It seems that all-you-can-eat pizza wasn’t enough to keep a chain afloat during the pandemic. The go-to spot for birthdays, sports team celebrations and all things carb has declared bankruptcy in 2020 after years of struggle. . . until new owners turn things around, literally.

Texas-based Cicis Pizza, a 300-unit low-cost pizza buffet concept, has struggled in recent years as customers shifted from dine-in to takeout and delivery. The chain declared bankruptcy and was sold to a new group which included SSCP Management, the operator of Applebee, according to catering company. Thanks to the transition, the chain has found new life by ramping up a long-neglected asset: its gaming rooms.

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Cicis restaurants have expanded their entertainment offerings, with restaurants opening larger game rooms and even offering customers the chance to win tickets and prizes, arcade-style. Of course, the concept of games is not new to Cicis, but it has grown from around 1% of revenue to 10% to 20% currently.

“Video games are a big part of our deal now,” said channel president Jeff Hetsel, calling the effort a “game changer.”

“The focus is on engaging our past, current and future customers in a fun and creative way that showcases the value and experiences we provide,” said Stephanie Hoppe, Chief Marketing Officer of Cici. pizza market. “Within the first few weeks of the campaign’s launch, we were already seeing double-digit increases.”

Cicis Pizza has also created a whimsical new spokesperson: CC Pazzini, a four-inch tall man who has a magical flying machine and speaks in rhyme.

“There’s a lot of noise in the market right now, so we’re excited to help Cicis use this fantastic creation to break through and meet its consumers in the right environments to create even more love for the brand,” said said Chad Maxwell, chief strategy officer. agent at Kelly Scott Madison, the media agency that was hired to assist with Cicis’ strategy planning, investments, and analytical efforts.

A silly spokesperson, all-you-can-eat pizzas, pastas, salads and desserts, and video games? What more could you want?