Gatti’s Pizza says its “great partners” continuously help it improve product quality while holding the line on costs.

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Gatti’s Pizza is celebrating its 40th anniversary this year, but that doesn’t mean the franchise doesn’t know how to appeal to a younger demographic. In fact, President and CEO Michael J. Mrlik II says Gatti’s Pizza is diving head first into new forms of marketing and advertising such as social media.

“The digital landscape is changing rapidly and we’re empowered to use it more often,” Mrlik says. “Advertising is shifting away from traditional media and we hope to learn from our social media experience and assist franchisees to develop their own local contests and Facebook pages.”

James Eure opened his first pizza place – aptly named The Pizza Place – in Stephenville, Texas, in 1964. In 1969, Eure moved to Austin and opened Mr. Gatti’s in honor of his wife’s maiden name.

Regardless of the name of the establishment, Eure stayed true to his commitment to use high-quality ingredients in his pizzas, including real cheese, yeast-risen dough and his own tangy sauce, the company says.

Additional locations began sprouting throughout the southwestern United States, and the 1980s saw the launch of “GattiTown,” which was a buffet-style family entertainment center that encompassed 25,000 square feet to house games and entertainment.

Today, Gatti’s Pizza boasts more than 140 Gatti’s Pizza buffet restaurants, GattiTown and delivery/carry-out stores in 11 states. The company has more than 4,200 employees and is still headquartered in Austin.

Engaging the Customer
This year, Gatti’s Pizza has shifted the focus of its promotional efforts to social media. Mrlik says the company has purchased ads on Facebook, improved its search engine optimization and promoted its online ordering capabilities.

The largest push, however, has come in the form of an online jingle contest. Mrlik says the company wanted to update its popular tune while maintaining its iconic tagline – the phone number 459-2222, which connects customers to the closest Gatti’s location in their area.

At gattisjingle.com, contestants could enter their version of the jingle for a chance to win $10,000 and additional prizes. The contest drew 392 submissions before fans and a panel of judges awarded the prize to Ryan Harkrider, an Austin-based musician and teacher.

“Our goal is to get a social media platform and show its relevance to franchisees,” Mrlik says. “This contest will show them how to use social media down the road.”

The online initiative is just one way Gatti’s Pizza empowers its franchisees to build their business on their own. Along with social media platforms and other forms of Internet-based marketing, the company recently transitioned from a centralized call center to a point-of-sale system that allows franchisees to better connect with their customers on a local basis. “With this social connection to our customer, we can provide better and more responsive service, creating a whole new meaning of connectivity to the consumer, especially as we educate millennials,” Mrlik says.

Constant Evolution
Gatti’s Pizza retains its long-standing commitment to quality ingredients but does make menu changes. Mrlik says the company is constantly revamping the product line to provide healthier options, including all-natural sauces and multigrain dough. “We have great partners who have done a phenomenal job at holding the line on costs while improving our product quality,” Mrlik says.

Gatti’s Pizza is also reevaluating its franchising plan in light of the recession. Its franchise opportunities – the larger GattiTown facility and the smaller Gatti’s Pizza restaurant – are geared to different audiences. In its primary markets, Mrlik says the company continues to see demand for GattiTown entertainment locations. In its secondary and tertiary markets, however, such a large footprint would be cost prohibitive.

Mrlik’s long-term vision is to have 300 Gatti’s restaurants throughout its current geographic areas. “We have a great team, great suppliers and a great brand,” he says. “Those are the ingredients to our success.”