Developing a family company into a PE growth engine

The Company

Lou Malnati’s, the legendary Chicago pizza chain and family-owned business, brought in investors and a new leadership team to help scale its Tastes of Chicago nationwide shipping business and restaurants outside of Chicago.

The Challenge

After successful new market launches, it was challenging to maintain the volume and dining frequency that Malnati’s enjoys in Chicago. The team needed strategic support to define brand positioning and improve brand awareness & trial in new markets, as well as for their shipping business.

The Actions

  • Identified consumer insights to develop Lou Malnati’s brand strategy

  • Provide marketing leadership for Brand team and hired new team members

  • Developed a robust marketing campaign calendar focused on new markets to encourage trial

  • Developed first-ever brand strategy to define Lou’s outside of the Chicago market, including positioning, target definition, and brand personality

  • Created integrated processes for campaign planning to allow for more time and creativity

  • Accelerated influencer program and integrated within the campaigns, focused on markets outside of Chicago

The Results

  • Developed creative and scrappy local promotional plans outside of Chicago, including in-store tasting events, giveaways, and summer campaign ‘tour’ for social media

  • Hired brand and social media managers with talents to improve team performance on creativity, integration, and standardized KPI reporting

The Feedback

THANK YOU for joining us these last few months. It feels like you’ve been here more than a year but that’s a testament to how well you’ve helped whip things into shape. 🙌
— Dina Louie, Marketing Director
I learned a lot from you… you have a tenacious work ethic and a “no nonsense” attitude that I really admire and respect.
— Lynn Cooper, Field Marketing Manager
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