does a regional pizza chain compete with the mega marketing budgets of giants like Papa John’s, Pizza Hut and Domino’s?
A willingness to try new strategies certainly helps. Case in point: Anthony’s Pizza & Pasta, a chain with 26 franchised locations in Denver and surrounding areas.
Anthony’s has been relying heavily on out-of-home because of its low CPMs and effectiveness at brand differentiation. But this year, the chain is switching from 90% OOH to 90% television. Moreover, it’s running nearly a dozen different spots.