California Pizza Kitchen (CPK) is marking its 40th anniversary with a celebration that blends nostalgia with bold new ideas. The iconic restaurant brand, which revolutionized casual dining with its twist on familiar foods, is honoring four decades of culinary success in a big way. To help them celebrate this milestone, CPK enlisted actress and superfan Busy Philipps, who has deep ties to the brand. Having worked at CPK as a hostess before launching her successful acting career, Philipps has always been a passionate supporter of the brand, making her the perfect partner for this anniversary celebration.
The Midlife Crisis Marketing Stunt: Embracing the Milestone
To kick off the 40th anniversary celebrations, CPK debuted a playful and unexpected marketing campaign that feigned a mid-life crisis. In a bold move, the brand introduced a “new branding” across all its digital channels. Inspired by streetwear fashion and culture, the new (but fake) brand identity featured a sleek and edgy look, with flashy videos, modern graphics, and rebellious slogans. The over-the-top content, with phrases like “Fresh. To. Death” and images of harshly lit pizzas, left everyone wondering what was truly going on. The brand’s digital presence was transformed with bold logos and unrecognizable visuals, sparking confusion and curiosity among fans and industry observers alike. Even CPK’s competitors, including the official Little Caesars account, couldn’t help but comment on the bizarre shift.
However, this was all part of a clever marketing play. The brand soon revealed the truth: the rebrand was a temporary stunt, and CPK was not undergoing a major overhaul. Instead, it was celebrating the big 4-0 with the message: “We’re 40 & Fine with It.” Through a mockumentary-style video, Philipps helped the brand embrace its milestone and showed that it didn’t need to reinvent itself. Rather, CPK’s legacy of combining fresh, innovative cuisine with a California-cool vibe was something to be proud of, not hidden.
Philipps, who had worked at CPK in her youth, reflected on her history with the brand: “I’ve been a huge fan of CPK ever since I worked there as a hostess back in the day, so of course I was thrilled to help them celebrate this incredible anniversary. My job was to remind CPK that at 40 years old, there’s no need for reinvention. Their legacy and continued leadership of creating incredible flavors and lasting memories is exactly what will keep people of all ages loving the brand for many years to come.”
A Limited-Time Menu to Celebrate 40 Delicious Years
In addition to the marketing stunt, CPK is introducing a limited-time menu that showcases some of the most beloved dishes from its past four decades. These fan-favorite items were selected by a mix of CPK guests, team members, executive chef Paul Pszybylski, and even the restaurant’s founders, Rick Rosenfield and Larry Flax. Whether you’re looking to relive cherished memories or discover something new, the menu offers a unique opportunity to enjoy CPK’s iconic flavors:
Founders’ Pick – Rosemary Roasted Potato & Grilled Chicken Pizza: This classic features CPK’s zesty lemon cream sauce, grilled chicken, roasted Yukon gold potatoes, mozzarella and parmesan cheeses, all topped with fresh rosemary and wild Greek oregano.
Chef Paul’s Pick – Chicken Milanese: A crispy panko-crusted chicken breast served with fresh arugula and housemade checca, finished with shaved Parmesan and fresh lemon. Chef Paul’s version comes with a rich tomato basil sauce for a twist.
Team Members’ Pick – Waldorf Chicken Salad: A refreshing mix of field greens, grilled chicken, red grapes, Granny Smith apples, celery, candied walnuts, and Gorgonzola, tossed in your choice of Dijon balsamic vinaigrette or blue cheese dressing.
Guests’ Pick – Tortilla Spring Rolls: Hand-rolled flour tortillas stuffed with Baja Chicken, Thai Chicken, or Mediterranean flavors, baked to perfection in CPK’s signature pizza oven.
Thank You Card Promotion: More Prizes and Surprises
As part of the anniversary celebration, CPK is bringing back its popular Thank You Card promotion, but with even more exciting rewards. Now through May 11, every adult guest, whether dining in, taking out, or ordering for delivery, will receive a Thank You Card containing a hidden prize. Prizes range from CPK meal discounts to gift cards for major brands and cash prizes up to $40,000. There’s even a digital second-chance opportunity to win. By scanning the QR code on their card, guests can join CPK Rewards to score an instant $5 bonus and a chance to win a five-day cruise getaway.
Guests can visit any full-service CPK location between March 2 and June 8 to have their prize revealed by a restaurant manager. It’s a simple yet exciting way for guests to join the anniversary celebration and get a little something extra with their meal. The Thank You Card promotion is a fun way for CPK to show appreciation to the loyal fans who have supported the brand throughout its 40-year journey.
A Legacy of Innovation and Flavor
For the past 40 years, CPK has been a trendsetter in the casual dining space, constantly innovating and delivering craveable dishes that blend fresh ingredients with bold flavors. The brand revolutionized the pizza world by introducing gourmet, California-inspired pizzas, and it continues to serve globally inspired creations that reflect California’s vibrant culinary landscape.
As CPK looks to the future, it remains committed to its legacy of flavor and innovation. The brand’s commitment to fresh, seasonal ingredients, and its ability to evolve while staying true to its roots, ensures that CPK will continue to be a beloved dining destination for generations to come.
Jeff Warne, CEO and Chairman of the Board of Directors at California Pizza Kitchen, sums up the brand’s future: “The CPK future is brighter than ever. Today we celebrate our 40-year legacy thanks to the loyalty and passion of our guests and the incredible dedication of our teams. With the strength of this lasting foundation, our ambitions have never been bigger, and we are committed to serving up another epic 40 years for generations of guests.”
About California Pizza Kitchen
Founded in 1985, California Pizza Kitchen revolutionized casual dining with its first restaurant in Beverly Hills, introducing the world to gourmet, California-inspired pizza. Now, celebrating its 40th anniversary, CPK has become a global brand with locations across 27 states and in nine countries. Known for combining familiar foods with a fresh California twist, CPK continues to lead the way in innovative, flavor-packed cuisine that has captivated guests of all ages. From iconic hearth-baked pizzas like the Original BBQ Chicken and California Club to unique pasta dishes and industry-firsts like Cauliflower Crust and Take & Bake Pizzas, CPK’s menu is always evolving to meet the tastes of today’s diners.
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