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2022

Stash Tea

Spec Work

Rebrand and repositioned a tea brand to stand out in a crowded market.

Team Members

Jamie Ikley (XD) | Zach Ackerman (ST) | Kate Harkins (AD)

Justin Zollar (CBM) | Cameron Sharer (CW)

Capabilities 

Experience Strategists, Market Research, User research,
3D design, Brand Activation

Programs Used

Blender, Photoshop

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PROBLEM

Little Caesars is facing strong competition in its key strengths: Value and Convenience.

OPPORTUNITY

There is a lack of easily approachable large-order food options.

SOLUTION

Make Little Caesars the leader in bulk ordering for parties of all sizes.

Covid Forged Stronger Competition

Little Caesars thrived by offering the best value and convenience options.

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They led the way with BOPIS with their Pizza Portals. Covid forced all competitors to streamline their BOPIS systems just to survive. Little Caesars now has a marginal lead in convenience with limited delivery options.

Coupled with Prices On The Rise

With inflation families, budgets are tightening so families have value in mind.

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Chains have focused more on their value menus. For example, Taco Bell's Party Pack is now a better value than Little Caesars, when you include drinks.

 

At home, frozen pizza is less expensive than Little Caesars. The frozen pizza aisle has also expanded its selection and quality.

Image by Kira auf der Heide

THE OPPORTUNITY

Many chains have bulk ordering options, but they're not a priority. Catering-specific options have opaque pricing.

Little Caesars could fill both small and large party orders.

Image by Sigmund
Covid Hit Catering Hard

The shutdown of offices and schools during Covid reduced demand for large orders, and catering companies were hit hard.

 

Now that people are returning to work and school, demand for catering is increasing, offering opportunities for new businesses.

Image by Sigmund
Chains Give Catering the Backseat

Most chains have limited options for large orders. Here are some common issues: 

  • Difficult to find bulk pricing

  • No service post-pickup

  • Lack of quote systems & Limited receipt options

THE SOLUTION

Offer rewards for large orders, simplify reimbursement, create a quote system for companies, and provide products for both small and large gatherings.​

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Bar Activations

  • Make the catering section easy to locate

  • Allow users to share a form to notify them of dietary restrictions

  • Allow quotes for easier pricing and can be shared with others

Bar Activations

  • Make the catering section easy to locate

  • Allow users to share a form to notify them of dietary restrictions

  • Allow quotes for easier pricing and can be shared with others

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mobile activation.jpg
Bar Activations

  • Make the catering section easy to locate

  • Allow users to share a form to notify them of dietary restrictions

  • Allow quotes for easier pricing and can be shared with others

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Reflection

I chose to focus on Little Caesars because I enjoy working on brands that cater to everyone. I think Little Caesars already does a great job at connecting with local communities and by expanding its catering it can become the first choice for casual catering.


If you would like to learn more about this project or see my process, I would love to talk. I can be reached at jikleydes@gmail.com.

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