Anthony’s Pizza & Pasta, LLC: Case Study

Anthony's PizzaAbout Anthony’s Pizza & Pasta, LLC: Founded in 1984, Anthony’s Pizza & Pasta serves up hand-tossed, New York style pizza made with premium mozzarella cheese, along with fresh-cooked pasta and salads. Anthony’s Pizza & Pasta has expanded from a single downtown Denver storefront to 25 restaurants along the Front Range, while retaining its intimate, casual and family atmosphere. Each of Anthony’s Pizza & Pasta Colorado restaurants follows a successful format, but is individually operated. Committed to the community, Anthony’s Pizza & Pasta supports several organizations and causes every year, from feeding volunteers and catering fundraisers to helping out youth organizations and struggling families. Locations, menus and additional information can be found at anthonyspizzaandpasta.com.

The Goals: Capital City Public Relations’ began its relationship with Anthony’s in October 2013, with a goal to position Anthony’s Pizza & Pasta as the iconic, Colorado original pizzeria known for locally sourced and fresh, hand-tossed pizzas. By presenting a clear and consistent message to the media and target markets, Capital City Public Relations will continue to help Anthony’s Pizza & Pasta solidify its 30-year role of providing fresh, high-quality and traditional New York style pizza along the Front Range with customers and media. We aimed to enhance Anthony’s reputation along the Front Range for high quality pizzas, pastas and salad, not just for the working man, but for families and women. In addition, our goals were to gain media/public recognition for Anthony’s outstanding community service focus and to create a Crisis Public Relations Handbook.

The Approach: Capital City Public Relations Built a media list of 200 media outlets, including personal email addresses and Twitter handles, and began creating and distributing regular news releases and media alerts. The “open rates” for most of these emails have exceeded the restaurant industry average open rate of 18.6 percent. Finally, Capital City PR worked to promote Anthony’s philanthropic activities, including profiles on outstanding franchises. We were charged with bringing to Anthony’s an entire new branding and menu and audience, to include women and families.

The Results: We wrote a Crisis PR handbook with information on establishing emergency response team, methods for dealing with media in crisis and steps for employees/managers and franchisees to take in emergencies. In a brief few months, Capital City PR secured multiple media hits on behalf of Anthony’s Pizza & Pasta.