Dallas-based Pie Five Pizza Co. awarded its advertising creative business to The Richards Group, the largest independent brand-building shop in the country, after a competitive review. A leader in the fast-casual pizza segment, Pie Five Pizza offers individual, made-to-order, handcrafted artisan pizzas made in five minutes or less. As agency of record, The Richards Group will provide brand strategy and creative, digital and social strategy, and media buying and planning. New campaign work for Pie Five Pizza will debut in fall 2016.
"The Richards Group is a renowned branding agency known for putting emerging concepts on the map through their iconic campaigns, like Chick-fil-A and Motel 6," said Randy Gier, chief eating officer for RAVE Restaurant Group, parent company of Pie Five Pizza. "Fast casual pizza is still a developing segment. As we gear up to open our 100th location, we look to The Richards Group to catapult our brand to the next level. Plus, when Stan Richards stood up in front of his entire staff and concluded the pitch with 'Let's go have fun,' we knew we'd found an agency partner that could speak our language."
Pie Five Pizza, a franchise brand owned by RAVE Restaurant Group (NASDAQ: RAVE), is a unique dining experience that lets customers create and customize individual pizzas that bake in under five minutes. These offerings (plus handcrafted salads, Breadstix and desserts) have helped Pie Five Pizza expand to over 90 locations in 24 states, with more than 400 franchises in development.
Pete Lempert, principal at The Richards Group, said, "Pie Five is the kind of brand you dream of working with. It's fun, it's memorable, it's growing and it's got some of the sharpest minds in the industry behind it. We can't wait to sink our teeth into this brand and their product."
