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Pizza Chain Returned to Growth by Offering Entertainment

It seems all-you-can-eat pizza wasn't enough to save one business during the epidemic.

The go-to destination for birthday parties, sports team celebrations, and carbohydrates filed bankruptcy in 2020 after years of struggles until new owners altered the game.

Texas-based Cicis Pizza, a 300-unit, low-cost pizza buffet, faltered in recent years as consumers turned to takeaway and delivery.

The company filed bankruptcy and was sold to Applebee's operator SSCP Management. Thanks to the transformation, the chain has found fresh life by boosting its game rooms.

Cicis restaurants have expanded their entertainment services, adding larger game rooms and selling arcade-style tickets and prizes.

The idea of gaming isn't new for Cicis, but it's grown from 1% to 10% to 20% of income. "Video games are a huge part of our offer now," said the chain's president.

Cici's chief marketing officer told Pizza Marketplace, "We want to engage past, present, and prospective visitors in a fun and innovative way that showcases our value and experiences."

"There's a lot of noise in the market right now, so we're eager to help Cicis leverage this excellent creative to break through and meet their customers in the

proper places to generate even more brand love," says the chief strategy officer at Cicis' media agency.

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