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Pizza Firm Plans Low-key Ad Campaign

Greg Hernandez covers the restaurant industry for The Times. He can be reached at (714) 966-5989 and at greg.hernandez@latimes.com

Huntington Beach-based What a Lot A Pizza is trying to get a bigger piece of the pie and raise its profile by hitting the airwaves for the first time in six years.

The seven-unit chain launches a $100,000 television campaign Wednesday, its most ambitious advertising effort ever. But the chain isn’t going the flashy route. Its new 30-second spot is a silent, text-only commercial that will be broadcast on various cable stations introducing the company’s new slogan: “It’s What We Do.”

The small chain eschews coupons or any other pricing gimmicks. It sells only one size pizza at prices ranging from $4.95 to $7.95, depending on the number of toppings.

The chain has two stores in Huntington Beach, in addition to stores in Fountain Valley, Stanton, Anaheim and Santa Ana.

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The pizza commercial is expected to run through June.


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