QUERY: In 2005, the ever-famous Apollo Pizza opened its seventh location a block from the Liberty Bell in Philadelphia offering an expanded menu unique to this location of home-style Italian meals. A year and a half later, business was good, but the majority of orders were for their award-winning pizza and stromboli. The task at hand was to greatly expand exposure, encourage folks to try new items on the menu and increase this location’s revenues.

SOLUTION #1: Change the name of the restaurant and ensure that it’s exterior was more inviting to the dinner crowd and conveyed the allure of Italian American Home-style cooking.