A much better way than Pizza X

I’m a former student (class of 2002) who was a loyal patron to Pizza Express while in school. 

As a graduate of the business school and a current MBA student at the University of Chicago, I wanted to pass along to the owner my concern over the proposed new name. 

From a marketing perspective, Pizza X does not convey a favorable connotation to consumers. It sounds generic or cheap, which conveys low quality. I asked some co-workers who didn’t go to IU what they thought of the name and I didn’t get a single favorable response.

My suggestion is to take advantage of the superior talent in the business school and hold a contest to come up with a new name. I agree with the owner that you don’t want the name to deviate too much from the original, but it must be such that it can be trademarked. 

I’m not advocating simply a naming contest. I propose that it should actually be a formal business case that is ultimately presented to the owner and faculty of the business school. 

Instead of using the full $75,000 that was budgeted for the promotion, use $25,000 on promotions and offer $10,000 and free pizza for a year to the winner of the naming contest.

The contest should be structured using fundamental business analysis, such as independent market research that predicts what the profitability of changing to a particular name would be and why. 

This contest will save Pizza Express money on their promotion budget, create a buzz on campus as people develop their ideas, utilize some of the best business minds on any college campus for a real-world business case and ultimately should deliver a more appropriate name than Pizza X.

Robert Cioffi
IU alumnus