Consumer Problem: 

People are bored with typical pizza dining and want a more exciting, interactive experience.

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Insight: 

Consumers now crave experiences that go beyond just eating—they want entertainment and fun during their meal.

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Solution: 

Turn CPK dining into an engaging event where customers participate in a fun, interactive pizza-making journey.
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Consumer Goal: 

Create a memorable experience that makes customers feel connected to the CPK brand.

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Creative Idea: 

The CPK Pizza Hunt allows customers to collect pizza ingredients via an app, then build their own pizza at CPK, blending in-store fun with digital engagement.

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Challenge:

CPK was founded in 1985. It was created on the basis of new pizza flavors. The first menu, including the famous BBQ Chicken Pizza, was developed by Ed LaDou, then the pizza chef at Wolfgang Puck's Spago restaurant. CPK became an immediate success. CPK is no longer seen as an innovator and aren’t looked at as any different than any other pizza place.

Solution: 

Create a pop-up restaurant called “Crazy Pizza Kitchen”. This restaurant will have 1000 toppings from the normal to the exotic and different crust types to choose from creating millions of combinations.

Execution:

Use mixed media traditional and social to drive pizza lovers to the limited time location. Then engourage patrons to share their “crazy inventions” through the hashtag #crazypizzakitchen.

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The Pizza Scavenger Hunt App was developed to offer an interactive shopping experience by encouraging users to collect real pizza ingredients from participating Whole Foods stores, all marked with a special CPK sticker. Once all required ingredients are collected, users can redeem them for a free pizza at any California Pizza Kitchen (CPK) location