Case Study
California Pizza Kitchen
When the recession hit in earnest during the fall of 2008, the impact of consumers’ tightened purse strings was felt quickly. Lost confidence in the strength of the economy, new worries about income, and a focus on saving money sent people into a sort of hibernation with their usual discretionary spending. What was one of the first behavioral changes made by consumers? No more eating out. For the fast-casual restaurant industry, it was a heav