Lukens’ Career Spans Consumer Packaged Goods, QSR, Retail, Financial Services, Health Care and Wellness
Cicis Pizza, an all-you-can-eat pizza buffet franchise, has named Missy Lukens vice president of marketing. Lukens oversees the evolution of Cicis’ brand voice across digital and traditional channels, with a focus on campaigns that drive traffic and loyalty. Her more than 25 years of experience includes leadership roles with 7-Eleven, FritoLay, Pfizer, Lee Jeans and Tandy Brands Accessories.
“Cicis is a 40-year-old brand that holds a lot of nostalgia and meaning for so many people, myself included,” Lukens said. “Cicis was a backdrop for my family as my nieces and nephews grew up — post-track meet gatherings, birthday parties and more. Additionally, over my career, I’ve found my wheelhouse is helping legacy brands navigate new chapters of growth.”
She said the pizza franchise’s growth potential excites her. “Cicis is celebrating its 40th anniversary, which speaks to its staying power and emotional connection with guests. I’m looking forward to evolving the brand in a way that feels fresh and relevant, while staying true to what people have always loved about it: fresh handmade food, customizable options and memorable experiences. There is a lot of opportunity to reengage fans, bring in new ones and remind people why Cicis is such a special place to gather.”
Marketing will play an important role in the brand’s growth, Lukens said. “We have a unique offering with our all-you-can-eat pizza buffet and a strong value proposition that really matters to families. The goal is to amplify what makes Cicis different and connect with guests in meaningful ways that aren’t always expected. Through refreshed creative, smarter digital strategies, a refreshed loyalty program, and truly offering the best pizza value anywhere, marketing will help drive traffic, increase fan engagement, and position Cicis as a go-to destination for fun and affordable dining.”
Jeff Hetsel, president of Cicis Pizza, said Lukens is the ideal person for this role. “Her creative, consumer-first mindset aligns perfectly with where Cicis is headed. As we mark 40 years of serving families and communities, we’re confident she’ll bring strong momentum to the foundation of what the next 40 years can look like,” Hetsel said.
Next Level Marketing
Lukens advises franchisors to stay attuned to the guest experience and align marketing strategies with what guests want. “That means using data to drive decisions, staying flexible and enabling local operators to activate the brand in ways that resonate in their specific markets. When the corporate team and franchisees are in sync, it creates a much more powerful and consistent brand experience, driving sales and profits.”
Lukens, who holds an MBA from the University of North Carolina at Chapel Hill, balances work with a love of road trips, painting, hiking and cooking. Her favorite Cicis menu item is jalapeno pepperoni.
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 Texas-based pizza franchise has expanded to almost 300 restaurants in 30-plus states.
