Trujillo is a Longtime Fan of the Pizza Franchise
Cicis Pizza, an all-you-can-eat pizza buffet franchise, has promoted Maria Trujillo to chief marketing officer. Trujillo joined Cicis in 2022 as vice president of marketing and now oversees a cross-functional team while managing agency and vendor partnerships to deliver seamless customer experiences. She brings 25-plus years of experience in restaurant, retail and brand marketing to the position.
“Cicis has always had a special place in my heart. I grew up just a couple of miles from their first location in Plano, Texas, so it’s a brand I’ve loved for many years. Now as a mom, it’s exciting to share that same experience with my kids, who are also big fans of Cicis,” Trujillo said. “When I joined, I knew Cicis had immense potential, and I’ve witnessed a great evolution since then. We proudly embrace the all-you-can-eat buffet concept, which wasn’t as popular post-COVID, and we’re undergoing a significant digital transformation.”
This transformation includes implementing a unified point-of-sale system and launching Cicis Listens, a real-time guest feedback platform, she said. “We’re focused on enhancing the guest experience. We’ve also rolled out an online portal for franchisees to easily access local marketing materials, and we’re gearing up to launch our new loyalty program just in time for Cicis’ 40th anniversary.”
President Jeff Hetsel said Trujillo has been invaluable in propelling Cicis forward over the past two years. “Her innovative marketing strategies and collaborative spirit have made an incredible impact on the brand,” Hetsel said. “We’re confident that under her direction as CMO, Cicis will continue to thrive and break new ground in the family dining industry, especially as we head into our 40th anniversary.”
The Power of Marketing
Trujillo began her marketing career at Brann Worldwide (formerly The Forbes Group), an agency where she worked with high profile brands including Pizza Hut, Dunkin’ and Baskin-Robbins. Her experience also includes work with marketing agencies Brown+Partners and RAPP Worldwide as well as more than 11 years in various leadership positions with 7-Eleven. “It was fascinating to see how each location operated differently based on its unique demographics, geography and competitive landscape,” Trujillo said. “What I find most rewarding in franchising is helping business owners thrive within their local communities.”
Trujillo, a self-described foodie who admits a preference for Cicis taco pizza, said the food service industry excites her because she loves the way food brings people together. While food is a necessity, what differentiates it from other products is the element of choice, she said. “People’s cravings drive their decisions, and marketing for food brands is about positioning yourself in a way that satisfies those desires. The challenge of constantly finding new ways to excite guests, whether it’s through menu items or the dining experience, is something that I find both motivating and rewarding.”
Trujillo said marketing has always fascinated her because of the creative and innovative process involved. “There’s something thrilling about seeing a campaign or new product come to life and knowing that you played a part in creating it,” she said. “For those entering the field, I would say it’s an incredible career if you’re drawn to creative problem-solving and want to shape the way brands connect with consumers.”
Trujillo, a graduate of Texas Tech University, has earned numerous accolades throughout her career, including the American Marketing Association’s Marketer of the Year (2023-2024), Marketing Maverick Award (2024) and TikTok’s “Doughing It Right” Award (2024). She also has contributed to Cicis’ recognition in industry awards including the Pizza Marketplace Top 100 Movers and Shakers (2024).
About Cicis Pizza
Founded in 1985, Cicis offers guests a wide variety of pizzas, including traditional crust and flatbreads, along with pastas, salads and desserts for dine-in, to-go and catering. The pizza franchise has almost 300 restaurants in 20-plus states.
