California Pizza Kitchen

Topics: Statements, Strategic planning, Mission statement Pages: 5 (1873 words) Published: November 2, 2011

TUI University



Module 1 Case Study

The purpose of this report is to identify and give feedback on the company’s current mission and vision statements as well as its values and goals as stated (or not) by the founders and management. The need to have a clear vision and a real mission statement is fundamental and vital for all businesses. The values that make the company what it is and the end state or goals that it wishes to achieve are equally important. In looking at these factors I will identify the following where possible: What is California Pizza Kitchen’s vision statement and is it relevant? What is CPK’s mission statement and is it effective? What are the values and short and long term goals and what is the company doing to clarify and refine them on a continuous basis? Hildy Gottleib of the Community-Driven Institute has an excellent way of differentiating and explaining what vision and mission statements are. She says the simplest way of doing it is using three little letters and they are “ARY.” Used in this way, Vision and Mission look quite different and are much easier to understand. (Gottleib) She goes on to say that written in this way it is easy to understand that when someone is a visionary they are able to see what it is they want to do and as a missionary they are able to execute their vision. She used the analogy of Jesus. He was the visionary and his disciples were the missionaries. (Gottleib) A good majority of organizations have websites like CPK’s. On these websites most companies will give their mission statement if you will. This statement is important for many reasons. It is stated so that potential clients and or investors can learn what the company is about when it comes to business. This is what helps draw people to the business. When people have a clear understanding as to what a company does or wishes to do in regards to customer service, it causes them to take stock of the company and determine if the company is a right for their consumer needs. My research of the company shows that the company has no mission statement as of publication of this report. The closest mission statement (if one were to call it that) that I could potentially identify was “CPK’s strong brand awareness has been developed primarily through full service restaurants and through the expansion of our high quality fast-casual, CPK/ASAP concept”. (Smith) I believe another way of saying this is that it is California Pizza Kitchen’s mission to be a “leader in authentic California-style cuisine” (all the while) being widely known for diverse and innovative menu items. This is no clear mission statement as given by the company but rather this person’s interpretation. If you read their website you will not find much of anything except their personal story. Although this is nice, it tells neither the customer nor the potential investor anything as to what the company is striving towards in clear language. It does nothing to spark or draw interest to the company. California Pizza Kitchen has no clear or discernable mission statement and their vision statement is just as absent. On their company website is stated the founders intent but not their vision “Having always wanted to get into the restaurant business; they traded in their legal pads to serve hearth-baked pizzas.” (California Pizza kithen) Their unspoken business vision was to create pizzas that were an interpretation or a culmination of food with an international flair on a global level. Their pizzas include such creations as a Jamaican Jerk, Thai, and shrimp pizza. This flair has served the company well. Although the company has gone through a rough patch while under the ownership of PepsiCo which nearly ran the business aground due to what some may say was an overly aggressive business model , the company is now back on track with the original founders put back in...
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