Grab a pizza, make that two—it’s National Pizza Day today, August 15

Who says you can’t celebrate another favorite national treat besides the phenomenally popular fried chicken? Mark August 15, Thursday, as pizza gets its share of the spotlight via California Pizza Kitchen’s (CPK) all out declaration of National Pizza Day.

On its second year, CPK diners get free pizza from a selection of five new flavors for every order of its regular or thin crust pizza. Have your super fill of “made from scratch” pizza choices such as Untraditional Cheese Pizza, Hawaiian Pizza, Wild Mushroom, Garlic Chicken Pizza, and Caprese Pizza.

“National Pizza Day is a promo that we’ve created to send a thanksgiving note and our appreciation for the public’s patronage. It’s been 16 years since we opened the first CPK restaurant in 1997 and it’s still progressing, it’s still expanding. It continues to be successful,” said Manuel Zubiri, vice chairman of Global Restaurant Concepts, Inc. (GRC), the same group behind international franchise brands PF Chang’s, IHOP, Morelli’s Gelato, Gyu-Kaku, and Mad for Garlic. “August 15 is one big thank-you day to all our loyal patrons.”



Last year, the successful celebration had long lines of customers from morning till closing time—all for the love of CPK’s pizzas. Zubiri estimated about 1,000 pizzas sold in each of its nine branches.

This month, patrons have a new outlet to turn with the opening of CPK’s 10th restaurant, which has a fresh design to set the pace for CPK’s new look for all its branches. For a bit of history, the Philippines is the first international franchise to be granted by the US pizza chain. Considered a premium pizza restaurant, CPK continues to dominate this category by opening two more outlets before the year ends.



Brighter and with more light coming in, CPK’s new look has more of California beach vibe to it. “We have about three or four more restaurants scheduled for refurbishing. We want to redesign the restaurant interiors to make it look more like a California pizzeria,” shared Zubiri. “The old restaurants are dominant with the dark and yellow tones of CPK. Now, we want it to be lighter. Even the uniforms of the staff were all black. Now, it’s in a pleasant green color. “The colors of the interiors are earthier. It has beige, white, greens—we feel it’s more acceptable to our patrons.”






As the first franchise brought in by GRCI to the Philippines, Zubiri added that CPK is considered the flagship store of the company especially since it has remained successful since it first entered the Philippines. Another brand, IHOP (International House of Pancakes), which opened its first restaurant at the Bonifacio Global City last year, is currently the company’s strongest brand though, noted Zubiri, “It’s very strong, very popular, it’s a brand to watch out for. One of the powerhouse brands in the market today.”

A second IHOP restaurant is scheduled to open this year at the soon-to-open Ayala Mall along Katipunan Avenue in Quezon City (where the old UPIS used to be). For now, the GRCI vice chairman disclosed, there are plans to bring in more international brands though the priority is to continue expanding outlets based on the company’s commitment to their brand’s principal companies.



Sixteen years later and still growing, It’s all about putting customers first and making prices accessible to consumers, said Zubiri. “Of course, we all love pizzas, chicken, salads, desserts. Filipinos generally love food. But more than that, we kept the price points to a minimum. For us, we don’t mind the 20 percent margin for us long as we are selling our pizzas. We are looking more into volume.

“So we have quality ingredients, we try to give the best service, and make the price points very attractive. It’s always been about putting consumers first. Based on surveys, we’ve in fact penetrated a broader market, which now includes the upper C market. We’ve had studies, showing they’ve dined at CPK with their families and consider CPK besides the popular fast-food chains for their special occasions. It’s also perhaps because the moment one comes in, for instance, that person is not considered as a customer but more of a guest. We try to make the experience more personal as much as possible. I guess that’s also why CPK has been successful throughout its 16 years.”

source: interaksyon.com

Going beyond a pizza slice at CPK

“I’m a big believer in texture. I like tasting flavors… (feeling) the crunch. Whenever I bite, I want it to be a rollercoaster in my mouth. I want it to be a funhouse,” Archie Rodriguez says with a smile. “You know what I mean?”

Well, we may not exactly fathom his thought process, but the president and CEO of Global Restaurant Concepts, Inc. (GRCI)—the local franchisee of the successful California Pizza Kitchen (CPK)—sure does seem know his business.

Additionally, he displays intimate knowledge what goes into every dish served to our motley group of media practitioners gathered for a gastronomic introduction to some new additions to CPK’s local menu.

