Pizza Ranch

Everyone’s Favorite Buffet

Pizza Ranch

Evolving a Classic Brand

With over four decades in business and more than 200 restaurants, Pizza Ranch was looking to evolve their marketing to meet the needs of today’s diners and appeal to new guests. So, we conducted chain-wide research, focus groups and creative testing to find a new approach.

Our strategy: Focus on what Pizza Ranch does best—food and quality—by positioning them as “Everyone’s Favorite Buffet” with a Chief Buffet Officer devoted to keeping it that way.

Launching a new TV/video series led by the Chief Buffet Officer, refreshed branding, photography and campaign elements, we created a brand campaign that set the chain apart from other pizza, chicken and buffet competitors.

The new creative elements were delivered using an evolved media approach to accommodate a franchise model, a younger target audience and differing markets across the system.

Buffet Your Way

Unique to Pizza Ranch, Buffet Your Way allows guests to order any pizza for the buffet and get the first slice. Not only is it a great offering, but client satisfaction scores improve dramatically when Buffet Your Way is promoted so we developed a new campaign to get the word out.

Summer of Chicken

Pizza Ranch is home to legendary pizza and everyone’s favorite buffet, but it’s almost as famous for its chicken. To promote carryout orders during the busy summer months and remind people Pizza Ranch is home to The Country’s Best Chicken®, we created the Summer of Chicken complete with its own logo, campaign and exclusive merch.