EXECUTIVE SUMMARY
In July 2024, California Pizza Kitchen (CPK) turned a potential PR disaster into a massive brand moment. It all started with a TikTok influencer who posted a video after a terrible day showing her order and delivery of CPK’s mac and cheese arrived with only cheese, no macaroni. She quickly took to TikTok to share her frustration with CPK (and her 100K followers). With swift action and a creative social media and PR strategy, CPK pivoted the conversation, capitalizing on the attention to generate a wave of positive engagement. Within just four days, the brand saw significant growth in online engagement and overall sales: doubled CPK’s TikTok followers (20.8K to 41.7K), received 11.4M video views (1,200 average), got a 200% increase in Google Trends search volume for "CPK mac and cheese” and increased sales by 25%, driven by #cheeseANDmac.
THE CHALLENGE
SUMMARY
A viral TikTok video criticized CPK for delivering mac and cheese with no macaroni, leading to a surge of negative comments and backlash across social media platforms. Suddenly, CPK was receiving tremendous attention, bringing them back into cultural conversation, but in a completely negative context. The challenge was to transform the crisis into a win for the brand, retain the trust of current customers, and engage new audiences in a way that humanized the brand while celebrating its ability to respond with agility and humor.
STATE OF THE MARKETPLACE & BRAND’S BUSINESS
In 2024, the casual dining industry faces growing competition from both quick-service and fast-casual restaurants, with industry growth projected to reach $1.47 trillion by 2028 (Houlihan Lokey, Industry Update, January 2024.) As consumer preferences evolve, casual dining establishments must deliver exceptional food quality paired with convenience and immersive experiences to stand out. A shift in dining habits has emerged, with more consumers seeking personalized, digital-first interactions such as online ordering and loyalty programs. Social media is increasingly influencing dining choices, with nearly 50% of customers following food brands online, making digital engagement critical for staying top of mind (Sprout Social, February 2024.)
CPK has faced several key challenges as a brand. Increased competition in the casual dining sector and significant consumer migration to fast casual brands has put pressure on CPK to maintain traffic through retaining current guests or attracting new guests. Additionally, the brand has lost share of voice and while its current and past guests are fond of the brand, they simply don't think of the brand when choosing dining options.
THE INSIGHT
In the age of social media, mistakes can spread like wildfire, but they also offer a unique opportunity to connect with an audience on a human level. People appreciate transparency, humor, and quick responses from brands they love. The CPK team realized that by acknowledging the error with humor and heart, they could win over their audience and turn negative attention into a powerful engagement tool.
THE BIG IDEA
"Who Unmac'd the Cheese?" A social campaign that not only addressed the viral incident head-on but also encouraged customers to join in on the fun. CPK embraced the mistake and ran with it, offering special promotions and interactive content to make sure every customer could enjoy the perfect mac and cheese experience.
BRINGING THE IDEA TO LIFE
When the TikTok video went viral, CPK quickly developed a content plan centered around owning the mistake with action, humor and incentive. The team immediately acknowledged the mishap across their social platforms and took complete ownership. Next, they acted swiftly with light-hearted responses to consumer engagement, including a cheeky bio update on TikTok: "Promo code macANDcheese for 50% off."
To further engage audiences, CPK launched a chef-led video on TikTok, where the chef humorously explained the mistake and showed the right way to make mac and cheese. CPK also sent the original TikToker a personalized package containing free pizza and mac and cheese for a year, along with a box of uncooked pasta as a playful nod to the incident.
Beyond social media, CPK turned the viral moment into a commercial opportunity by introducing a nationwide promotion: 50% off mac and cheese with the code "macANDcheese." This offer drove traffic both in-store and online, while the brand maintained ongoing community management to handle increased engagement and further the positive narrative.
THE RESULTS
Within just four days of launching the campaign, CPK saw exponential growth across all metrics:
+20K new TikTok followers, an increase of 53%.
13.5M+ TikTok views on the viral video and subsequent posts, representing a 2M% increase over the TikTok page’s highest viewed video.
+1.6K likes, +86.5K shares, and +60K saves on TikTok, with significant increases in comments and overall engagement.
473 earned media placements garnering approximately 4.3B+ impressions.
200% increase in Google Trends search volume for "CPK mac and cheese."
25% boosted sales of mac and cheese nationwide, driven by the promo code and increased visibility from the viral moment.
CPK turned what could have been a damaging situation into a viral success story, gaining new fans and solidifying its brand presence as agile, fun, and responsive, priming CPK to propel themselves back into culture conversation.