The brand turns 27 years, and marks 15 since entering the local scene. In connection, Rodriguez and his team are holding the very first National Pizza Day in the country on August 15—the exact day that GRCI opened its first CPK restaurant here.

Commandeering and unilaterally appointing a “pizza day” seems a bit bold and forward, but CPK is aiming for domination. Rodriguez looks at it as a way to reclaim “pizza authority.” The restaurant is seeking to reinvent itself, he maintains, and what better way to do so (and make a splash, too) then by introducing up to 20 new menu items—including, of course, “pizzas that stand above the rest.” You could say that some CPR is being performed on CPK.

Economy willing and bedamned, the restaurant is trimming its formidable array of choices from around 125 down to 85, a move that Rodriguez says will enable the chain to “focus on delivering consistently good products.”

He underscores: “We’re really focusing on making people understand that we deliver quality.”

The process took much time and back-and-forth between GRCI and CPK’s US principals, but CPK regulars and newbies will surely be in for treats familiar and peculiar. GRCI browsed CPK’s database and looked at what would be received well here, and interpreted them appropriately.

We start with big fingers of fried mozzarella cheese in spring roll wrappers—nothing surprising but guaranteed to be a hit with kids of all ages. It’s an oriental take; the US version has the cheese fingers dipped in breadcrumbs alone then fried.

It’s actually a recurring theme—all of the new items have been “Filipinized” to suit Pinoy palates.

Take the quesadilla, for instance. Rodriguez applies his funhouse ethics and adds crispy wonton strips into the mix to make it more interesting. It now explodes with crunch and flavor—the latter chiefly imbued by cheese and black olives.

Next up is Spinach Salad with Grilled Spicy Sausage Links on the side. The caramelized nuts are counterpointed with the tangy-sweet raspberry vinaigrette. Rodriguez reveals that the idea for the dressing actually came from CPK’s pastry department, which creatively made use of some raspberry coulis. The sausage pairs up well as a meaty, tasty companion to the greenery.

Seafood Pomodoro with Tagliatelle Negro is a creamy mélange that features squid ink pasta—not overpowering as you might expect.

The Lasagna Milanese is a more conventional (read: kid-friendly) choice that is jazzed up with some fragrant basil.

Health nuts will surely flip over the Vegetarian Pizza with Gorgonzola. I love the still-crunchy broccoli on the crispy-thin crust. Meanwhile, flavorful ham distinguishes the simple but indulging Prosciutto Pizza. Mental note: getting fuller by the minute.

The Asian Chicken Wrap with Wasabi Dressing and Teriyaki Sauce on the side is a welcome break with its light, delicate taste (I tried it sans sauces). Nori and beansprouts change the taste profile into Japanese.

I am too stuffed for the Cheese Steak Sandwich with Homemade French Fries, but I welcome the S’mores Pizza for dessert—topped as it is with ice cream.

Old devotees of CPK need not fret about having their favorites nixed. Fast-moving products such as the Barbeque Chicken Pizza and Barbeque Chopped Salad remain on the menu.

Still, Rodriguez explains that it’s all part of the natural course of the restaurant’s evolution. For example, the Peking Duck Pizza and Adobo Pizza fell off after some time. “They already had their 15 minutes of fame,” he says, grinning.

By the way, even the plating of CPK’s new creations didn’t stick without an imprimatur from a triumvirate of Filipino, American, and Chinese chefs. “A lot of our R&D happens six to seven months before launch,” the GRCI head adds.

Aside from the new selections, other treats are in store for CPK patrons visiting on National Pizza Day. For every dine-in pizza order, customers get another pizza for free (any of five flavors is available as freebie). Shell out P50 and you get bottomless Coca-Cola, too.

More changes are forthcoming even in the kitchen. “Our pizza chef is going to be our operating partner… giving him/her due respect for being the artisan behind the meal that you’re having,” shares Rodriguez.

This means each of the seven CPK outlets (with five more coming this year) will highlight its pizza chef. The name of the game is customization and a more personal experience. Diners can ask to have what they want, how they want it.

Rodriguez says that people may have forgotten, but CPK had the following motto when it started the business: “Be adventurous. Try something new. If you don’t like it, we’ll replace it.”

• California Pizza Kitchen has branches at Glorietta 3, Alabang Town Center, Shangri-La Plaza Mall, Greenhills Promenade, Trinoma, Power Plant Mall, and Greenbelt 5. Visit http://www.cpk.com.ph.

article source: interaksyon.com