Reimagining the Pizza Parlor for New Generations

The challenge facing the Shakey’s Pizza Parlor team was to refresh their look while staying true to the brand’s roots.

“The redesign reflects our effort to recapture the classic ‘parlor’ atmosphere that defines Shakey’s,” said John Tilley, Creative Visionary and head of Jacmar Companies, owner of Shakey's USA. “It is a one-of-a-kind brand for which there really is no direct competition, and we wanted that uniqueness to come through.”

In November, the reset flagship location in Culver City, California reopened with signature décor elements including textured wallpaper, wainscoting, communal benches and tables, stained glass lighting, and 80s pop-culture memorabilia that evokes nostalgic Americana and the neighborhood pizza parlor experience. 

“These touches ground the refresh in our heritage while setting the stage for future generations. We want you to stay longer and enjoy yourself at Shakey’s, and we want you to come back where you may notice something new that you didn’t see before.”

Tilley explained the rebrand coincides with the timing of Shakey’s 70th anniversary as well as the completion of a consolidation of ownership. 

“There have been no new major brand changes since Jacmar’s acquisition in 2004, and we believe the timing is right to execute on a version that will carry us through the next 20 years or longer. Essentially, we want to brand it once and spend the money on changing our stores once so that if we do it right, we won't have to do it again.”

The first major task was creating a logo that felt old but was brand new, something that employees would enjoy wearing and guests would want to buy and showcase with a new shirt or hat.

“One of our most anticipated unveilings was our brand mascot Mojo the Dog, who really represents our brand and is tied to the fun and nostalgia of how Shakey’s started off–a place ‘that serves fun, but also pizza,’” said Tilley.

The menu remains largely unchanged.

“We are upgrading our beer and wine selections, but we’re committed to protecting and maintaining our proprietary recipes so guests can continue to enjoy our classic thin or pan crust pizzas, crispy fried chicken, and signature Mojo® potatoes and our all-you-can-eat Bunch of Lunch® Buffet,” said Tilley. 

Guest-forward technological upgrades have been put in place to streamline waiting time, allowing guests to order an extra beer or dessert at their table, without replacing the personal touch.

Next on the schedule for the long-term rollout is a newly imagined and restored restaurant in Pico Rivera, which is a second generation renovation. Tilley says they are actively looking to grow in Southern California with a particular emphasis on finding locations in Bakersfield, Santa Clarita, or Riverside. 

“Shakey’s has been the go-to place for feeding groups of people, particularly families, but we also want to be the place that accommodates families and large groups, but also friends meeting up, gig workers who need a comfortable spot, buddies catching a game, first-time daters, and high school kids celebrating after an event,” said Tilley. :As the ‘People’s Pizza Parlor,’ we are uniquely the only pizza parlor whereby there will be something for everyone in each of our stores. Eating together shouldn’t be a rushed experience, but rather something you want to last as long as you want when you’re away from home at a place that feels like a second home.”