Missy Lukens
Missy Lukens cultivated a 25-plus year career in marketing, notably with roles at PepsiCo/Frito-Lay and 7-Eleven.
Her next move is with pizza buffet concept Cicis Pizza, which is looking to make a breakthrough in its segment. Cicis is set on combining the brand’s 40-year history with modern marketing tactics, and Lukens, the new vice president of marketing, has a heavy hand in telling this story.
“Cicis’ promise is fresh, handmade food, customizable options, memorable experiences. But we’ve got to be able to say that in a fresh, new way that resonates with the next generation,” Lukens said. “Whether that’s through messaging or creative or promotions, it’s making sure we’re building off that core brand experience, and it’s also thinking about how we can evolve that in a way where we’re telling our story and narrative across an increasingly complex and changing ecosystem.”
Modernizing the brand’s storytelling comes by way of influencers. Cicis is connecting with influencers to put out content highlighting the brand story and its relaunched Cicis Rewards loyalty program. Cicis’ loyalty program helps the brand watch and analyze customers’ purchasing behavior and tailor offers to them based on those decisions.
“The shift in marketing dollars has gone from what was traditional into digital now into social,” Lukens said. “That’s going to be a slight change for Cicis as we start using really big influencers and then dialing out that promotion.”
The pizza concept’s unit count has trended downward in recent years since it emerged from bankruptcy with new owners SSCP Management and Gala Capital in 2021; it has around 270 units. Lukens attributes some of this to pruning struggling stores or those in challenging markets. Productivity per store has gone up as a result, she said, but that message needs to be properly marketed.
“People are saying, ‘Cicis is closing,’” Lukens said. “As that pertains to social media, it’s continuing to amplify our message, both for the consumer to know that it’s still a place you can come to get your favorites but also for our franchisee community to know the brand is back and on a roll, and we’re thinking future-forward.”
With franchisee relationships, Lukens is focused on going “beyond the buffet,” finding marketing points to attract customers while servicing operators.
“Marketing does have an eye on the consumer, but it’s all in service to the franchisees,” she said. “Sometimes you need to educate on why we’re doing something. Sometimes it’s to drive awareness; sometimes it’s to drive trips, but we always need to be mindful to make things pretty turnkey for the franchisee.”
Executive Ladder
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Einstein Bros. Bagels named Jessica Serrano as chief marketing officer.
Cicis welcomed Missy Lukens as vice president of marketing.
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Smashburger promoted Jim Sullivan from president to CEO. Sullivan replaced Denise Nelsen, who stepped down as CEO in February.
D1 Training welcomed Clif Marshall as senior director of coaching and pro training.
Wanda Hoegren
Re/Max Holdings named Vic Lombardo as president of mortgage services.
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Between Rounds Bakery Sandwich Café named Chris Puiia as production manager.
Waters Edge Wineries named Tina Hitchcock as franchise liaison.
Bio-One named Ben Kramer as brand president.
Ascent Hospitality Management promoted Nicholas Mason to chief financial officer. Mason was previously Ascent’s vice president of finance.
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Sequel Brands, the newly formed fitness platform company for Beem Light Sauna, Body20, iFlex and Pilates Addiction, hired Ryan Logan as director of development.
Tierra Encantada named Karen Garrett as director of franchise development.
Cousins Subs appointed J.J. Grube as chief financial officer.
SPB Hospitality hired Robert Fargo as senior vice president of development.
Whataburger named Jessica Reicher as chief operating officer.
Empower Brands appointed Stephen Schiller as its vice president of franchise development and Jane Campbell as vice president of franchise development marketing.
FranFund named Eric Schechterman as sales manager.
BrandOne, a franchise development consultancy, welcomed Jonathan Thiessen as a partner.
Send promotions and new hire news in franchising to Alyssa Huglen, [email protected].