Diana Marszalek 28 Jul 2021 // 5:39PM GMT
LOS ANGELES — California Pizza Kitchen has hired Allison+Partners as its PR agency of record, charging the agency with helping drive the restaurant chain’s growth following its 2020 bankruptcy.
Allison+Partners’ remit includes building buzz for new products and store openings around the world through media relations and event support. Communications will emphasize the diversity and innovation of CPK’s California-style offerings. The agency will also support CPK’s franchising initiatives.
CPK previously worked with Coast PR.
Allison+Partners won the business in a competitive pitch, which focused on finding an agency that could support the business after a tough 2020, during which the CPK was hit by the Covid pandemic and declared bankruptcy.
Bloomberg reports that the chain, which includes roughly 200 restaurants, is considering selling or going public following its restructuring.
“We are thrilled to work with Allison+Partners and its world-class communications team,” said CPK CMO Scott Hargrove. “Since we kicked off a couple of months ago, the Allison+Partners team has pushed us consistently with bold and creative ideas that reflect our innovation DNA. The team’s creativity, deep understanding of the culinary space and broad global footprint make them a perfect partner for California Pizza Kitchen and our growth plans. We look forward to accelerating our post-pandemic lockdown momentum with its support.”