• by Teresa Buyikian , Yesterday

With ‘80s and ‘90s nostalgia hugely popular with today’s Gen Z and Alpha consumers, Marco’s has jumped into the ring -- or rather, the dojo --  with one of the time period’s most beloved entertainment franchises.

Marco’s Pizza is partnering with Sony Pictures' “Karate Kid: Legends,” the newest installment of the “Karate Kid” franchise, which premieres in theaters nationwide on May 30.

A co-branded marketing push began this week, with TV, radio, digital and social media, as well as in-store activations. The hero spot, seen here, welcomes viewers to the “Marco’s Pizza DoughJo,” with clips from the film featuring stars Jackie Chan, Ralph Macchio and Ben Wang practicing their karate moves using pizza paddles behind a pizzeria. (A “dojo” is where karate instruction takes place.) “Some train, but others are handcrafted” reads a super, while showing pizzas being made.

The Karate Kid Special, available from May 19 through June 8, includes a large Pepperoni Magnifico Pizza for $9.99 when customers use the code “LEGENDS” while ordering.

"The opportunity to co-promote 'Karate Kid: Legends,' a movie and franchise that resonates across generations, gives us a powerful cultural moment to connect with fans and invite new guests to experience our menu with a special offer," says Denise Lauer, CMO of Marco's Franchising, LLC.

Marco’s recently launched a new Franchise Development Royalty Incentive Program in March, in “the face of an ever-changing economy, including inflation pressures and increased minimum wage rates,” per the brand.

Beginning in Toledo, Ohio in 1978, Marco’s Pizza has grown to more than 1,200 stores across 35 states as well as locations in Puerto Rico, the Bahamas and Mexico.